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Gelişmekte olan Finansal Piyasalarda Markayı Yeniden Düşünmek

Rethinking Brands in the Emerging Financial Markets

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Abstract (2. Language): 
The aim of this research is to show the financial analysts' point of view on brands and marketing disclosure in an emerging market context. The results are based on a questionnaire designed to measure the importance of brands for management decisions and to determine the metrics used by analysts to measure the brand equity according to marketing activities. Descriptive statistics and factor analysis is used in the analysis. Brand awareness is the most frequently used marketing metric by analysts to assess the brand equity followed by market share and consumer data. Brand and brand equity are very important for management decisions such as merger and acquisition, financial reporting and risk management. The findings assist marketing managers communicating the financial value of a brand to management, shareholders and investors. The focus on marketing disclosure to have financial attraction and maintain investor confidence in the long term is also emphasized.
Abstract (Original Language): 
Bu araştırmanın amacı gelişmekte olan piyasa ortamında finansal analistlerin marka ve pazarlama söylemlerine bakışını ortaya koymaktır. Sonuçlar, pazarlama aktivitelerini dikkate alarak marka değerini ölçmede profesyonellerin kullandığı ölçütleri belirlemek ve yönetim kararları için markanın önemini ölçmek amacıyla tasarlanmış bir anket çalışmasına dayanmaktadır. Analizde tanımlayıcı istatistikler ve faktör analizinden faydalanılmıştır. Marka değerini belirlemede en çok kullanılan pazarlama ölçütü marka bilinirliğidir, bunu Pazar payı ve tüketici verileri takip etmektedir. Satın alma ve birleşme, finansal raporlama ve risk yönetimi ile ilgili kararlar açısından marka ve marka değeri büyük önem arz etmektedir. Sonuçlar, pazarlama yöneticilerine, markanın finansal değerini; yönetime, hissedarlara ve yatırımcılara açıklamada destek vermektedir. Finansal anlamda çekicilik ve uzun vadede yatırımcı güvenini sürdürmede pazarlama açıklamalarına odaklanmanın gerekliliği de ayrıca vurgulanmıştır.

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REFERENCES

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