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: Foreign sounding, foreign branding, the preferences of Turkish customers, hedonic products, utilitarian products, hybrid products
- Yıl: 2010
- Dil: İngilizce
- Üniversite: The Unıversıty Of Manchester
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
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.
Benzer Tezler
- Küresel marka algısının tüketici satın alma davranışı üzerindeki etkisine yönelik ampirik bir araştırma
An empirical research on the impact of global brand perception on consumer purchasing behavior
ORÇUN GÜNEY
Yüksek Lisans
Türkçe
2019
İşletmeManisa Celal Bayar Üniversitesiİşletme Ana Bilim Dalı
DOÇ. DR. BURAK KARTAL
- Uluslararası marka tercihinde sosyal değer yöneliminin etkisi
The impact of social value orientation on international brand preference
SERCAN AKPINAR
Yüksek Lisans
Türkçe
2023
İşletmeSakarya ÜniversitesiUluslararası Ticaret Ana Bilim Dalı
DOÇ. DR. ESRA DİL
- Ulus marka ölçeği geliştirme çalışması
Developing a brand diplomacy scale in nation branding
CİHAD DOĞAN
- Ovulasyon indüksiyonu tedavisinde folliküler gelişimin ultrasonografik takibi
Başlık çevirisi yok
MERİH BAYRAM
Tıpta Uzmanlık
Türkçe
1987
Kadın Hastalıkları ve DoğumGazi ÜniversitesiKadın Hastalıkları ve Doğum Ana Bilim Dalı
DOÇ. DR. MÜLAZIM YILDIRIM
- Çimentonun sertleşmesi üzerinde kimyasal komponentlerin etkisi
Başlık çevirisi yok
NACİYE TÜRKEL
Yüksek Lisans
Türkçe
1986
Kimya MühendisliğiUludağ ÜniversitesiKimya Ana Bilim Dalı
PROF. DR. MUSTAFA CEBE