Öz
Bu çalışma, marka itibarı kavramını ve tüketici algıları üzerindeki çağrışımlarını incelemeyi amaçlamaktadır. Marka itibarı, tüketici zihninde markanın sunduğu kalite, güvenilirlik ve değer gibi unsurların yanı sıra, duygusal bağlar ve toplumsal duyarlılık algılarıyla şekillenir. Marka itibarı çağrışımları; duygusal bağlar, değer, iletişim, performans, toplumsal duyarlılık, vizyon, güç ve karizma eksenli olarak sekiz temel kategoride ele alınmıştır. Bu kategoriler, markanın tüketici zihninde hangi yönleriyle ön plana çıktığını anlamak için daha önce literatürde olmayan sistematik bir çerçeve sunmaktadır. Araştırmada, markanın yalnızca rasyonel unsurlarla değil, aynı zamanda duygu, değer temelli ve etik bağlamlarla da güçlü bir konum yaratması gerektiği vurgulanmaktadır. Çalışma marka, marka çağrımı ve itibar kavramlarının detaylı olarak incelenmesi sonucu mevcut olan bu kavramlarla da desteklenerek ortaya çıkarılan yeni bir kavram olan marka itibarı çağrışımlarının, türlerini, kategorilerini, niteliğe dayalı itibar çağrışımlarını ve marka itibarı çağrışım rezonansını içermektedir. Literatüre bu çerçevede gerek teorik gerekse uygulamalı çalışmalar için farklı bir bakış açısı ile katkı sunmaktadır. Bu bağlamda marka itibarı çağrışımları farklı boyutlardan ele alınmıştır. Çalışma bu boyutlarıyla akademik olarak halkla ilişkiler, marka iletişimi, pazarlama ve uygulamalı halkla ilişkiler literatürüne katkıda bulunmayı hedeflemektedir.
Anahtar Kelimeler
Marka İtibarı Marka İtibarının Çağrışımı Tüketici Algısı Tüketici Davranışları
Kaynakça
- Aaker, D. A. (1991). Managing Brand Equity: Capitalizing On The Value Of A Brand Name, New York: The Free Press.
- Aaker, J. L. (1997). “Dimensions of brand personality”. Journal Of Marketing Research, 34(3), 347-356.
- Akın, M., & Avcılar, M. (2007). Marka algısı ve tüketici davranışları arasındaki ilişkiler. Pazarlama Araştırmaları Dergisi, 14(2), 65-79.
- American Marketing Association (2024). Definition of Marketing Research, 27.06.2024 tarihinde https://www.ama.org/the-definition-of-marketing-what-is-marketing/?_ga=2.31380153.701468083.1593273273-381726977.1593273273 adresinden alınmıştır.
- Aula, P. (2011). Social media reputation management in practice: Trends and future directions. Public Relations Review, 37(1), 90-98.
- Chae, M. J. (2021). Driving consumer engagement through diverse calls to action in corporate social responsibility messages on social media. Sustainability, 13(7), 3812.
- Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
- Clawson, C.J. (1994). Secrets of Attracting More Customers. California: Lake Arrowhead Publication.
- Corporate Communication Centre (2003). The Past-time Executive International Master of Corporate Communication Program, Erasmus Universiteit Rotterdam.
- Doğan, A., & Hatipoğlu, İ. (2009). Stratejik vizyonun marka algısına etkisi. Pazarlama Stratejileri Dergisi, 15(3), 45-59.
- Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing, 18(2), 64-79.
- Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.
- Fombrun, C.J. (2000). “The Euro-RQ: A Multi-Country Study of Corporate Reputation”, Harris Interactive, 20.
- Franzen, G. (2002). Reklamın Marka Değerine Etkisi (Çev. F. Yalım). İstanbul: MediaCat.
- Franzen, G. (2005). The Mental World of Brands: How Brand Value Is Created. World Advertising Research Center.
- Frijda, N.H. (1993). De Psyhologe Heeft Zin. Amsterdam: Prometheus.
- Kangal Erdem, E. (2024). Marka İtibarı Oluşturmada Marka Çağrışımlarının Rolü Üzerine Bir Araştırma. Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara. Yayımlanmış Doktora Tezi.
- Kapferer, J.N. (1992). Strategic Brand Management New Approaches to Creating and Evaluating Brand Equity. New York: The Free Press.
- Kayakuş, M., Yiğit Açikgöz, F., Dinca, M. N., & Kabas, O. (2024). Sustainable Brand Reputation: Evaluation of iPhone Customer Reviews with Machine Learning and Sentiment Analysis. Sustainability, 16(14), 6121.
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
- Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall.
- Kitchen, P. J. ve Schultz, D. E. (2001). Raising the Corporate Umbrella: Corporate Communications in the 21st Century. London: Palgrave
- Kotler, P., & Armstrong, G. (2008). Principles of Marketing. Pearson Education
- Lauritsen, B. D., & Perks, K. J. (2015). The influence of interactive, non-interactive, implicit and explicit CSR communication on young adults’ perception of UK supermarkets’ corporate brand image and reputation. Corporate Communications: An International Journal, 20(2), 178-195.
- Lee, C. Y., Chang, W. C., & Lee, H. C. (2017). An investigation of the effects of corporate social responsibility on corporate reputation and customer loyalty–evidence from the Taiwan non-life insurance industry. Social Responsibility Journal, 13(2), 355-369.
- McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
- Molinillo, S., Ekinci, Y., & Japutra, A. (2018). A consumer-based brand performance model for assessing brand success. International Journal of Market Research, 61(1), 93-110. https://doi.org/10.1177/1470785318762990
- Ries A. ve Ries, L. (2005). Marka Oluşturmanın 22 Kuralı, (Çev. A. Özdemir). İstanbul: MediaCat.
- Rubera, G. ve Kırca, A. H. (2012). “Firm innovativeness and its performance outcomes: A meta-analytic review and theoretical integration”. Journal of Marketing, 76: 130–147
- Spangenberg E. R., Voss K. E., Crowley A. E., (1997). “Measuring the Hedonic and Utilitarian Dimensions of Attitude: A Generally Applicable Scale”, Advances in Consumer Research, Volume 24, pp. 235-241.
- Türk Dil Kurumu (2024). Türk Dil Kurumu Sözlükleri, 19.06.2024 tarihinde https://sozluk.gov.tr/ adresinden alınmıştır.
- Vries, H. D. (1997). ‘Het Draait ora de Kern’, een Onderzoek Naar Kernassociaties die Consumenten Hebbenmet Merken. Doctoral Thesis, University of Amsterdam. Amsterdam.
- Vuong, T. K., & Bui, H. M. (2023). The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity. Case Studies in Chemical and Environmental Engineering, 7, 100313.
- Wen, J., & Song, B. (2017). Corporate ethical branding on YouTube: CSR communication strategies and brand anthropomorphism. Journal of Interactive Advertising, 17(1), 28-40.
- Yuan, J., Shahzad, M. F., Waheed, A., & Wang, W. (2023). Sustainable development in brand loyalty: Exploring the dynamics of corporate social responsibility, customer attitudes, and emotional contagion. Corporate Social Responsibility and Environmental Management, 31(2), 1042-1051. https://doi.org/10.1002/csr.2621
Öz
This study aims to examine the concept of brand reputation and its connotations on consumer perceptions. Brand reputation is shaped by elements such as quality, reliability and value offered by the brand in the minds of consumers, as well as emotional ties and perceptions of social sensitivity. Brand reputation associations are analysed in eight basic categories based on emotional ties, value, communication, performance, social sensitivity, vision, power and charisma. These categories provide a systematic framework to understand which aspects of the brand stand out in the minds of consumers, which was not previously available in the literature. The study emphasises that a brand should create a strong position not only through rational elements but also through emotional, value-based and ethical contexts. The study includes the types, categories, attribute-based reputation associations and brand reputation association resonance, which is a new concept emerged as a result of a detailed examination of the concepts of brand, brand association and reputation, supported by these existing concepts. In this framework, it contributes to the literature with a different perspective for both theoretical and applied studies. In this context, brand reputation connotations are discussed from different dimensions. With these dimensions, the study aims to contribute to the academic literature on public relations, brand communication, marketing and applied public relations.
Anahtar Kelimeler
Brand Reputation Brand Reputation Associations Consumer Perception Consumer Behaviour
Kaynakça
- Aaker, D. A. (1991). Managing Brand Equity: Capitalizing On The Value Of A Brand Name, New York: The Free Press.
- Aaker, J. L. (1997). “Dimensions of brand personality”. Journal Of Marketing Research, 34(3), 347-356.
- Akın, M., & Avcılar, M. (2007). Marka algısı ve tüketici davranışları arasındaki ilişkiler. Pazarlama Araştırmaları Dergisi, 14(2), 65-79.
- American Marketing Association (2024). Definition of Marketing Research, 27.06.2024 tarihinde https://www.ama.org/the-definition-of-marketing-what-is-marketing/?_ga=2.31380153.701468083.1593273273-381726977.1593273273 adresinden alınmıştır.
- Aula, P. (2011). Social media reputation management in practice: Trends and future directions. Public Relations Review, 37(1), 90-98.
- Chae, M. J. (2021). Driving consumer engagement through diverse calls to action in corporate social responsibility messages on social media. Sustainability, 13(7), 3812.
- Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
- Clawson, C.J. (1994). Secrets of Attracting More Customers. California: Lake Arrowhead Publication.
- Corporate Communication Centre (2003). The Past-time Executive International Master of Corporate Communication Program, Erasmus Universiteit Rotterdam.
- Doğan, A., & Hatipoğlu, İ. (2009). Stratejik vizyonun marka algısına etkisi. Pazarlama Stratejileri Dergisi, 15(3), 45-59.
- Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing, 18(2), 64-79.
- Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.
- Fombrun, C.J. (2000). “The Euro-RQ: A Multi-Country Study of Corporate Reputation”, Harris Interactive, 20.
- Franzen, G. (2002). Reklamın Marka Değerine Etkisi (Çev. F. Yalım). İstanbul: MediaCat.
- Franzen, G. (2005). The Mental World of Brands: How Brand Value Is Created. World Advertising Research Center.
- Frijda, N.H. (1993). De Psyhologe Heeft Zin. Amsterdam: Prometheus.
- Kangal Erdem, E. (2024). Marka İtibarı Oluşturmada Marka Çağrışımlarının Rolü Üzerine Bir Araştırma. Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara. Yayımlanmış Doktora Tezi.
- Kapferer, J.N. (1992). Strategic Brand Management New Approaches to Creating and Evaluating Brand Equity. New York: The Free Press.
- Kayakuş, M., Yiğit Açikgöz, F., Dinca, M. N., & Kabas, O. (2024). Sustainable Brand Reputation: Evaluation of iPhone Customer Reviews with Machine Learning and Sentiment Analysis. Sustainability, 16(14), 6121.
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
- Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall.
- Kitchen, P. J. ve Schultz, D. E. (2001). Raising the Corporate Umbrella: Corporate Communications in the 21st Century. London: Palgrave
- Kotler, P., & Armstrong, G. (2008). Principles of Marketing. Pearson Education
- Lauritsen, B. D., & Perks, K. J. (2015). The influence of interactive, non-interactive, implicit and explicit CSR communication on young adults’ perception of UK supermarkets’ corporate brand image and reputation. Corporate Communications: An International Journal, 20(2), 178-195.
- Lee, C. Y., Chang, W. C., & Lee, H. C. (2017). An investigation of the effects of corporate social responsibility on corporate reputation and customer loyalty–evidence from the Taiwan non-life insurance industry. Social Responsibility Journal, 13(2), 355-369.
- McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
- Molinillo, S., Ekinci, Y., & Japutra, A. (2018). A consumer-based brand performance model for assessing brand success. International Journal of Market Research, 61(1), 93-110. https://doi.org/10.1177/1470785318762990
- Ries A. ve Ries, L. (2005). Marka Oluşturmanın 22 Kuralı, (Çev. A. Özdemir). İstanbul: MediaCat.
- Rubera, G. ve Kırca, A. H. (2012). “Firm innovativeness and its performance outcomes: A meta-analytic review and theoretical integration”. Journal of Marketing, 76: 130–147
- Spangenberg E. R., Voss K. E., Crowley A. E., (1997). “Measuring the Hedonic and Utilitarian Dimensions of Attitude: A Generally Applicable Scale”, Advances in Consumer Research, Volume 24, pp. 235-241.
- Türk Dil Kurumu (2024). Türk Dil Kurumu Sözlükleri, 19.06.2024 tarihinde https://sozluk.gov.tr/ adresinden alınmıştır.
- Vries, H. D. (1997). ‘Het Draait ora de Kern’, een Onderzoek Naar Kernassociaties die Consumenten Hebbenmet Merken. Doctoral Thesis, University of Amsterdam. Amsterdam.
- Vuong, T. K., & Bui, H. M. (2023). The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity. Case Studies in Chemical and Environmental Engineering, 7, 100313.
- Wen, J., & Song, B. (2017). Corporate ethical branding on YouTube: CSR communication strategies and brand anthropomorphism. Journal of Interactive Advertising, 17(1), 28-40.
- Yuan, J., Shahzad, M. F., Waheed, A., & Wang, W. (2023). Sustainable development in brand loyalty: Exploring the dynamics of corporate social responsibility, customer attitudes, and emotional contagion. Corporate Social Responsibility and Environmental Management, 31(2), 1042-1051. https://doi.org/10.1002/csr.2621
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Halkla İlişkiler, Ürün ve Marka Yönetimi |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Erken Görünüm Tarihi | 29 Ocak 2025 |
| Yayımlanma Tarihi | 29 Ocak 2025 |
| Gönderilme Tarihi | 3 Ocak 2025 |
| Kabul Tarihi | 22 Ocak 2025 |
| Yayımlandığı Sayı | Yıl 2025Cilt: 7 Sayı: 1 |
