Akademik Veri Yönetim Sistemi
JOURNAL OF MEHMET AKIF ERSOY UNIVERSITY ECONOMICS AND ADMINISTRATIVE SCIENCES FACULTY, cilt.8, sa.2, ss.876-892, 2021 (ESCI)
Corporate advertisements as one of the media for a brand to promote it in the minds of its target audiences utilize many constituents, including country-of-origin (COO) markers, in order to support it and point to its position in the market through implying its image. This study, which aims at examining whether and to what extent Turkish brands as an actor in the global market include COO markers in their corporate advertisements quantitatively and therefore gains value by offering insights for academics and practitioners as the first original reported research study in the related literature in Turkey, content-analyzes the corporate advertisements of Turkish brands listed in Brand Finance Turkey's 2020 report in MAXQDA 2020 analysis program in terms of their inclusion of COO markers on between 8 and 12 November 2020. As a result of the analysis, it is found out that while 1,6% of the accessible corporate advertisements of Turkish brands do not include any COO marker, 95,8% of the rest include unregulated COO markers and 2% include regulated COO markers. To conclude, it can be set forth that Turkey's most valuable brands give importance to create and strengthen a Turkish brand image in the minds of their target audiences by mostly including COO markers in their corporate advertisements.