Araştırma Makalesi
BibTex RIS Kaynak Göster

Global Markaların Türkiye Sevdası: Glokalizasyondan “Yerellik Yıkaması”na Uzanan Stratejik Yollar

Yıl 2022, Cilt: 25(1) Sayı: 49, 210 - 237, 08.03.2022
https://doi.org/10.18691/kulturveiletisim.987966

Öz

Günümüzde devletler kadar markalar da milliyetçi anlatıların inşasında ve sürdürülmesinde kilit rol üstlenmektedir. Markalı ürün ve hizmetlere milliyetçi özellikler kazandırılması, “ticari milliyetçilik” olarak tanımlanmaktadır. Yerli markaların tüketicilere sundukları ürün/hizmetleri belirli ulusal imge, değer ve özelliklerle özdeşleştirmesi, marka kimlikleriyle uyumlu bir durum olarak değerlendirilebilir. Ancak, yakın zamanda global markaların da Türkiye’ye dair ulusal kimlik imgelerini, “yerli markalarmışçasına” kullanmaya başladıkları görülmektedir. Bu çalışmanın temel tezi çerçevesinde “yerellik yıkaması” olarak adlandırılan bu olgu, global markaların pazarlama iletişimlerinde yeni bir aşamaya işaret etmektedir. Söz konusu reklamlarla tüketicide yaratılmak istenen algı, global markanın “yabancı/dışarıdan/onlardan” değil; “yerel/içeriden/bizden” olduğudur. “Global düşün, yerel hareket et” yaklaşımı üzerinde temellenen glokalizasyon stratejilerinden farklı olarak; “yerellik yıkaması” kavramı ile global markanın değerlerinin, ulusal değerlerin içerisinde neredeyse görünmez hale geldiği bir anlam alaşımı kastedilmektedir. Halihazırdaki çalışmanın amacı, global markaların “yerellik yıkaması” içeren reklamlarını ticari milliyetçilik ekseninde incelemek ve bu reklamlardaki öncelikli temaları söylem çözümlemesi üzerinden ortaya çıkarmaktır. Türkiye’de 2000’lerle başlayan erken dönem “yerellik yıkaması” reklam uygulamalarında, global markaların Türk kolektif kimliğine dair belirli sembolleri kullandıkları görülmektedir. 2010 sonrasında ise Anadolu’nun ve Anadolu’nun kültürel çeşitliliğinin, biricikliğinin, bilgeliğinin bir parçası oldukları mesajları göze çarpmaktadır. Bu çerçevede, global marka reklamlarında “vatan ve yurtseverlik” kavramlarının araçsallaştırıldığı, ulusu yaratan ana unsur olarak vatan kavramının kutsallaştırıldığı ve romantize edildiği gözlemlenmektedir. Vatan, milli ruhu yansıtan metafizik bir değer olarak tanımlanmakta ve Anadolu imgeleri üzerinden bir “manevi vatan” kavramı inşa edilmektedir. “Türkiye sevgisi”, global markalar için “yerellik yıkaması”na giden yolu açan kavramların başında gelmektedir. Milliyetçilik, global markalara “yurtseverlik” iddialarının ve Türkiye “sevdası” üzerinden meşrulaştırdıkları “Türklüklerinin” sembolik araçlarını sağlamaktadır.

Kaynakça

  • Accenture (2020). “Covid-19: New Habits Are Here to Stay for Retail Consumers.” https://www.accenture.com/us-en/insights/retail/coronavirus-consumer-habits. Erişim Tarihi: 24.05.2021
  • Akaka, Melisa Archpru ve Dana L. Alden (2010). “Global Brand Positioning and Perceptions: International Advertising and Global Consumer Culture.” International Journal of Advertising, 29(1): 37-56.
  • Alden, Dana. L., Jan-Benedict E. M. Steenkamp ve Rajeev Batra (1999). “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture.” Journal of Marketing, 63: 75-87.
  • Anderson, Benedict (2017). Hayali Cemaatler: Milliyetçiliğin Kökenleri ve Yayılması (7. Baskı). İstanbul: Metis.
  • Appadurai, Arjun (1996). Modernity at Large: Cultural Dimensions of Globalization. Minneapolis, ML: University of Minnesota Press.
  • Arnould, Eric J. ve Craig J. Thompson (2005). “Consumer Culture Theory (CCT): Twenty Years of Research.” Journal of Consumer Research 3(4): 868–882.
  • Banet-Weiser, Sarah (2012). Authentic: The Politics of Ambivalence in a Brand Culture. New York: New York University Press.
  • Billig, Michael (1995). Banal Nationalism. London: Sage Publication.
  • Boorstin, Daniel J. (1978). The Republic of Technology: Reflections on Our Future Community. New York: Harper and Row.
  • Bora, Tanıl (2017). Cereyanlar: Türkiye’de Siyasi İdeolojiler. İstanbul: İletişim Yayınları.
  • Bourse, Michel ve Halime Yücel (2012). İletişim Bilimlerinin Serüveni. İstanbul: Ayrıntı Yayınları.
  • Buğra, Gökşen M. (2006). “Folklor-Reklam İlişkisi Bağlamında Yerellik ve Milliyetçilik Öğelerinin Kullanımı.” Milli Folklor, 71: 53-55.
  • Chiu, Chi-yue, LeeAnn Mallorie, Hean Tat Keh ve Wilbert Law (2009). “Perceptions of Culture in Multicultural Space: Joint Presentation of Images from Two Cultures Increases In-Group Attribution of Culture-Typical Characteristics.” Journal of Cross Cultural Psychology, 40(2): 282-300.
  • Cleveland, Mark ve Fabian Bartsch (2019). “Global Consumer Culture: Epistemology and Ontology.” International Marketing Review, 36(4): 556-580.
  • Cleveland, Mark, Michel Laroche ve Ikuo Takahashi (2015). “The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior.” Journal of International Consumer Marketing, 27: 364-387.
  • de Mooij, Marieke (2019). “Fairy Tales of Global Consumer Culture in a Polirizing World.” International Marketing Review, 36(4): 581-586.
  • de Vries, Eline L. E. ve Bob Fennis (2020). “Go Local or Go Global: How Local Brands Promote Buying Impulsivity.” International Marketing Review, 37(1): 1-28.
  • Diamond, Patrick (2019). “Introduction.” The Crisis of Globalization: Democracy, Capitalism and Inequality in the Twenty-First Century. Patrick Diamond (der.) içinde. London and New York: I. B. Tauris. 1-24.
  • Dicken, Peter (2015). Global Shift: Mapping the Changing Contours of the World Economy (7. Baskı). New York and London: The Guilford Press.
  • Edelman (2021). “Trust Barometer 2021.” https://www.edelman.com/sites/g/files/aatuss191/files/2021-01/2021-edelman-trust-barometer.pdf. Erişim Tarihi: 24.05.2021.
  • Eren Erdoğmuş, İrem ve Taşkın Dirsehan (2017). “Exploring Local vs Global Brand Associations in an Emerging Market Using BCM Technique.” Qualitative Market Research: An International Journal, 20(3): 266-288.
  • Fox, John. E. ve, Cynthia Miller- Idriss (2008). “Everyday Nationhood.” Ethnicities, 8(4): 536-563.
  • Friedman, Thomas (2005). Dünya Düzdür: Yirmi Birinci Yüzyılın Kısa Tarihi. İstanbul: Boyner Yayınları.
  • Gellner, Ernest (1992). Uluslar ve Ulusçuluk. İstanbul: İnsan Yayınları.
  • Ger, Güliz (1999). “Localizing in the Global Village: Local Firms Competing in Global Markets.” California Management Review, 41(4): 64-83.
  • Gerth, Karl (2011). “Consumer Nationalism.” Encyclopedia of Consumer Culture (Vol.1). Dale Southerton (der.) içinde. London: Sage Publications. 279-281.
  • Ghemawat, Pankaj (2017). “Globalization in the Age of Trump.” Harvard Business Review, July-August: 112-123.
  • Gürhan-Canli, Zeynep, Gülen Sarıal-Abi ve Ceren Hayran (2018). “Consumers and Brands Across the Globe: Research Synthesis and New Directions.” Journal of International Marketing, 26(1): 96-117.
  • Hao, Jia, Dongmei Li, Luluo Peng, Siqing Peng ve Carlos J. Torelli (2016). “Advancing Our Understanding of Culture Mixing.” Journal of Cross-Cultural Psychology, 47(10): 1257-1267.
  • He, Jiaxun ve Cheng Lu Wang (2017). “How Global Brands Incorporating Local Cultural Elements Increase Consumer Purchase Likelihood: An Empirical Study in China.” International Marketing Review, 34(4): 463-479.
  • Hollensen, Svend ve Christian Schimmelpfennig (2015). "Developing a Glocalisation Strategy: Experiences from Henkel's Product Launches in the Middle East and Europe." Journal of Brand Strategy 4(3): 248-258.
  • Holt, Douglas B., John A. Quelch ve Earl L. Taylor (2004). “How Global Brands Compete”. Harvard Business Review, 82(9): 68-75.
  • Jackson, Peter (2004). “Local Consumption Cultures in a Globalizing World.” Transactions of the Institute of British Geographers, 29(2): 165-178.
  • James, Paul (1983). “Australia in the Corporate Image: A New Nationalism”. Arena, 63: 65-106.
  • Kaldor, Mary (1996). “Cosmopolitanism versus Nationalism: The New Divide?” Europe’s New Nationalism: States and Minorities in Conflict. Richard Caplan ve John Feffer (der.) içinde. Oxford: Oxford University Press. 42-58.
  • Kania-Lundholm, Magdalena (2014). “Nation in Market Times: Connecting the National and the Commercial. A Research Overview.” Sociology Compass, 8(6): 603-613.
  • Kobayashi, Koji (2011). “Globalization, Corporate Nationalism and Japanese Cultural Intermediaries: Representation of Bukatsu through Nike.” International Review for the Sociology of Sport, 47(6): 724-742.
  • Koch, Natalie (2020). “The Corporate Production of Nationalism”. Antipode, 52(1): 185-205.
  • Koloğlu, Orhan (1999). Reklamcılığımızın İlk Yüzyılı. İstanbul: Reklamcılar Derneği Yayınları.
  • Kurasawa, Fuyuki (2004). “A Cosmopolitanism from Below: Alternative Globalization and the Creation of a Solidarity without Bounds.” European Journal of Sociology, 45(2): 233-255.
  • Lakoff, George ve Mark Johnson (2015). Metaforlar: Hayat, Anlam ve Dil. İstanbul: İthaki Yayınları.
  • Lekakis, Eleftheria J. (2017). “Economic Nationalism and the Cultural Politics of Consumption Under Austerity: The Rise of Ethnocentric Consumption in Greece.” Journal of Consumer Culture, 17(2): 286-302.
  • Levitt, Theodore (1983). “The Globalization of Markets.” Harvard Business Review, 61(3): 69-81.
  • Mazzarella, William (2003). Shoveling Smoke: Advertising and Globalization in Contemporary India. Druham, London: Duke University Press.
  • McCracken, Grant (1986). “Culture and Consumption: A Theoretical Account of Structure and Movement of the Cultural Meaning of Consumer Goods.” Journal of Consumer Research, 13(1): 71-84.
  • Nebioğlu, Rahime Ç. (2021). “Postmodern Çağda Milli Kimliğin Yapımı ve Yapısökümü: İngilizliğin 50 Temel Özü”. Milli Folklor, 17(130): 44-57.
  • Öneği, Merve, Zeliha Eser ve Sezer Korkmaz (2019). “Consumers’ Evalutation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product.” International Journal of Business and Administrative Studies, 5(3): 109-118.
  • Özkan, Derya ve Robert J. Foster (2005). “Consumer Citizenship, Nationalism, and Neoliberal Globalization in Turkey: The Advertising Launch of Cola Turka.” Advertising&Society Review, 6(3).
  • Özsomer, Ayşegül (2012). “The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness”. Journal of International Marketing, 20(2): 72-95.
  • Özsomer, Ayşegül, Rajeev Batra, Amitava Chattopadhyay ve Frenkel ter Hostede (2012). “Global Brand Management Roadmap”. International Journal of Research in Marketing, 29: 1-4.
  • Perry, Nick (2013). The Dominion of Signs. Auckland: Auckland University Press.
  • Prideaux, Jillian (2009). “Consuming Icons: Nationalism and Advertising in Australia”. Nations and Nationalism, 15(4): 616-635.
  • Ritzer, George (2003). “Rethinking Globalization: Glocalization/Grobalization and Something/Nothing.” Sociological Theory, 21(3): 193-209.
  • Robertson, Roland (1992). Globalization: Social Theory and Global Culture. London: Sage Publications.
  • Robertson, Roland (2001). “Globalization Theory 2000+: Major Problematics.” Handbook of Social Theory. George Ritzer ve Barry Smart (der.) içinde. London, Thousand Oak: Sage Publications. 458-471.
  • Schultz, Don. E. ve Philip J. Kitchen (2000). Communicating Globally: An Integrated Marketing Approach. Lincolnwood, IL: NTC Business Books.
  • Siamagka, Nikoletta-Theofania ve George Balabanis (2015). “Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing.” Journal of International Marketing, 23(3): 66-86.
  • Silk, Michael, David L. Andrews ve C. L. Cole (2005). “Corporate Nationalism(s)? The Spatial Dimensions of Sporting Capital.” Sport and Corporate Nationalisms. Michael L. Silk, David L. Andrews ve C. L. Cole (der.) içinde. Oxford, New York: Berg. 1-12.
  • Steenkamp, Jan-Benedict, Rajeev Batra ve Dana L. Alden (2003). “How Perceived Brand Globalness Creates Brand Value”. Journal of International Business Studies, 34(1): 53-65.
  • Steenkamp, Jan-Benedict (2019). “The Uncertain Future of Globalization: Implications for Global Consumer Culture and Global Brands”. International Marketing Review, 36(4): 524-535.
  • Strizhakova, Yuliya, Robin A. Coulter ve Linda L. Price (2008). “Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries.” Journal of International Marketing, 16(4): 57-85.
  • Tian, Kelly ve Lily Dong (2011). Consumer-Citizens of China: The Role of Foreign Brands in the Imagined Future China. London: Routledge.
  • Torelli, Carlos ve Shirley Cheng (2011). “Cultural Meanings of Brands and Consumption: A window into the Cultural Psychology of Globalization”. Social and Personality Psychology Compass, 5(5): 251-262.
  • Trentmann, Frank (2007). “Citizenship and Consumption.” Journal of Consumer Culture, 7(2): 147-158.
  • Turner, Graeme (2016). “Setting the Scene for Commercial Nationalism: The Nation, The Market, and The Media.” Commercial Nationalism: Selling the Nation and Nationalizing the Sell. Zala Volcic ve Mark Andrejevic (der.) içinde. Hampshire and New York: Palgrave Macmillan. 14-26.
  • Ünsal, Yüksel (1984). Bilimsel Reklam ve Pazarlamadaki Yeri. İstanbul: ABC Kitabevi.
  • Varga, Somogy (2013). “The Politics of Nation Branding: Collective Identity and Public Sphere in the Neoliberal State”. Philosophy&Social Criticism, 39(8): 825-845.
  • Van Dijk, Teun A. (2012). “A Note on Epistemics and Discourse Analysis”. British Journal of Social Psychological Society, 51(3): 478-485.
  • Volcic, Zala ve Mark Andrejevic (2011). “Nation Branding in the Era of Commercial Nationalism.” International Journal of Communication, 5(1): 598-618.
  • Williams, Raymond (1965). The Long Revolution. Middlesex: Penguin Books.
  • Williamson, Judith (2002). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
  • Xie, Yi, Rejeev Batra ve Siqing Peng (2015). “An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect.” Journal of International Marketing, 23(1): 50-71.
  • Zarantonello, Lia, Silvia Grappi, Marcello Formisano ve J. Josko Brakus, (2020). “How Consumer-Based Brand Equity Relates to Market Share of Global and Local Brands in Developed and Emerging Countries.” International Marketing Review, 37(2): 345-375.

Global Brands’ Enamourment with Turkey: Down the Strategic Paths of Glocalization All the Way towards “Local Washing”

Yıl 2022, Cilt: 25(1) Sayı: 49, 210 - 237, 08.03.2022
https://doi.org/10.18691/kulturveiletisim.987966

Öz

Nowadays, brands play a key role in the construction and maintenance of national narratives as much as that of governments. In the given sense, endowing branded products and services with nationalistic features and qualities can be defined as “commercial nationalism”. Using national images, values, and qualities can be considered as a consistent strategy for local brands. Yet, recently, global brands have equally been making use of nationalistic symbols pertaining to Turkey as if they were “local brands”. This notion, which is addressed as “local washing” within the framework of the main argument of this study, points at a new phase in the marketing communication efforts of global brands. The sort of perception that these kinds of advertisements seek to create on the part of consumers is that the global brands are “local/insider/of us” instead of being “foreign/outsider/of others”. As distinct from glocalization strategies that are grounded upon the “Think global, act local” approach, what is referred to by the notion of “local washing” is that global brand values become almost invisible within national values. The purpose of this study is to analyze global brand advertisements that involve “local washing” from the perspective of commercial nationalism and reveal the themes of priority in these advertisements by means of discourse analysis. It can be observed that in the early examples of “local washing” practices in Turkey (dating back to 2000s) global brands utilized certain symbols in association with the Turkish collective identity. In the post 2010s, however, it can be noticed that the brands’ messages portray them as part of Anatolia and its multiculturalism, uniqueness, and wisdom. Within the given framework, it can also be observed that the concepts of “homeland and patriotism” are often utilized, thus glorifying, and romanticizing the very notion of homeland as the cornerstone of nation. The homeland here is defined as a metaphysical value that reflects the national spirit, aiding the construction of an “intangible motherland” on the grounds of Anatolian imagery. Thus, the “love of Turkey” becomes one of the primary concepts that pave the way for global brands’ practices of “local washing”. This is how nationalism provides global brands with the symbolic instruments for their claims of “patriotism” and “Turkishness” which they legitimize through their love for Turkey.

Kaynakça

  • Accenture (2020). “Covid-19: New Habits Are Here to Stay for Retail Consumers.” https://www.accenture.com/us-en/insights/retail/coronavirus-consumer-habits. Erişim Tarihi: 24.05.2021
  • Akaka, Melisa Archpru ve Dana L. Alden (2010). “Global Brand Positioning and Perceptions: International Advertising and Global Consumer Culture.” International Journal of Advertising, 29(1): 37-56.
  • Alden, Dana. L., Jan-Benedict E. M. Steenkamp ve Rajeev Batra (1999). “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture.” Journal of Marketing, 63: 75-87.
  • Anderson, Benedict (2017). Hayali Cemaatler: Milliyetçiliğin Kökenleri ve Yayılması (7. Baskı). İstanbul: Metis.
  • Appadurai, Arjun (1996). Modernity at Large: Cultural Dimensions of Globalization. Minneapolis, ML: University of Minnesota Press.
  • Arnould, Eric J. ve Craig J. Thompson (2005). “Consumer Culture Theory (CCT): Twenty Years of Research.” Journal of Consumer Research 3(4): 868–882.
  • Banet-Weiser, Sarah (2012). Authentic: The Politics of Ambivalence in a Brand Culture. New York: New York University Press.
  • Billig, Michael (1995). Banal Nationalism. London: Sage Publication.
  • Boorstin, Daniel J. (1978). The Republic of Technology: Reflections on Our Future Community. New York: Harper and Row.
  • Bora, Tanıl (2017). Cereyanlar: Türkiye’de Siyasi İdeolojiler. İstanbul: İletişim Yayınları.
  • Bourse, Michel ve Halime Yücel (2012). İletişim Bilimlerinin Serüveni. İstanbul: Ayrıntı Yayınları.
  • Buğra, Gökşen M. (2006). “Folklor-Reklam İlişkisi Bağlamında Yerellik ve Milliyetçilik Öğelerinin Kullanımı.” Milli Folklor, 71: 53-55.
  • Chiu, Chi-yue, LeeAnn Mallorie, Hean Tat Keh ve Wilbert Law (2009). “Perceptions of Culture in Multicultural Space: Joint Presentation of Images from Two Cultures Increases In-Group Attribution of Culture-Typical Characteristics.” Journal of Cross Cultural Psychology, 40(2): 282-300.
  • Cleveland, Mark ve Fabian Bartsch (2019). “Global Consumer Culture: Epistemology and Ontology.” International Marketing Review, 36(4): 556-580.
  • Cleveland, Mark, Michel Laroche ve Ikuo Takahashi (2015). “The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior.” Journal of International Consumer Marketing, 27: 364-387.
  • de Mooij, Marieke (2019). “Fairy Tales of Global Consumer Culture in a Polirizing World.” International Marketing Review, 36(4): 581-586.
  • de Vries, Eline L. E. ve Bob Fennis (2020). “Go Local or Go Global: How Local Brands Promote Buying Impulsivity.” International Marketing Review, 37(1): 1-28.
  • Diamond, Patrick (2019). “Introduction.” The Crisis of Globalization: Democracy, Capitalism and Inequality in the Twenty-First Century. Patrick Diamond (der.) içinde. London and New York: I. B. Tauris. 1-24.
  • Dicken, Peter (2015). Global Shift: Mapping the Changing Contours of the World Economy (7. Baskı). New York and London: The Guilford Press.
  • Edelman (2021). “Trust Barometer 2021.” https://www.edelman.com/sites/g/files/aatuss191/files/2021-01/2021-edelman-trust-barometer.pdf. Erişim Tarihi: 24.05.2021.
  • Eren Erdoğmuş, İrem ve Taşkın Dirsehan (2017). “Exploring Local vs Global Brand Associations in an Emerging Market Using BCM Technique.” Qualitative Market Research: An International Journal, 20(3): 266-288.
  • Fox, John. E. ve, Cynthia Miller- Idriss (2008). “Everyday Nationhood.” Ethnicities, 8(4): 536-563.
  • Friedman, Thomas (2005). Dünya Düzdür: Yirmi Birinci Yüzyılın Kısa Tarihi. İstanbul: Boyner Yayınları.
  • Gellner, Ernest (1992). Uluslar ve Ulusçuluk. İstanbul: İnsan Yayınları.
  • Ger, Güliz (1999). “Localizing in the Global Village: Local Firms Competing in Global Markets.” California Management Review, 41(4): 64-83.
  • Gerth, Karl (2011). “Consumer Nationalism.” Encyclopedia of Consumer Culture (Vol.1). Dale Southerton (der.) içinde. London: Sage Publications. 279-281.
  • Ghemawat, Pankaj (2017). “Globalization in the Age of Trump.” Harvard Business Review, July-August: 112-123.
  • Gürhan-Canli, Zeynep, Gülen Sarıal-Abi ve Ceren Hayran (2018). “Consumers and Brands Across the Globe: Research Synthesis and New Directions.” Journal of International Marketing, 26(1): 96-117.
  • Hao, Jia, Dongmei Li, Luluo Peng, Siqing Peng ve Carlos J. Torelli (2016). “Advancing Our Understanding of Culture Mixing.” Journal of Cross-Cultural Psychology, 47(10): 1257-1267.
  • He, Jiaxun ve Cheng Lu Wang (2017). “How Global Brands Incorporating Local Cultural Elements Increase Consumer Purchase Likelihood: An Empirical Study in China.” International Marketing Review, 34(4): 463-479.
  • Hollensen, Svend ve Christian Schimmelpfennig (2015). "Developing a Glocalisation Strategy: Experiences from Henkel's Product Launches in the Middle East and Europe." Journal of Brand Strategy 4(3): 248-258.
  • Holt, Douglas B., John A. Quelch ve Earl L. Taylor (2004). “How Global Brands Compete”. Harvard Business Review, 82(9): 68-75.
  • Jackson, Peter (2004). “Local Consumption Cultures in a Globalizing World.” Transactions of the Institute of British Geographers, 29(2): 165-178.
  • James, Paul (1983). “Australia in the Corporate Image: A New Nationalism”. Arena, 63: 65-106.
  • Kaldor, Mary (1996). “Cosmopolitanism versus Nationalism: The New Divide?” Europe’s New Nationalism: States and Minorities in Conflict. Richard Caplan ve John Feffer (der.) içinde. Oxford: Oxford University Press. 42-58.
  • Kania-Lundholm, Magdalena (2014). “Nation in Market Times: Connecting the National and the Commercial. A Research Overview.” Sociology Compass, 8(6): 603-613.
  • Kobayashi, Koji (2011). “Globalization, Corporate Nationalism and Japanese Cultural Intermediaries: Representation of Bukatsu through Nike.” International Review for the Sociology of Sport, 47(6): 724-742.
  • Koch, Natalie (2020). “The Corporate Production of Nationalism”. Antipode, 52(1): 185-205.
  • Koloğlu, Orhan (1999). Reklamcılığımızın İlk Yüzyılı. İstanbul: Reklamcılar Derneği Yayınları.
  • Kurasawa, Fuyuki (2004). “A Cosmopolitanism from Below: Alternative Globalization and the Creation of a Solidarity without Bounds.” European Journal of Sociology, 45(2): 233-255.
  • Lakoff, George ve Mark Johnson (2015). Metaforlar: Hayat, Anlam ve Dil. İstanbul: İthaki Yayınları.
  • Lekakis, Eleftheria J. (2017). “Economic Nationalism and the Cultural Politics of Consumption Under Austerity: The Rise of Ethnocentric Consumption in Greece.” Journal of Consumer Culture, 17(2): 286-302.
  • Levitt, Theodore (1983). “The Globalization of Markets.” Harvard Business Review, 61(3): 69-81.
  • Mazzarella, William (2003). Shoveling Smoke: Advertising and Globalization in Contemporary India. Druham, London: Duke University Press.
  • McCracken, Grant (1986). “Culture and Consumption: A Theoretical Account of Structure and Movement of the Cultural Meaning of Consumer Goods.” Journal of Consumer Research, 13(1): 71-84.
  • Nebioğlu, Rahime Ç. (2021). “Postmodern Çağda Milli Kimliğin Yapımı ve Yapısökümü: İngilizliğin 50 Temel Özü”. Milli Folklor, 17(130): 44-57.
  • Öneği, Merve, Zeliha Eser ve Sezer Korkmaz (2019). “Consumers’ Evalutation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product.” International Journal of Business and Administrative Studies, 5(3): 109-118.
  • Özkan, Derya ve Robert J. Foster (2005). “Consumer Citizenship, Nationalism, and Neoliberal Globalization in Turkey: The Advertising Launch of Cola Turka.” Advertising&Society Review, 6(3).
  • Özsomer, Ayşegül (2012). “The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness”. Journal of International Marketing, 20(2): 72-95.
  • Özsomer, Ayşegül, Rajeev Batra, Amitava Chattopadhyay ve Frenkel ter Hostede (2012). “Global Brand Management Roadmap”. International Journal of Research in Marketing, 29: 1-4.
  • Perry, Nick (2013). The Dominion of Signs. Auckland: Auckland University Press.
  • Prideaux, Jillian (2009). “Consuming Icons: Nationalism and Advertising in Australia”. Nations and Nationalism, 15(4): 616-635.
  • Ritzer, George (2003). “Rethinking Globalization: Glocalization/Grobalization and Something/Nothing.” Sociological Theory, 21(3): 193-209.
  • Robertson, Roland (1992). Globalization: Social Theory and Global Culture. London: Sage Publications.
  • Robertson, Roland (2001). “Globalization Theory 2000+: Major Problematics.” Handbook of Social Theory. George Ritzer ve Barry Smart (der.) içinde. London, Thousand Oak: Sage Publications. 458-471.
  • Schultz, Don. E. ve Philip J. Kitchen (2000). Communicating Globally: An Integrated Marketing Approach. Lincolnwood, IL: NTC Business Books.
  • Siamagka, Nikoletta-Theofania ve George Balabanis (2015). “Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing.” Journal of International Marketing, 23(3): 66-86.
  • Silk, Michael, David L. Andrews ve C. L. Cole (2005). “Corporate Nationalism(s)? The Spatial Dimensions of Sporting Capital.” Sport and Corporate Nationalisms. Michael L. Silk, David L. Andrews ve C. L. Cole (der.) içinde. Oxford, New York: Berg. 1-12.
  • Steenkamp, Jan-Benedict, Rajeev Batra ve Dana L. Alden (2003). “How Perceived Brand Globalness Creates Brand Value”. Journal of International Business Studies, 34(1): 53-65.
  • Steenkamp, Jan-Benedict (2019). “The Uncertain Future of Globalization: Implications for Global Consumer Culture and Global Brands”. International Marketing Review, 36(4): 524-535.
  • Strizhakova, Yuliya, Robin A. Coulter ve Linda L. Price (2008). “Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries.” Journal of International Marketing, 16(4): 57-85.
  • Tian, Kelly ve Lily Dong (2011). Consumer-Citizens of China: The Role of Foreign Brands in the Imagined Future China. London: Routledge.
  • Torelli, Carlos ve Shirley Cheng (2011). “Cultural Meanings of Brands and Consumption: A window into the Cultural Psychology of Globalization”. Social and Personality Psychology Compass, 5(5): 251-262.
  • Trentmann, Frank (2007). “Citizenship and Consumption.” Journal of Consumer Culture, 7(2): 147-158.
  • Turner, Graeme (2016). “Setting the Scene for Commercial Nationalism: The Nation, The Market, and The Media.” Commercial Nationalism: Selling the Nation and Nationalizing the Sell. Zala Volcic ve Mark Andrejevic (der.) içinde. Hampshire and New York: Palgrave Macmillan. 14-26.
  • Ünsal, Yüksel (1984). Bilimsel Reklam ve Pazarlamadaki Yeri. İstanbul: ABC Kitabevi.
  • Varga, Somogy (2013). “The Politics of Nation Branding: Collective Identity and Public Sphere in the Neoliberal State”. Philosophy&Social Criticism, 39(8): 825-845.
  • Van Dijk, Teun A. (2012). “A Note on Epistemics and Discourse Analysis”. British Journal of Social Psychological Society, 51(3): 478-485.
  • Volcic, Zala ve Mark Andrejevic (2011). “Nation Branding in the Era of Commercial Nationalism.” International Journal of Communication, 5(1): 598-618.
  • Williams, Raymond (1965). The Long Revolution. Middlesex: Penguin Books.
  • Williamson, Judith (2002). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
  • Xie, Yi, Rejeev Batra ve Siqing Peng (2015). “An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect.” Journal of International Marketing, 23(1): 50-71.
  • Zarantonello, Lia, Silvia Grappi, Marcello Formisano ve J. Josko Brakus, (2020). “How Consumer-Based Brand Equity Relates to Market Share of Global and Local Brands in Developed and Emerging Countries.” International Marketing Review, 37(2): 345-375.
Toplam 73 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makalesi
Yazarlar

Eda Öztürk 0000-0002-6771-824X

Gül Şener 0000-0002-8063-7233

Hande Bilsel 0000-0003-1713-7233

Yayımlanma Tarihi 8 Mart 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 25(1) Sayı: 49

Kaynak Göster

APA Öztürk, E., Şener, G., & Bilsel, H. (2022). Global Markaların Türkiye Sevdası: Glokalizasyondan “Yerellik Yıkaması”na Uzanan Stratejik Yollar. Kültür Ve İletişim, 25(1)(49), 210-237. https://doi.org/10.18691/kulturveiletisim.987966