Evaluating Brand Name Functions through Brand Renaming: A Content Anaysis on Social Media Comments

Ezgi Saatçioğlu

Makale detayları

Evaluating Brand Name Functions through Brand Renaming: A Content Anaysis on Social Media Comments

Yazarlar:

Ezgi Saatçioğlu

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

Reklamcılık (Diğer)

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.203-214

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339288

pISSN:

2148-4287

Anahtar kelimeler:

Özet:

 Aim: Consumer-based brand equity refers to consumers reactions and comments towards the brand name. This study aims to examine consumer reactions to changing the brand name in terms of brand name functiıns. Method: In this research, a descriptive study was carried out with a qualitative research method, and consumers comments were examined within the framework of brand name functions. With purposive sampling, consumer reactions to the Eti Negro name change in 2021 are examined. To examine consumer reactions, the content analysis method is used for user comments in the announcement on the brands Instagram account. Results: Within the scope of the research, 433 comments on the Instagram account were examined with the content analysis method and examined within the framework of the brand name functions: rational, relational, habitual and symbolic functions. 164 comments consist only of emojis. While negative reactions focuses on rational function and relational function, it is seen that the positive reactions are within the framework of symbolic function Conclusion: As a result of the research, it is mostly appreciated because the brand name change was made for discriminatory reasons. While the reactions within the scope of the rational function of the brand name argue that the old and new brand name have the same meaning, in the relational function, consumers who are emotionally attached to the old brand name as well as consumers who are loyal to the product are seen.

 Aim: Consumer-based brand equity refers to consumers reactions and comments towards the brand name. This study aims to examine consumer reactions to changing the brand name in terms of brand name functiıns. Method: In this research, a descriptive study was carried out with a qualitative research method, and consumers comments were examined within the framework of brand name functions. With purposive sampling, consumer reactions to the Eti Negro name change in 2021 are examined. To examine consumer reactions, the content analysis method is used for user comments in the announcement on the brands Instagram account. Results: Within the scope of the research, 433 comments on the Instagram account were examined with the content analysis method and examined within the framework of the brand name functions: rational, relational, habitual and symbolic functions. 164 comments consist only of emojis. While negative reactions focuses on rational function and relational function, it is seen that the positive reactions are within the framework of symbolic function Conclusion: As a result of the research, it is mostly appreciated because the brand name change was made for discriminatory reasons. While the reactions within the scope of the rational function of the brand name argue that the old and new brand name have the same meaning, in the relational function, consumers who are emotionally attached to the old brand name as well as consumers who are loyal to the product are seen.

 Aim: Consumer-based brand equity refers to consumers reactions and comments towards the brand name. This study aims to examine consumer reactions to changing the brand name in terms of brand name functiıns. Method: In this research, a descriptive study was carried out with a qualitative research method, and consumers comments were examined within the framework of brand name functions. With purposive sampling, consumer reactions to the Eti Negro name change in 2021 are examined. To examine consumer reactions, the content analysis method is used for user comments in the announcement on the brands Instagram account. Results: Within the scope of the research, 433 comments on the Instagram account were examined with the content analysis method and examined within the framework of the brand name functions: rational, relational, habitual and symbolic functions. 164 comments consist only of emojis. While negative reactions focuses on rational function and relational function, it is seen that the positive reactions are within the framework of symbolic function Conclusion: As a result of the research, it is mostly appreciated because the brand name change was made for discriminatory reasons. While the reactions within the scope of the rational function of the brand name argue that the old and new brand name have the same meaning, in the relational function, consumers who are emotionally attached to the old brand name as well as consumers who are loyal to the product are seen.

 Amaç: Tüketici temelli marka denkliği, tüketicilerin marka ismine yönelik tepkilerini, yorumlarını ifade etmektedir. Bu çalışmada marka ismi fonksiyonları ekseninde marka isminin değiştirilmesine yönelik tüketici tepkilerinin irdelenmesi amaçlanmaktadır. Yöntem: Nitel bir araştırma yöntemi ile betimleyici bir çalışma gerçekleştirilen araştırmada, tüketicilerin yorumları marka ismi fonksiyonları çerçevesinde irdelenmiştir. Amaçsal örneklem ile Eti markasının 2021 yılında gerçekleştirdiği Eti Negro isim değişikliğine yönelik tüketici tepkileri incelenmektedir. Tüketici tepkilerinin incelenmesi için markaya ait Instagram hesabında yer alan duyuruda bulunan kullanıcı yorumlarına yönelik içerik analizi yönteminden yararlanılmaktadır. Bulgular: Araştırma kapsamında Instagram hesabında yer alan 433 yorum içerik analizi yöntemi ile incelenmiş ve marka ismi fonksiyonları olan rasyonel, ilişkisel, alışkanlık, sembolik fonksiyon çerçevesinde incelenmiştir. 164 yorum yalnızca emojilerden oluşmakta olup bu yorumlar marka isim değişikliğini destekleyen ve beğenen emojilerden oluşmaktadır. Geri kalan 269 yorumda ise hem olumlu hem de olumsuz tepkiler bulunmaktadır. Olumsuz tepkiler; rasyonel fonksiyon ve ilişkisel fonksiyon çerçevesine odaklanırken olumlu tepkilerin sembolik fonksiyon çerçevesinde olduğu görülmektedir. Sonuç: Marka ismi değişikliğinin ayrımcılık gerekçesi ile yapılmış olması nedeniyle ağırlıklı olarak takdirle karşılanmaktadır. Marka ismi rasyonel fonksiyonu kapsamındaki tepkiler, marka isminin eski ve yeni marka isminin aynı anlama geldiği savunulurken ilişkisel fonksiyonda eski marka ismine duygusal açıdan bağlı olanların yanı sıra ürüne bağlılık gösteren tüketiciler de görülmektedir.

Makale detayları

Evaluating Brand Name Functions through Brand Renaming: A Content Anaysis on Social Media Comments

Yazarlar:

Ezgi Saatçioğlu

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

Reklamcılık (Diğer)

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.203-214

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339288

pISSN:

2148-4287

Brand Name

Brand Renaming

Consumer Based Brand Equity

Content AnalysisMarka İsmi

Marka İsim Değişikliği

Tüketici Temelli Marka Denkliği

İçerik Analizi

Sayı

Makale detayları

Yazarlar: Ezgi Saatçioğlu

Yayıncı: İstanbul Gelisim University

Ana Başlıklar: Reklamcılık (Diğer)

Dergi: İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.203-214

Belge Tipi: Makale

Yayın Tarihi: 4/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001339288

pISSN: 2148-4287

Sayı

Yazarlar:

Ezgi Saatçioğlu

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

Reklamcılık (Diğer)

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.203-214

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339288

pISSN:

2148-4287