Siyasi parti ve siyasi parti liderlerinin markalaşma çalışmaları
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Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Bilgi Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
ÖZET: Siyaset ve pazarlamanın etkileşimi sonucu ortaya çıkan siyasal pazarlama günümüzde daha pazar odaklı hale gelmiştir. Bu durum, siyasi markaların da geleneksel pazarlamadaki ürünler gibi değerlendirilmesini zorunlu hale getirmiştir. Dolayısıyla pazarlama uygulamaları içerisinde marka kişiliği dikkat çekici hale gelmiştir ve siyasi partiler seçmenleri etkilemek için siyasi marka sadakatini arttırmak adına birçok faaliyet yürütmeye başlamıştır. Siyasal pazarlama açısından mevcut çalışma kapsamında seçmenlerin kendilerini yakın hissettikleri siyasal partilere atfettikleri sıfatları tespit etmek, seçmenlerin siyasal partilere bağlılık durumunu, eğer varsa bu siyasal parti bağlılığının partilere göre ilişkisini ve marka kişiliğinin bağlılık ile olan ilişkisini ortaya koymak amaçlanmıştır. Bu bağlamda marka kişiliği ve marka sadakatinin ölçülmesi için literatürdeki ölçeklerden yararlanılmıştır. Elde edilen faktörler marka kişiliği bağlamında yetkinlik, samimiyet, özgün, genç-dinamik ve mesafeli olarak; marka bağlılığı için ise tatmin ve sadakat, alternatif çekicilik, şikayet davranışı, değişime duygusal direnç, parti değiştirmeye direnç ve hesaplanabilir bağlılık kapsamında değerlendirilmiştir. Çalışma kapsamında elde edilen bulgulara göre marka kişiliğinin alt boyutları ile marka sadakatinin alt boyutları arasında ilişkiler tespit edilmiştir. Ayrıca marka kişiliğinin ve marka sadakatinin seçmen tiplerine göre farklılaştığı tespit edilmiştir.
ABSTRACT: Political marketing, which emerged because of the interaction of politics and marketing, has become more market-oriented today. This situation necessitated the evaluation of political brands as products in traditional marketing. Therefore, brand personality has become remarkable in marketing practices and political parties have started to carry out many activities to increase political brand loyalty to influence voters. In terms of political marketing, within the scope of the current study, it is aimed to determine the adjectives that the voters attribute to the political parties they feel close to, to reveal the loyalty of the voters to the political parties, the relationship of this political party affiliation, if any, according to the parties, and the relationship between brand personality and loyalty. In this context, scales in the literature were used to measure brand personality and brand loyalty. The factors obtained are competence, sincerity, originality, young-dynamic and distant in the context of brand personality. For brand loyalty, satisfaction and loyalty were evaluated within the scope of alternative attractiveness, complaint behavior, emotional resistance to change, resistance to party switching, and calculable loyalty. According to the findings, relationships were determined between the sub-dimensions of brand personality and the sub-dimensions of brand loyalty. In addition, it has been determined that brand personality and brand loyalty differ according to the type of voters.
ABSTRACT: Political marketing, which emerged because of the interaction of politics and marketing, has become more market-oriented today. This situation necessitated the evaluation of political brands as products in traditional marketing. Therefore, brand personality has become remarkable in marketing practices and political parties have started to carry out many activities to increase political brand loyalty to influence voters. In terms of political marketing, within the scope of the current study, it is aimed to determine the adjectives that the voters attribute to the political parties they feel close to, to reveal the loyalty of the voters to the political parties, the relationship of this political party affiliation, if any, according to the parties, and the relationship between brand personality and loyalty. In this context, scales in the literature were used to measure brand personality and brand loyalty. The factors obtained are competence, sincerity, originality, young-dynamic and distant in the context of brand personality. For brand loyalty, satisfaction and loyalty were evaluated within the scope of alternative attractiveness, complaint behavior, emotional resistance to change, resistance to party switching, and calculable loyalty. According to the findings, relationships were determined between the sub-dimensions of brand personality and the sub-dimensions of brand loyalty. In addition, it has been determined that brand personality and brand loyalty differ according to the type of voters.
Açıklama
Anahtar Kelimeler
Markalaşma, Siyasal Pazarlama, Marka, Siyasi Marka, Marka Sadakati, Branding, Political Parties, Brand, Political Brand, Political Loyalty
