Feyza AĞLARGÖZ, Sevgi Ayşe ÖZTÜRK, F. Zeynep ÖZATA

İngilizce Marka Adlarının Tüketici Tutumları ve Satın Alma Niyeti Üzerine Etkisi

Marka ismi her gün farklı kaynaklardan gelen ürün bilgileriyle karşı karşıya kalan tüketicilerin daha görmeden ürünle ilgili algılamalarını etkiler. Bu yüzden, bir işletmenin alacağı en önemli pazarlama kararlarından biri marka ismidir. Bu çalışmada İngilizce marka adlarının Türkçe marka adlarına göre farklı algılanıp algılanmadığı ve eğer belirgin farklılıklar var ise bunların markaya yönelik tutum ve satın alma niyeti üzerindeki etkilerini ortaya koymak amaçlanmıştır. Bu amaca ulaşabilmek için çalışmada kot pantolon ve kafe olmak üzere iki ürün için Türkçe ve İngilizce markalar yaratılmıştır. Marka adını niteleyen sıfatlar için yapılan faktör analizinde her iki ürün için de anlaşılır olma, prestijli, rahatsızlık verici ve yenilikçi olmak üzere dört faktör ortaya çıkmıştır. Hem kot pantolon hem de kafe çalışmasında İngilizce marka adları daha prestijli olarak algılanmıştır. Markanın anlaşılırlığını ifade eden boyut açısından ise Türkçe markalar her iki ürün için de daha yüksek olarak algılanmıştır. Markaları niteleyen rahatsızlık boyutu açısından ise iki çalışmanın sonuçları tutarlı çıkmamıştır. Türkçe ve İngilizce markalar arasındaki bu farkların söz konusu markalara yönelik tutum ve satın alma niyeti üzerinde anlamlı bir etkisi olup olmadığını belirlemek üzere regresyon analizinden yararlanılmıştır. Bu araştırma hem yabancı dilde markalama ile ilgili sınırlı sayıdaki araştırmayı zenginleştirecek; hem de marka ismi seçme kararıyla karşı karşıya kalan yöneticilere ipuçları sağlayacaktır.

Turkish versus English? Effect of English Brand Names on Consumer Attitudes and Intention to Buy

Brand name affects the perceptions of consumers who are exposed to product information coming from different sources every day. So, brand name is one of the most import decision of a company. The purpose of this study is to reveal whether English brand names and Turkish brand names are perceived differently or not and if they are, to reveal the effects of these differences on the attitudes toward the brand name and intention to buy. In order to reach this goal, Turkish and English brand names are created for the products of jeans and café. Four factors as understandable, prestigious, disturbing and innovative have emerged in the factor analysis of adjectives used to define brand name. English names are perceived more prestigious both in jean and café studies. In terms of the dimension that expresses the understandability of brand, Turkish brand names are perceived more understandable for both of the products. In terms of disturbance dimension, there isn’t any consistent result for both studies. In order to clarify if there are significant differences between Turkish and English brand names on attitude toward these brands and intention to buy, regression analysis has been used. This study will both enrich the foreign branding literature and provide clues for managers who are faced with the decision of branding disturbing and innovative have emerged in the factor analysis of adjectives used to define brand name. English names are perceived more prestigious both in jean and café studies. In terms of the dimension that expresses the understandability of brand, Turkish brand names are perceived more understandable for both of the products. In terms of disturbance dimension, there isn’t any consistent result for both studies. In order to clarify if there are significant differences between Turkish and English brand names on attitude toward these brands and intention to buy, regression analysis has been used. This study will both enrich the foreign branding literature and provide clues for managers who are faced with the decision of branding.

PDF

___

Aksoy, T. (2015). Marka isminin İngilizce olması şart mı? http://www.marketingturkiye.com.tr/users/ temelaksoy?nid=34967 (Erişim Tarihi: 05.02.2016).
Alm, C. O. (2003). English in the Ecuadorian Commercial Context. World Englishes, 22(2), 143-158.
Batra, R. V., Alden, D. L., Steenkamp, J. E. M. ve Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Counsumer Pschology, 9(2), 83-95.
Chen, J. F. ve Chang, H.T. (2003). Is English a Brand: Language of Origin’s Influence on Product Evaluation Proceedings of the 2003 Association for Business Communication Annual Convention, Association for Business Communication.
Dimova, S. (2008) . English in Macedonian commercial nomenclature, World Englishes, 27(1), 83-100. Doğançay Aktuna, S. (1998). The Spread of English in Turkey and its Current Sociolinguistic Profile. Journal of Multilingual and Multicultural Development, 19(1), 24-39.
Friedrich, P. (2002). English in Advertising and Brand Naming: Sociolinguistic Considerations and the Case of Brazil. English Today, 18(3), 21-28.
Gerritsen, M., Nickersonb, C., van Hoofta, A., van Meursa, F., Korziliusc, H., Nederstigta, U., Starrena, M. ve Crijnsa, R. (2010). English in Product Advertisements in Non-English-SpeakingCountries in Western Europe: Product Image and Comprehension of the Text. Journal of Global Marketing, 23(4), 349-365.
Griffin, J. L. (2001). Global English infiltrates Bulgaria. English Today, 17(4), 54-60.
Griffin, J. L. (2004) The presence of Written English on the Streets of Rome. English Today, 20(2), 3-8. 150
Turkish versus English? İngilizce Marka Adlarının Tüketici Tutumları ve Satın Alma Niyeti Üzerine Etkisi Haarmann, H. (1989). Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective. Berlin: Mouton de Gruyter.
Hsu, J. (2008). Glocalization and English Mixing in Advertising in Taiwan: Its Discourse Domains, Linguistic Patterns, Cultural Constraints, Localized Creativity, and Socio-psychological Effects. Journal of Creative Communications, 3(2),155-183. Khosravizadeh, P ve Sanjareh, H.B. (2011). English Shop Signs and Brand Names. Broad Research in Accounting, Negotiation, and Distribution, 2(2), 32- 40.
Kelly-Holmes, H.(2005). Advertising as Multilingual Communication. Basingstoke: Palgrave Macmillan. Kohli, C. ve LaBahn, D. W. (1997). Observations: Creating effective brand names: A study of the brand naming process. Journal of Advertising Research, 37(1), 67–75.
Kotler, P. ve Armstrong, G. (2012). Principles of Marketing (14.Baskı), Upper Saddle River, NJ: Pearson Prentice Hall.
Kotler, P. ve Keller, K. L. (2012). Marketing Management, (14.Baskı), Upper Saddle River, NJ: Pearson Prentice Hall.
Leclerc, F., Schmitt, B. H. ve Dube, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31(2), 263-270.
Lee, J. S. (2006). Linguistic Constructions of Modernity: Korean-English Mixing in TV Commercials. Language in Society, 35(1), 59-91.
Li, Z. G. ve Murray, L. W. (2001). Naming Products in China: Local or Foreign Branding. Journal of AsiaPacific Business, 3(3), 53 -71.
Martin, E. (2002). Cultural Images and Different Varieties of English in French Television Commercials. English Today, 18(4), 8-20.
McKenzie, R. (2010). The social psychology of English as a global language. Dordrecht: Springer. Downloaded by Pahta, P. ve Taavitsainen, I. (2004). Creating Images through English on Yellow Pages: Multilingual Practices in Advertising in the Helsinki Region. Nordic Journal of English Studies, 3(2), 167-185.
Piller, I. (2003). Advertising as a Site of Language Contact. Annual Review of Applied Linguistics, 23, 170- 183.
Reis, A. ve Reis, L. (2000). Marka Yaratmanın 22 Kuralı (çev. .A. Özdemir), İstanbul: MediaCat Kitapları. Schiffman, H. (2007). Product Naming: The Notion of Foreign Branding and its use in Advertising and Marketing. http://ccat.sas.upenn.edu/~haroldfs/ popcult/handouts/adverts/forbrand.html (Erişim Tarihi: 06.01.2014).
Şimşek, A. (2012). Araştırma modelleri. Sosyal bilimlerde araştırma yöntemleri. (Ed:A. Şimşek). Eskişehir: Anadolu Üniversitesi Açıköğretim Yayınları, ss.80-107.
Ustinova, I. P. ve Bhatia, T. K. (2005). Convergence of English in Russian TV Commercials. World Englishes, 24(4), 495–508.
Wilkerson, K. T. (1997). Japanese Bilingual Brand Names. English Today, 13(4), 12-16.