The impacts of foreign branding on perceptions and attitudes of Turkish customers
Başlık çevirisi mevcut değil.
- Tez No: 403241
- Danışmanlar: Dr. CLAUDIO DE-MATTOS
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, İşletme, Advertising, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2010
- Dil: İngilizce
- Üniversite: The University of Manchester
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 119
Özet
Özet yok.
Özet (Çeviri)
It is widely acknowledged that foreign names, pronunciations and writings are a part of daily life throughout the world. Thus, foreign branding (sounding) has become more important for companies, as it has a strong influence on consumers' perceptions and attitudes (Leclerc, Schmitt and Dubé, 1994). In this study the author investigated the notion that the preferences of Turkish consumers differ between the sounding of Latin languages (French and Italian) and Anglo-Saxon German languages (German and English) in respect to hedonic, utilitarian and hybrid products. To achieve the objectives of this study, a quantitative method, questionnaire and interviews were conducted. Also, two data analysis methods (exploratory and confirmatory) were used in order to investigate the hypotheses developed according to the literature review. The respondents interviewed were categorized by age group, gender, educational level and city in order to find out how their preferences differed. The study concluded that there is a tendency toward the sounding of Latin languages for hedonic products, while this is not the case for utilitarian products, and that Turkish people found German and English preferable to French and Italian in respect to utilitarian products. Another significant finding was that the younger Turkish consumers preferred Latin sounding languages to Anglo-Saxon German sounding languages for hedonic products. Therefore, these and other findings in the study allow firms to gain a better understanding of the importance of foreign sounding brands. KEY WORDS: Foreign sounding, foreign branding, the preferences of Turkish customers, hedonic products, utilitarian products, hybrid products
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