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Firmaların Yeşil Pazarlama Karmasının Kurumsal İtibar ve Marka Evangelizmi Üzerindeki Etkisi: Cep Telefonu Sektörü ve GSM Operatörlerinde Karşılaştırmalı Bir Saha Araştırması

Year 2023, , 341 - 356, 29.12.2023

Şükrü Yapraklı , Emine Noksan

https://doi.org/10.52791/aksarayiibd.1251908

Abstract

Yeşil pazarlama, tüketicilerin istek ve ihtiyaçlarının karşılanmasında ekolojik olarak sürdürülebilir, çevreyle uyumlu, geri dönüştürülebilir doğa dostu pazarlama faaliyetidir. Doğal kaynakların azalması, su, hava ve çevre kirliliğin artmasıyla işletmeler hem çevreye olan duyarlılıklarını ispat etmek hem de çevreye duyarlı tüketicilerin bu yöndeki ihtiyaçlarını karşılamak için yeşil pazarlama faaliyetlerini her geçen gün yaygınlaştırmaktadır. Kurumsal itibar; genel olarak paydaşların firma hakkındaki genel algısıdır. Marka Evangelizmi; tüketicinin bir markaya karşı beslediği hayranlık ve tercih ettiği o markayı başkalarının da satın alması yönünde ikna etme çabasıdır. Çalışmanın temel amacı, firmaların yürüttüğü yeşil pazarlama karmasının kurumsal itibar ve marka evangelizmi üzerindeki etkisini incelemektir. Kolayda örneklem yöntemi kullanılmış ve araştırmanın örneklemini 508 kişi oluşturmaktadır. Verilerin analizinde SPSS 22 paket programı kullanılmıştır. Katılımcıların demografik özellikleri incelenmiş, frekans dağılımları, güvenilirlik testleri, t-testi ve regresyon analizleri yapılmıştır. Araştırma sonucunda, firmaların yürüttüğü yeşil pazarlama karmasının kurumsal itibar ve marka evangelizmi üzerinde etkisinin olduğu görülmüştür. Ayrıca, sektörel olarak karşılaştırıldığında anlamlı bir farklılığın olduğu sonucuna ulaşılmıştır.

Keywords

Yeşil Pazarlama Karması Kurumsal İtibar Marka Evangelizmi Cep Telefonu Sektörü GSM Operatörleri Green Marketing Corporate Reputation Brand Evangelism Mobile Phone Industry GSM Operators

References

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The Effect of Firm’s Green Marketing Mix on Corporate Reputation and Brand Evangelism: A Comparative Field Study in Mobile Phone Industry and GSM Operators

Year 2023, , 341 - 356, 29.12.2023

Şükrü Yapraklı , Emine Noksan

https://doi.org/10.52791/aksarayiibd.1251908

Abstract

Green marketing is an ecologically sustainable, environmentally compatible, recyclable, environmentally friendly marketing activity that meets the demands and needs of consumers. With the decrease in natural resources and the increase in water, air, and environmental pollution, businesses are spreading green marketing activities day by day to prove their sensitivity to the environment and to meet the needs of environmentally sensitive consumers in this direction. Corporate reputation is the general perception of stakeholders about the company in general. Brand Evangelism is the admiration that the consumer has for a brand and the effort to convince others to buy that brand that he/she prefers. The main purpose of the study is to examine the effect of the green marketing mix carried out by companies on corporate reputation and brand evangelism. The convenience sampling method was used, and the sample of the study consisted of 508 people. The SPSS 22 package program was used to analyze the data. The demographic characteristics of the participants were examined, and frequency distributions, reliability tests, t-tests, and regression analyses were performed. As a result of the research, it was seen that the green marketing mix carried out by the companies affected the corporate reputation and brand evangelism. In addition, it was concluded that there was a significant difference when compared sectorally.

Keywords

Green Marketing Corporate Reputation Brand Evangelism Mobile Phone Industry GSM Operators

References

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  • Atilgan, K. Ö. (2019). Stratejik yeşil pazarlama bağlamında yeşil fiyatlandırma literatürünün incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 50-58.
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  • Chen, Y. S., & Chang, C. H. (2013). The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82.
  • Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109.
  • Çoban, S. ve Sönmez, Y. (2014). Yeşil pazarlama karmasına yönelik tüketici tutumlarının demografik özelliklere göre farklılaşması: Ahi Evran üniversitesi örneği. Nevşehir Haci Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 3, 65-82.
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  • Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The reputation quotientSM: A multi-stakeholder measure of corporate reputation. Journal of brand management, 7(4), 241-255.
  • Fombrun, C. J., Van Riel, C. B., & Van Riel, C. (2004). Fame & fortune: How successful companies build winning reputations. FT press.
  • Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
  • Gedik, Y. (2020). Yeşil Pazarlama Stratejileri ve işletmelerin amaçlarına etkisi. International Anatolia Academic Online Journal Social Sciences Journal, 6(2), 46-65.
  • Goldberg, A. I., Cohen, G., & Fiegenbaum, A. (2003). Reputation building: Small business strategies for successful venture development. Journal of Small Business Management, 41(2), 168-186.
  • Güven, S. (2010). Sürdürülebilir kalkınma açısından aile, tüketim ve çevre. Tüketici Yazıları (II), 117.
  • Hall, R. (1993). A framework linking intangible resources and capabiliites to sustainable competitive advantage. Strategic Management Journal, 14(8), 607-618.
  • Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing.
  • Harvard Business Review: The Art of Evangelism, Location: https://hbr.org/2015/05/the-art-of-evangelism, Accessed 2nd May.
  • Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate reputation. Corporate Communications: An International Journal.
  • Helm, S. (2011). Employees' awareness of their impact on corporate reputation. Journal of Business Research, 64(7), 657-663.
  • Herbig, P., Milewicz, J., & Golden, J. (1994). A model of reputation building and destruction. Journal of Business Research, 31(1), 23-31.
  • Hossain, A., & Khan, M. Y. (2018). Green marketing mix effect on consumers buying decisions in Bangladesh.
  • Jeffrey, S., Rosenberg, S., & McCabe, B. (2018). Corporate social responsibility behaviors and corporate reputation. Social Responsibility Journal, 15(3), 395-408.
  • Karakılıç, N. Y. (2005). kurumsal itibarın müşteri tercihleri üzerine etkileri: Afyon'da perakende sektöründe faaliyet gösteren işletmeler üzerine bir araştırma. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2), 181-196.
  • Kardeş, İ. (2011). Markaların çevre dostu uygulamalarının tüketicinin marka tercihi üzerindeki etkisi. Ege Akademik Bakış, 11(1), 165-177.
  • Kawasaki, G. (2015). The art of evangelism. Harvard business review, 93(5), 108-111.
  • Klassen, R. D., & McLaughlin, C. P. (1996). The impact of environmental management on firm performance. Management science, 42(8), 1199-1214.
  • Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. International Journal of research in Marketing, 21(3), 203-217.
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There are 77 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Şükrü Yapraklı 0000-0002-1756-1491

Emine Noksan 0000-0002-2713-5461

Publication Date December 29, 2023
Published in Issue Year 2023

Cite

APA Yapraklı, Ş., & Noksan, E. (2023). Firmaların Yeşil Pazarlama Karmasının Kurumsal İtibar ve Marka Evangelizmi Üzerindeki Etkisi: Cep Telefonu Sektörü ve GSM Operatörlerinde Karşılaştırmalı Bir Saha Araştırması. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 15(4), 341-356. https://doi.org/10.52791/aksarayiibd.1251908