ÜLKE ORİJİNİ ETKİSİ KONSEPTİ VE AÇIKLAYICI MODELLERİ

Ülke orijini etkisi Made in effect , uluslararası pazarlama literatüründe 1960’lardan beri çalışılan ve üzerinde çok sayıda araştırma yapılmış olan bir alandır Usinier, 2006 . Ülke imajının ürün değerlendirmeleri ve satın alma niyeti üzerine yaptığı etkilerin açıklanması için pek çok model geliştirilmiştir. Bu modeller tüketici davranışını açıklamada belirli bir dönem için kullanılmış fakat zaman içerisinde eksiklikleri tespit edilerek yeni modeller ortaya atılmıştır. 1980’lerden 2000’lerin başlarına kadar önerilen modeller özellikle tüketici tutumlarının duygusal bileşenini ihmal ettikleri için tenkit edilmiştir Laroche vd., 2005; Wang vd, 2012 . Son dönemde bu eksikliği gidermek için ortaya atılan modeller ise tutum teorisi çerçevesinde şekillendirilmiş ve soruna çözüm üretilmeye çalışılmıştır. Araştırmada ülke imajı etkisini açıklamak üzerine geliştirilen modelleri tarihsel bağlamda inceleyen bir literatür taraması yapılmıştır. Bu çerçevede ilgili modellerin kurgusu ve fonksiyonelliği ele alınmış ve bu modellere getirilen eleştiriler aktarılmıştır. Çalışmada ülke imajı etkisini açıklamada doğru bir araştırma modelinin kullanılmasının yeterli olmayacağı, bu modelde yer alan bileşenleri ölçen ölçeklerin de birbirinden net olarak ayrılması gerektiği ve genel ülke imajı ile ürün-ülke imajı kavramlarının çerçevesinin de araştırmalarda net olarak çizilmesi gerektiği vurgulanarak ülke imajı araştırmalarına ışık tutulmaya çalışılmıştır.Anahtar kelimeler: ülke orijini, ülke imajı, ülke imajı etki modelleri, ürün-ülke imajı, tutum teorisi.Jel Sınıflandırması: L15, M16, M31.

Anahtar Kelimeler:

ülke orijini, ülke imajı, ülke imajı etki modelleri, ürün-ülke imajı, tutum teorisi

MADE IN EFFECT CONCEPT AND ITS EXPLANATORY MODELS

The "made in effect" issue is a field that has been studied since 1960 and attracted a great deal of interest from researchers in the international marketing literature. Many models have been proposed or developed by the researchers in order to explain the effects of the country's image on product evaluations and intent to purchase. These models have been used for a certain period in describing consumer behavior, but new models have been introduced over time by identifying their deficiencies. Lately, these models have been shaped within the framework of attitude theory. In this study, a literature review has been conducted explaining the effect of country image on the basis of historical charts of models developed, and the criticisms brought to these models have been given. It has been tried to set light to the new works by emphasizing that the use of a correct research model in explaining the effect of country image should not be simply enough, also the scales measuring the components of this model should be clearly separated from each other, and the frame of such concepts as general country image, product image and product-country image should be drawn clearly in the works

Keywords:

Country of origin, country image, country image effect models, productcountry image, attitude theory,

PDF

___

Ahmed, Sadrudin A., Alain d’Astous, (2008); “Antecedents, Moderators and Dimensions of Country of Origin Evaluations”, International Marketing Review, vol.25, no.1, pp.75-106.
Ajzen I. (2001), “Nature and Operation of Attitudes”, Annual Review of Psychology; 52:27–58. Ajzen, I. ve Fishbein, M. (1980); “Understanding Attitudes and Predicting Social Behavior”, Englewood Cliffs, N.J.: Prentice- Hall.
Allred A., Chakraborty G., Miller S. J., (1999); “Measuring Images of Developing Countries: A Scale Development Study”. Journal of European Marketing, 8(3):29–49.
Alvarez a, Maria D., Campo Sara, (2014), “The influence of political conflicts on country image and intention to visit: A study of Israel’s image”,Tourism Management,40, sf: 70-78.
Aylesworth A. B. ve MacKenzie S. B. (1998); “Context is Key: The Effect of Program-Induced Mood on Thoughts About the Ad.”, Journal of Advert, 27(2):17–31.
Bagozzi, R. P. ve Burnkrant, R. E., (1979); “Attitude Organization and the Attitude–Behavior Relationship”, Journal of Personal and Social Psychololgy, 37:913–9.
Batra, R., Ahtola O., T., (1990); “Measuring The Hedonic And Utilitarian Sources Of Consumer Attitudes”, Marketing Letter, 2:159–70.
Bilkey, W.J. and Nes, E. (1982), “Country Of Origin Effects On Product Evaluation”, Journal of International Business Studies, Vol. 8 No. 1, pp. 89- 99.
Bloemer J., Bris K. ve Kesper H. (2009), “The CoO-ELM Model: A Theoretical Model for The Cognitive Processes Underlying Country of Origin Affects”, European Journal of Marketing, Vol. 43, No.1/2, sf: 62-89.
Boatwright, Peter; Kalra, Ajay ve Zhang, Wei (2008), “Should Consumers Use the Halo to Form Product Evaluations? Magement Science, Vol, 54, No, 1, January, pp, 217-223.
Brijs, K., J. Bloemer ve H. Kasper, (2011); “Country-image discourse model: Unraveling meaning, structure, and function of country images, Journal of Business Research, vol.64, pp.1259–1269.
Brijs, Kris, (2006); “Unravelling Country-Of-Origin — Semiotics As A Theoretical Basis For A Meaningcentred Approach Towards Country-Of-Origin Effects”, Yayınlanmamış Doktora Tezi, Nijmegen, the Netherlands: Radboud Universiteit Nijmegen.
Buhmann, A., (2016), “Measuring Country Image: Theory, Method and Effects”, e-Book, Springer VS, Wiesbaden, Germany.
Bumjun L., Sunny Hamb, Donghoon Kimc, (2015),” The Effects Of Likability Of Korean Celebrities, Dramas, And Music Onpreferences For Korean Restaurants: A Mediating Effect Of A Countryimage of Korea”, International Journal of Hospitality Management, 46, sf: 200–212.
Fishbein M, ve Ajzen, I., (1975); “Belief, Attitude, Intention And Behavior, An Introduction To Theory and Research”, Reading, MA: Addison-Wesley.
Grubb, Edward L. ve Grathwohl, Harrison L., (1967); “Consumer self Concept, Symbolsim and Market Behavior: A Theorotical Approach”, Jornal of Marketing, vol. 31, October, p:22-27.
Haddock, G. ve Zanna, M. P. (1998); “Cognition, Affect, And The Prediction Of Social Attitudes”, in: Stroebe W., Hewstone M, editors. European Review of Social Psychology. Chichester, UK.
Han, C. M. (1989), “Country Image: Halo or Summary Construct”, Journal of Marketing Research, 26(May), sf: 222-229.
Hong, S. T. ve Wyer, R. S., (1990a); “Determinants of Product Evaluation: Effects of the Time Interval Between Knowledge of a Product's Country of Origin and Information About Its Specific Attributes”, Journal of Consumer Research, 17, December.
Hooley GJ, Shipley D, Krieger N., (1988); “A Method for Modelling Consumer Perceptions of Country of Origin”, International Marketing Review;5(3):67– 76.
Ittersum, K. V., Candel M. J. J. M., Meulenberg M. T. G., (2003); “ The Influence of the Image of a Product's Region of Origin on Product Evaluation”, Journal of Business Research; 56(3):215–26.
Johansson, J. K., (1989); “Determinants and Effects of the Use of ‘Made in’ Labels”, International Marketing Review, vol.6, pp.47–58.
Kempf, D. S., (1999); “Attitude Formation From Product Trial: Distinct Roles Of Cognition And Affect For Hedonic And Functional Products” Psychology of Marketing;16:35–50.
Klein J. G., Ettenson R., Morris M. D.; (1998); “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China”, Journal of Marketing,62(1):89–100.
Knight, G. A. ve Calantone R. J., (2000); “A flexible model of consumer country‐ of‐origin perceptions: A cross‐cultural investigation”, International Marketing Review, Vol. 17 Issue: 2, pp.127-145.
Kotler, P., Haider, D., H. ve Rein, I., (1993); “Marketing Places: Attracting Investment, Industry, and Tourism To Cities, States, And Nations”, New York: Free Press; 1993.
Kotler, P., Jatusripitak, S. ve Maesincee S. (2000), “ Ulusların Pazarlanması”, Türkiye İş Bankası Kültür Yayınları, İstanbul.
Kurtuluş, K. ve Bozbay, Z. (2008), “Tüketicilerin Çok Uluslu Ürünlere İlişkin Kalite Algıları ve Satın Alma Niyetleri İtibariyle Farklılıklarının İncelenmesi”, Yönetim Dergisi, Yıl:19, Sayı:61, Ekim, sf: 9-29.
Laroche, Michel; Nicolas Papadopoulos, Louise Heslop, Jasmin Bergeron (2005) “Effects of Subcultural Differences on Country and Product Evaluations”, Journal of Consumer Behaviour, Vol.2, No.3, March pp.232-247.
Lavine H., Thomsen C. J., Zanna M. P., Borgida E., (1998); “On The Primacy of Affect in The Determination of Attitudes And Behavior: The Moderating Role of Affective–Cognitive Ambivalence”. Journal of Experimantel Sociol Psychology, 34:398–421.
Liska, A., E., A., (1984); “Critical Examination Of The Causal Structure Of The Fishbein/Ajzen Quarterly,47(1):61–74.
Lutz, R., J, (1981); ”The Role of Attitude Theory in Marketing”, In: Kassarjian H., H., Robertson, T., S., ed.: “Perspectives in Consumer Behavior”, Glenview, Il: Scott, Foresman & Comp., p. 233–50.
Maher, A. A. ve Carter, L. L., (2011); “The Affective and Cognitive Components of Country Image: Perceptions of American Products in Kuwait” Intern. Mark. Review, Vol. 28 Iss: 6 pp. 559 – 580.
Manrai L. A., Lascu, D. N. ve Manrai, A. K., (1998), “ Interactive Effects of Country of Origin and Product Category on Product Evaluations”, International Business Rewiev, 7, sf. 591-615.
Martin, I. and Eroglu, S. (1993), “Measuring a Multi-Dimensional Construct: Country Image,” Journal of Business Research, 28, 191-210.
Nart, Sima (2008), “Menşe Ülke Etkisinin Tüketici Algılamaları ve Davranışlarına Yansımaları: İngiltere Pazarında Türk ve Alman Markalarının Karşılaştırılması”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Y.2008, C.13, S.3 s.153-177.
Nebenzahl ID, Jaffe ED, Usunier JC., (2003); “Personifying country of origin research. Management International Review, 43(4):383–406.
Obermiller C, Spangenberg E., (1989); “Exploring The Effects Of Country-Of- Origin Labels: an Information Processing Framework”, Advertising and Consumer Research, 16(1):454–9.
Onay, A. (2008), “Ülke Orijini Kavramı ve Ülke İmajı”, Selçuk İletişim, 5, 2, 2008, sf: 102-112.
Öztürk, S. A. (2002), “Ülkelerin Marka Olma Sürecinde Türk Markalarının Değeri ve Rekabet Gücü Üzerine Bir Değerlendirme, Kalder Forum, Yıl:2, Sayı:8.
Papadopoulos N. ve Heslop, L. A., (1993) “But Who Knows Where or When: Reflections on the Images of Countries and Their Products”, N. Papadopoulos, and L. A. Heslop (eds), Product- Country Images, International Business Press.
Papadopoulos, N. ve Heslop, L. A., (1993); “Product-Country Images: Impact and Role in International Marketing.”, New York: International Business Press.
Papadopoulos, N., (1993); “What Product and Country Images Are and Are Not”, N. Papadopoulos, and L. A. Heslop (eds), Product-Country Images, International Business Press.
Papadopoulos, N., Heslop, L.A. and The IKON Research Group, (2000); “A Cross-National And Longitudinal Study Of Product-Country Images With A Focus On The US And Japan”, Marketing Science Institute, Report 00-106, p. 67.
Papadopoulos, N., Heslop, L.A., & Bamossy, G.A. (1990), “A comparative image analysis of domestic versus imported products” International Journal of Research in Marketing, 7, 283 –294.
Parameswaran, R. ve Pisharodi, M. R., (1994); “Facets of Country of Origin Image: An Empirical Assessment”, Journal of Advertising, XXII, (1).
Phillips, WooMi Jo; Amelia Asperin, Kara Wolfe; (2011); “Investigating the effect of country image and subjective knowledge on attitudes and behaviors: U.S. Upper Midwesterners’ intentions to consume Korean Food and visit Korea”, Journal of Hospitality Management.
Roth, Katharina P. ve Adamantios, Diamantopoulos; (2009); “Advancing The Country Image Construct”, Journal of Business Research, Vol.62, pp.726– 740.
Roth, Katharina P. ve Zabkar, Vesna, (2011); “Cognitive, Affective and Symbolic Country Connotations: Conceptual Underpinnings, Interrelationships and Impact on Consumer’s Behavioral Intentions”, American Marketing Association, Summer, p.252-253.
Sauer, P. L., Young M. A.ve Unnava, H. R., (1991); “An Experimental Investigation Of The Processes Behind The Country Of Origin Effect”, Journal of International Consumer Marketing, vol.3, pp:29–59 [February].
Shimp T. A. ve Sharma S., (1987); “Consumer Ethnocentrism: Construction and Validation of the CETSCALE”, Journal of Marketing Research, 24(3):280–9.
Shouten, W. John, 1991; “Selves in Transition: Symbolic Consumption in Presonal Rites of Passage and Identity Reconstruction”, Journal of Consumer Research, vol. 17, March, p:414-425.
Simons J. ve Carey K. B., (1998); “A Structural Analysis Of Attitudes Toward Alcohol And Marijuana Use”, Personal Social Psychology Bulletin, 24:727– 35.
Sirgy, M. Joseph, (1982); “Self Concept in Consumer Behavior: A Cirtical Review”, Journal of Consumer Research, vol.9, December, p: 287-300. Han, Jin-Wook, (2006); “The Impact of Self-Concept/Product-Image Congruity and Functional Congruity on Brand Preference: Three Product Categories”, Yayınlanmamış Doktora Tezi, The Florida State University içinde.
Schoefer .K, Diamantopoulos A., (2008), “Measuring Experienced Emotions During Service Recovery Encounters: Construction And Assessment of The ESRE Scale”, Service Business;2(1):65–81.
Solomon M., Bamossy G. S. ve Hogg M. K., (2006); “Consumer Behaviour — A European Perspective”, Harlow: Prentice Hall.
Strutton D, True SL, Rody RC., (1995); “Russian consumer perceptions of foreign and domestic consumer goods”, Journal of Marketing Theory Practice,3(3):76–87.
Tse, D.K., & Gorn, G. (1993), “An experiment on the salience of country-of-origin in the era of global brands”, Journal of International Marketing, 1(1), 57–76.
Usunier, J. C., (2006); “ Relevance in business research: the case of country-of- origin research in marketing”, European Manaement Review, Vol.3, Iss:1. sf:60-73.
Verlegh P. W. J., (2001); “Country-of-Origin Effects on Consumer Product Evaluations”, Unpublished Phd Dissertation, Wageningen, the Netherlands: Wageningen University.
Verlegh, Peeter W.J. ve Jan-Benedict E.M. Steenkamp, (1999); “A Review And Meta-Analysis Of Country-Of-Origin Research”, Journal of Economic Psychology 2, 521-546.
Wang, C. L., Li, D.,Barnes, B. R., Ahn, J., (2012); “Country Image, Product Image and Consumer Purchase Intention: Evidence From an Emerging Economy”. International Business Review, doi:10.1016/j.ibusrev.2011.11.010.
Yoon S. J., Cannon H. M. ve Yaprak A. (1995); “Evaluating The CYMYC Cosmopolitan Scale On Korean Consumers”. Advertising in International Marketing, 7:211–32.
Zajonc R. B, Markus H., (1982), “Affective and cognitive factors in preferences”, Journal of Consumer Researches; 9:123–31.