ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA

Küresel tedarik zinciri içinde yer alan limanlar yoğun rekabet ortamında müşterilerin ilgisini çekmek ve mevcut müşterilerini tutundurmak zorundadırlar. Bu zorlu yarış, güçlü bir marka oluşturarak, markanın mesajını doğru bir şekilde müşterilere ileterek ve marka kişiliği bileşenleri üzerinden doğru bir konumlandırma ile başarılabilir. Fakat limanların marka kişiliği coğrafi özelliklere ve dışsal faktörlere (örn. pandemi vb.) göre değişebilmektedir. Bu durum her limanın kendi markasını farklı mesajlar ile müşterilerine sunmasına neden olmaktadır. Bu yüzden, bu çalışma farklı coğrafik bölgelerde yer alan limanların marka başarısı için kullandıkları marka kişilik birleşenlerinin müşteriler üzerindeki etkisini duygu analiz metodunu kullanarak araştırmayı amaçlamaktadır. Araştırma yöntemi olarak Aaker’in (1997) marka kişilik modelinde yer alan kişilik bileşenleri, duygu analizi kullanılarak ölçülmüştür. Bulgular, limanların marka imajlarının yanı sıra net ve ayırt edici marka kişilikleri geliştirdiklerini göstermektedir.

PLACE BRANDING IN INDUSTRIAL MARKETS: AN APPLICATION ON BRAND IDENTITY

Ports in the global supply chain have to attract the attention of customers and keep their existing customers in an intense competitive environment. This challenging race can be achieved by building a strong brand, conveying the brand's message accurately to customers, and positioning it correctly through brand personality components. However, the brand personality of the ports can change according to the geographical features and external factors (e.g. pandemic). This situation causes each port to present its own brand to its customers with different messages. Therefore, this study aims to investigate the effect of brand personality components used by ports located in different geographical regions for brand success on customers by using sentiment analysis method. As a research method, personality components in Aaker's (1997) brand personality model were measured using semantic analysis. Findings show that ports develop clear and distinctive brand personalities as well as brand images.

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Kaynak Göster

Bibtex @araştırma makalesi { beykozad963042, journal = {Beykoz Akademi Dergisi}, issn = {}, eissn = {2651-5393}, address = {Beykoz Üniversitesi Vatan Cad. No: 69 Kavacık-Beykoz / İstanbul 34805}, publisher = {Beykoz Üniversitesi}, year = {2021}, volume = {9}, pages = {165 - 181}, doi = {10.14514/BYK.m.26515393.2021.9/1.165-181}, title = {ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA}, key = {cite}, author = {Arabelen, Gamze and Baştuğ, Sedat} }
APA Arabelen, G , Baştuğ, S . (2021). ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA . Beykoz Akademi Dergisi , 9 (1) , 165-181 . DOI: 10.14514/BYK.m.26515393.2021.9/1.165-181
MLA Arabelen, G , Baştuğ, S . "ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA" . Beykoz Akademi Dergisi 9 (2021 ): 165-181 <
Chicago Arabelen, G , Baştuğ, S . "ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA". Beykoz Akademi Dergisi 9 (2021 ): 165-181
RIS TY - JOUR T1 - ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA AU - Gamze Arabelen , Sedat Baştuğ Y1 - 2021 PY - 2021 N1 - doi: 10.14514/BYK.m.26515393.2021.9/1.165-181 DO - 10.14514/BYK.m.26515393.2021.9/1.165-181 T2 - Beykoz Akademi Dergisi JF - Journal JO - JOR SP - 165 EP - 181 VL - 9 IS - 1 SN - -2651-5393 M3 - doi: 10.14514/BYK.m.26515393.2021.9/1.165-181 UR - Y2 - 2021 ER -
EndNote %0 Beykoz Akademi Dergisi ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA %A Gamze Arabelen , Sedat Baştuğ %T ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA %D 2021 %J Beykoz Akademi Dergisi %P -2651-5393 %V 9 %N 1 %R doi: 10.14514/BYK.m.26515393.2021.9/1.165-181 %U 10.14514/BYK.m.26515393.2021.9/1.165-181
ISNAD Arabelen, Gamze , Baştuğ, Sedat . "ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA". Beykoz Akademi Dergisi 9 / 1 (Haziran 2021): 165-181 .
AMA Arabelen G , Baştuğ S . ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi. 2021; 9(1): 165-181.
Vancouver Arabelen G , Baştuğ S . ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi. 2021; 9(1): 165-181.
IEEE G. Arabelen ve S. Baştuğ , "ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA", Beykoz Akademi Dergisi, c. 9, sayı. 1, ss. 165-181, Haz. 2021, doi:10.14514/BYK.m.26515393.2021.9/1.165-181
  • Yayın Aralığı: Yılda 2 Sayı
  • Yayıncı: Beykoz Üniversitesi

5.4b 3.2b

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