PAZARLAMADA SES SEMBOLİZMİ: SES SEMBOLİZMİNİ ARAŞTIRAN PAZARLAMA ÇALIŞMALARININ ÜZERİNE BÜTÜNCÜL BİR İNCELEME

Yıl 2020, Sayı: 26, 1 - 18, 13.01.2020

İlkin Yaran Ögel , Gül Bayraktaroğlu

https://doi.org/10.18092/ulikidince.573615

Öz

Özellikle 2000’li yılların başından itibaren,
ses sembolizmi üzerine yapılan pazarlama çalışmalarında artış olmasına rağmen,
mevcut literaturde bu çalışmaları bütüncül bir şekilde ele alan herhangi bir
çalışma bulunmamaktadır. Bu boşluğu doldurmak için bu çalışma 1970-2019 yılları
arasında ses sembolizmi olgusunu inceleyen 46 tane pazarlama çalışmasına
ilişkin geniş çaplı bir inceleme sunmaktadır. Derlenen makaleler, çalışmaların
kapsamı, yöntemi ve incelenen kavramsal alanlar açısından içerik analizi ile
incelenmiştir. Analiz sonuçları, ses sembolizmi olgusunun mevcut pazarlama
literatüründe hızla gelişme göstermesine rağmen ses sembolizmi üzerine yapılan
çalışmaların hala geliştirilebileceğini göstermektedir. Bu çalışmanın, ilgili
mevcut bilgi birikimine bütünlükçü bir yaklaşım sunarak ve mevcut literatürdeki
eksiklikleri göstererek gelecek çalışmalara da katkı sağlaması beklenmektedir.

Anahtar Kelimeler

Marka ismi, Pazarlama çalışmaları, Ses sembolizmi

Sound Symbolism in Marketing: An Integrative Review of Marketing Studies into Sound Symbolism

Öz

Despite an increase
in marketing research on sound symbolism particularly since the beginning of
2000s, there is a lack of integrative review of the empirical marketing studies
regarding sound symbolism. To address this gap, this study offers a
comprehensive review of 46 sound symbolism related marketing articles published
between 1970 and 2019. The compiled articles were examined through content
analysis in terms of the scope of research, methodology, and conceptual issues.
The results indicate that despite the significant progress in the extant sound
symbolism literature with respect to marketing, marketing research on sound
symbolism is still at the stage of development. This study is expected to
contribute to the pertinent body of knowledge by introducing an integrative
literature review of sound symbolic marketing research and to further marketing
studies by indicating the gaps that were not addressed by previous marketing research.

Anahtar Kelimeler

Brand name, Marketing studies, Sound symbolism

Kaynakça

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