Siyaset Markalamasının Türkiye’deki Örnekleri Üzerine Bir Araştırma

Bu çalışma, uluslararası literatürdeki siyaset markalaşması çalışmalarının gelişimi doğrultusunda, yerli literatürde gerçekleştirilmiş çalışmaların detaylı analizine odaklanmaktadır. Çalışmada, PRISMA protokolü kullanılmış olup protokolün son adımında tematik analiz gerçekleştirilmiştir. Verilerin incelenmesi sonucunda siyasette markalaşma çalışmalarında, siyasi parti markaları üzerindeki analizlerin genellikle liderler veya siyasetçilerin marka kavramlarıyla ilişkilendirilerek gerçekleştirildiği bulunmuştur. Mevcut çalışmaların siyasi marka kişiliği, siyasi marka imajı gibi kavramları kullansa da diğer markalama kavramlarını sınırlı kullandığı belirlenmiştir. Ayrıca, verilere bakıldığında nicel çalışmaların çoğunlukta olduğu görülmüştür. Siyasi markaları derinlemesine anlamak için nitel çalışmaların yapılması gerektiği analiz sonucunda ortaya çıkmıştır. Yapılan araştırma kapsamında siyaset markalaşması alanının geliştirilmeye açık yeni bir alan olduğu ve markalaşma kavramlarının siyasi ürünlerin markalaşmasında kullanılabileceği bulunmuştur.

Anahtar Kelimeler:

siyaset pazarlaması, siyasi marka, siyaset markalaması, markalama

A Research on the Examples of Political Branding in Türkiye

This study focuses on the detailed analysis of domestic studies conducted in line with the development of political branding studies in international literature. In this study, the PRISMA protocol was used, and thematic analysis was conducted in the final step of the protocol. Through the examination of the data, it was found that in branding studies in politics, analyses of political party brands are often conducted in association with the concepts of leaders or politicians. Although existing studies use concepts such as political brand personality and political brand image, it was determined that they use other branding concepts to a limited extent. Furthermore, when looking at the data, it was observed that quantitative studies are predominant. Within the scope of the research, it was concluded that political branding is a developing field, and branding concepts can be used in the branding of political products.

Keywords:

Siyaset markalama siyaset pazarlaması, siyasi marka, markalama Abstract, polilitical marketing,

PDF

___

Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120. http://dx.doi.org/10.2307/41165845
Alsem, K. J., ve Kostelijk, E. (2008). Identity based marketing: A new balanced marketing paradigm. European Journal of Marketing, 42(9/10), 907-914. https://doi.org/10.1108/03090560810891064
Baines, P.R., Harris, P. ve Lewis, B.R., (2002), The political marketing planning process: Improving image and message in strategic target areas. Marketing Intelligence and Planning. 20 (1), 6-14.
Baines, P. R., O'Shaughnessy, N. J., Moloney, K., Richards, B., Butler, S., ve Gill, M. (2010). The dark side of political marketing: Islamist propaganda, Reversal Theory and British Muslims. European Journal of Marketing, 44 (3/4), 478-495.
Baines, P. ve Harris, P. (2011). Marketing in the 2010 British General Election: Perspectives, prospect, and practice. Journal of Marketing Management, 27(7-8), 647-655.
Bale, T. (2008). Turning round the telescope. Centre-right parties and immigration and integration policy in Europe. Journal of European Public Policy, 15(3), 315-330.
Billard, T.J. (2018). Citizen typography and political brands in the 2016 US presidential election campaign. Marketing Theory, 18(3), 421-431.
Boyraz, E. ve Balım, O. (2015). Nasıl bir parti? Seçmenlerin siyasal marka kişiliği algısı üzerine bir araştırma: Tokat İli örneği. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20(4).
Braun, V. ve Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Butler, P. ve Collins, N. (1996). Strategic analysis in political markets. European Journal of Marketing, 30(10/11), 25-36.
Cheng, H. ve Riffe, D. (2008). Attention, perception, and perceived effects: Negative political advertising in a battleground state of the 2004 presidential election. Mass Communication and Society, 11(2), 177-196.
Creswell, J. W. (2009). Editorial: Mapping the Field of Mixed Methods Research. Journal of Mixed Methods Research, 3(2), 95–108.
Dahlen, M., Lange, F. ve Smith, T. (2010). Marketing communications: A brand narrative approach. West Sussex: John Wiley and Sons.
Davies, G. ve Mian, T. (2010). The reputation of the party leader and of the party being led. European Journal of Marketing, 44(3/4), 331-350.
de Chernatony, L. (2006). From Brand Vision to Brand Evaluation, (4th ed.). Oxford: Butterworth-Heinemann.
Demirağ, B. ve Tan, A. (2017). An Application on Brand Positioning Activities Of Political Parties: Gaziantep Sample. Business & Management Studies: An International Journal, 5(4), 97.
French, A. ve Smith, G. (2010). Measuring political brand equity: a consumer oriented approach. European Journal of Marketing, 44 (3/4), 460-477.
Girişken, Y., Bulut, D. ve Kurtuluş, S. (2015). Sosyal Olayların Siyasal marka kişiliği üzerindeki yansımaları. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 37(2), 285- 306.
Gurău, C. ve Ayadi, N. (2011). Political communication management: The strategy of the two main candidates during the 2007 French presidential elections. Journal of Communication Management, 15(1), 5-22.
Gusenbauer, M. (2019). Google Scholar to overshadow them all? Comparing the sizes of 12 academic search engines and bibliographic databases. Scientometrics, 118, 177–214.
Harris, P. ve Lock, A. (2010). ‘Mind the gap”: The rise of political marketing and a perspective on its future agenda. European Journal of Marketing, 44 (3/4), 297-307.
Henneberg, S. C., ve O'Shaughnessy, N. J. (2007). Theory and concept development in political marketing: Issues and an agenda. Journal of Political Marketing, 6(2-3), 5-31.
Holt, D.B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1), 70-90.
Hughes, A. ve Dann, S. (2009). Political marketing and stakeholder engagement. Marketing Theory, 9(2), 243-256.
Huurne, M., Ronteltap, A., Corten, R., ve Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485–498.
Jain, V., Chawla, M., Ganesh, B.E. ve Pich, C. (2018). Exploring and consolidating the brand personality elements of the political leader. Spanish Journal of Marketing-ESIC, 22(3), 295 -318.
Karayel Bilbil, E., ve Çelikkol, N. (2015). Siyasette markalaşmak: 2014 Cumhurbaşkanlığı seçimi adaylarının siyasal marka olarak konumlandırılmasının analizi. Öneri Dergisi, 11 (43) , 231-250.
Kotler, P. ve Keller, K. (2006). Marketing Management. 12th Edition. Prentice Hall, Upper Saddle River.
Lees-Marshment, J. (2001). Political marketing and British political parties: The party's just begun. Manchester University Press.
Lees-Marshment, J. (2009). Marketing After the Election: The Potential and Limitations of Maintaining a Market Orientation in Government. Canadian Journal of Communication, 34(2).
Lilleker, D. G. (2005). Political Marketing: the cause of an emerging democratic deficit in Britain?. Journal of Non-profit and Public Sector Marketing, 14(1-2), 5-26.
Lilleker, D.G., Jackson, N.A. ve Scullion, R. eds., (2006). The marketing of political parties: Political marketing at the 2005 General Election. Manchester University Press.
Lim, W. M., Ahmad, A., Rasul, T. ve Omar Parvez, M. (2021). Challenging the mainstream assumption of social media influence on destination choice. Tourism Recreation Research, 46(1), 137–140.
Lim, W. M., Yap, S. F. ve Makkar, M. (2021). Home sharing in marketing and tourism at the tipping point: What do we know, how do we know, and where should we be heading?. Journal of Business Research, 122, 534–566.
Lock, A. ve Harris, P. (1996). Political marketing-vive la différence!, European Journal of Marketing, 30(10/11), 14-24.
Memiş, S. (2017). Politik Marka Bağlılığı ve Marka Bağlılığını Etkileyen Faktörleri Belirlemeye Yönelik Bir Araştırma. Ejovoc (Electronic Journal of Vocational Colleges), 7(1), 74 83.
Milewicz, C.M. ve Milewicz, M.C. (2014). The branding of candidates and parties: The US news media and the legitimization of a new political term. Journal of Political Marketing, 13(4), 233-263.
Moher, D., Liberati, A., Tetzlaff, J. ve Altman, D. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. Annals of Internal Medicine, 151(4), 264–269.
Moufahim, M. ve Lim, M. (2009). Towards a critical political marketing agenda?. Journal of Marketing Management, 25(7-8), 763-776.
Moufahim, M., Humphreys, M., Mitussis, D. ve Fitchett, J. (2007). Interpreting discourse: A critical discourse analysis of the marketing of an extreme right party. Journal of Marketing Management, 23(5-6), 537-558.
Needham, C. (2005). Brand leaders: Clinton, Blair and the limitations of the permanent campaign. Political Studies, 53(2), 343-361.
Needham, C. (2006). Brands and political loyalty. Journal of Brand Management, 13(3), 178- 187.
Needham, C. ve Smith, G. (2015), Introduction: Political Branding. Journal of Political Marketing, 14(1-2), 1-6.
Newman, B. I. (1999). Handbook of Political Marketing, Sage Publications.
Newman, B. I. (2002). The role of marketing in politics. Journal of Political Marketing, 1(1), 1-5.
Nielsen, S. (2016). Measuring political brands: An art and a science of mapping the mind. Journal of Political Marketing, 15(1), 70-95.
O'Cass, A. ve Voola, R. (2011). Explications of political market orientation and political brand orientation using the resource-based view of the political party. Journal of Marketing Management, 27(5-6), 627-645.
O'Cass, A. ve Pecotich, A. (2005). The dynamics of voter behavior and influence processes in electoral markets: A consumer behavior perspective. Journal of Business Research, 58(4), 406-413.
O’Cass, A. (1996). Political marketing and the marketing concept. European Journal of Marketing, 30(10/11), 37-53.
O’Cass, A. (2001). Political marketing-An investigation of the political marketing concept and political market orientation in Australian politics. European Journal of Marketing, 35(9/10), 1003-1025.
Osuagwu, L. (2008). Political marketing: conceptualisation, dimensions and research agenda. Marketing Intelligence and Planning, 26(7), 793-810.
Ottovordemgentschenfelde, S. (2017). Organizational, professional, personal’: An exploratory study of political journalists and their hybrid brand on Twitter. Journalism, 18(1), 64-80.
Panigyrakis, G. ve Altinay, L. (2017). Political branding in turbulent times. The Service Industries Journal, 37(9-10), 681-683.
Panwar, J.S. (2004). Beyond Consumer Marketing: Sectoral Marketing and Emerging Trends. Sage Publications India.
Peng, N. ve Hackley, C. (2009). Are voters, consumers?. Qualitative Market Research: An International Journal, 12 (2)0, 171-186.
Pich, C. ve Dean, D. (2015). Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party. Journal of Marketing Management, 31(11-12), 1353-1378.
Pich, C. ve Newman, B. I. (2020). Evolution of Political Branding: Typologies, Diverse Settings and Future Research. Journal of Political Marketing, 19(1-2), 3-14.
Pich, C., Armannsdottir, G. ve Dean, D. (2020). Exploring the Process of Creating and Managing Personal Political Brand Identities in Non-party Environments: The Case of the Bailiwick of Guernsey. Journal of Political Marketing, 19(4), 414-434.
Pich, C., Armannsdottir, G. ve Spry, L. (2018). An Exploratory Case Study Focusing on the Creation, Orientation, and Development of a New Political Brand: The Case of the Jury Team. Politics and Policy, 46(1), 141-181.
Phipps, M., Brace-Govan, J. ve Jevons, C. (2010). The duality of political brand equity. European Journal of Marketing, 44(3/4), 496-514.
Rawson, E. A. G. (2007). Perceptions of the United States of America: Exploring the political brand of a nation. Place Branding and Public Diplomacy, 3(3), 213-221.
Reeves, P., de Chernatony, L. ve Carrigan, M. (2006). Building a political brand: Ideology or voter-driven strategy. Journal of Brand Management, 13(6), 418-428.
Sääksjärvi, M. ve Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of Interactive Marketing, 25(3), 169-177.
Savigny, H. (2011). The Problem of Political Marketing. Bloomsbury Publishing USA.
Scammell, M. (1999). Political marketing: Lessons for political science’. Political Studies, 47(4), 718-739.
Scammell, M. (2016). Designer politics: How elections are won. Springer.
Schneider, H., (2004). Branding in politics-manifestations, relevance and identity-oriented management. Journal of Political Marketing, 3(3), 41-67. https://doi.org/10.1300/J199v03n03_03
Serazio, M. (2017). Branding politics: Emotion, authenticity, and the marketing culture of American political communication. Journal of Consumer Culture, 17(2), 225-241.
Smith, G. ve Saunders, J. (1990). The application of marketing to British politics. Journal of Marketing Management, 5(3), pp.295-306.
Smith, G. (2001). The 2001 general election: Factors influencing the brand image of political parties and their leaders. Journal of Marketing Management, 17(9-10), 989-1006.
Smith, G. ve Speed, R. (2011). Cultural branding and political marketing: An exploratory analysis. Journal of Marketing Management, 27(13-14), 1304-1321.
Smith, G. (2005). Positioning political parties: The 2005 UK general election. Journal of Marketing Management, 21(9-10), 1135-1149.
Smith, G. ve French, A. (2009). The political brand: A Consumer Perspective. Marketing Theory, 9(2), 209-226.
Speed, R., Butler, P. ve Collins, N. (2015). Human branding in political marketing: applying contemporary branding thought to political parties and their leaders. Journal of Political Marketing, 14(1-2), 129-151.
Toksarı, M. ve Dağcı, M. (2016). Seçmen nezdinde AK partinin marka değeri. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 8(1). 147-156
Van Ham, P. (2001). The rise of the brand state: The postmodern politics of image and reputation. Foreign Affairs, 80(5), 2-6.
Watts, D. (1997). Political Communication Today. Manchester University Press.
White, J. ve de Chernatony, L.D. (2002). New Labour: A study of the creation, development and demise of a political brand. Journal of Political Marketing, 1(2-3), 45-52.
Wilkie, W. L. ve Moore, E. S. (2003). Scholarly research in marketing: Exploring the “4 eras” of thought development. Journal of Public Policy and Marketing, 22(2), 116-146.
Wring, D. (1997). Reconciling marketing with political science: Theories of political marketing. Journal of Marketing Management, 13(7), 651-663.
Wring, D. (2005). The labour campaign. Parliamentary Affairs, 58(4), 712-724.