Kurum kimliğinin marka meşruiyeti üzerindeki rolü: Otomotiv şirketi örneği
Küçük Resim Yok
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmanın amacı, bir markanın pazara ilk sunuluşundan itibaren marka meşruiyetini sağlamak amacıyla kurum tarafından oluşturulan kurum kimliği çalışmalarının üstlendiği rolü incelemektir. Çalışmada, markaların meşruiyet stratejilerinin hedef kitlelere ulaştırılmasını sağlayan en etkin araçlardan birisi olan kurum ve dolayısıyla marka kimliği söylemlerinin meşruiyetin hangi alt bileşenlerine vurgu yaptığı analiz edilmiştir. Araştırma kapsamında, Türkiye'nin ileri gelen otomotiv gruplarından birisi tarafından temsil edilen yeni bir otomobil markasının ilk pazara sunuluşundan itibaren, pazardan çekilişine kadar geçen 10 yıllık süreçte (2009-2019) kamuoyu ve kendi hedef kitlesi nezdinde marka bilinirliği ve meşruiyetini sağlamak amacıyla iletişimde kullandığı söylemler, ilgili marka tarafından servis edilmiş olan basın bülteni metinlerinin söylem stratejileri ve meşruiyet kategorileri üzerinden nitel analize tabi tutulması ile incelenmiştir. Analizler sonucunda, "geçerlilik" üzerine olan söylem stratejilerinin, "uygunluk" üzerine olanlara göre daha fazla öne çıktığı, geçerlilik üzerine olan söylemler arasından ise, "doğal bir varlık veya gelişmeye ya da otoriteye vurgu yapanların" daha ağırlıklı kullanıldığı görülmüştür. Uygunluk üzerine olan söylem stratejilerinde ise "duyguları yönlendiren söylemler" ile "toplum ahlakı üzerine" olan ve "başarıyı vurgulayan" söylemlerin öne çıktığı görülmüştür. Meşruiyet tiplerine göre bir değerlendirme yapıldığında ise, kullanılan söylemlerin daha büyük bir çoğunluğunun pragmatik ve normatif bazlı olduğu, bilişsel bazlı olanların ağırlığının ise daha düşük olduğu sonucu ortaya çıkmıştır.
The purpose of this research is to examine the role of corporate identity studies implemented by an institution during the formation of a newly introduced brand's legitimacy from its first launch until its withdrawal from the market. This study aims to find which sub-components of legitimacy are emphasized in the corporate identity and hence the brand identity discourses of the company, as extremely effective tools to deliver to the target audience the legitimacy strategy messages of the company. Within the scope of the research, the discourses used in communication to ensure the brand awareness and legitimacy of a new automobile brand in the eyes of the public and the target audience, introduced to the market by one of Turkey's leading automotive groups, were examined. The press release texts distributed by the relevant brand in a 10-year period (2009-2019) - from its first launch until its withdrawal from the market - were subject to qualitative analysis through rhetorical strategies and legitimacy categories. As a result of the analysis, it was revealed that rhetorical strategies promoting "validity" stood out more than those on "propriety" in the sector examined. Among the rhetorical strategies on validity, it has been observed that those stressing that "a development or an entity is inevitable and natural" or that "the entity is approved and supported by regulators or other influential actors" were used more frequently. On the other hand, among the rhetorical strategies on propriety, discourses addressing "emotions" and emphasizing "the moral values of the focal entity" or "the success of a specific entity" were favoured. When evaluated according to legitimacy types, most of the discourses were pragmatic and normative based. Cognitive legitimacy discourses were used less frequently.
The purpose of this research is to examine the role of corporate identity studies implemented by an institution during the formation of a newly introduced brand's legitimacy from its first launch until its withdrawal from the market. This study aims to find which sub-components of legitimacy are emphasized in the corporate identity and hence the brand identity discourses of the company, as extremely effective tools to deliver to the target audience the legitimacy strategy messages of the company. Within the scope of the research, the discourses used in communication to ensure the brand awareness and legitimacy of a new automobile brand in the eyes of the public and the target audience, introduced to the market by one of Turkey's leading automotive groups, were examined. The press release texts distributed by the relevant brand in a 10-year period (2009-2019) - from its first launch until its withdrawal from the market - were subject to qualitative analysis through rhetorical strategies and legitimacy categories. As a result of the analysis, it was revealed that rhetorical strategies promoting "validity" stood out more than those on "propriety" in the sector examined. Among the rhetorical strategies on validity, it has been observed that those stressing that "a development or an entity is inevitable and natural" or that "the entity is approved and supported by regulators or other influential actors" were used more frequently. On the other hand, among the rhetorical strategies on propriety, discourses addressing "emotions" and emphasizing "the moral values of the focal entity" or "the success of a specific entity" were favoured. When evaluated according to legitimacy types, most of the discourses were pragmatic and normative based. Cognitive legitimacy discourses were used less frequently.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
