Publication: Politik pazarlamada marka bağlılığı ve bir uygulama
Abstract
POLİTİK PAZARLAMADA MARKA BAĞLILIĞI VE BİR UYGULAMA Bütün sosyal bilimlerde olduğu gibi politikanın da konusu insandır. Demokratik ülkelerde, yasama ve yürütmedeki birçok kişi, seçimle işbaşına gelmektedirler. Demokratik ülkelerde siyasi güç seçimle kazanılıp kaybedildiğinden ötürü karar aşamasındaki en büyük etkiye sahip seçmen memnuniyeti sağlanması gereken, tek unsur olarak karşımıza çıkmaktadır. Politik pazarlama uygulamaları demokrasi ile birlikte ortaya çıkmış bir kavram olarak ulusları yöneten ya da yönetmeye aday olan siyasi partilerin hem ayakta kalıp büyümek hem yarışmakta oldukları rakiplerinin önüne geçebilmeleri amacıyla pazarlamadan faydalanmanın önemini kavramışlar ve faaliyetlerinde pazarlama uygulamalarından yararlanmaktadırlar. Siyasi partilerin temel amacı sürekli olarak kendilerini destekleyen bir seçmen grubu yaratmaktaki gereklilikleridir ki buda bizi marka bağlılığı kavramına götürmektedir. Politik pazarlamada marka bağlılığı siyasi parti düzleminde; seçmenin bir siyasi partinin, politikalarına, ideolojisine, adaylarına inanması ve güvenmesi sonucu tercihini bu siyasi partiden yana kullandıktan sonra memnun kalması ve bundan sonraki seçimlerinde sürekli aynı partiyi desteklemesi, diğer seçmenlere tavsiye etmesi şeklinde tanımlanabilmektedir. Bu kavramlar ışığında konu üç aşamada ele alınmış; birinci bölümde, politik pazarlama ve ilgili kavramlar detaylı bir şekilde açıklanmış, ikinci bölümde marka bağlılığı kavramı politik pazarlama düzleminde ayrıntılı olarak anlatılmıştır. Son bölümde politik pazarlamada marka bağlılığı kavramı, örnekleme ait kütlenin demografik ve sosyo-ekonomik özelliklerine göre farklılık gösterip göstermediği incelenmiş, politik pazarlamada marka bağlılığını etkileyen faktörler ortaya çıkarılmış, seçmenlerin karar verme aşamalarında siyasi parti tercihlerini etkileyen faktörler belirlenmiş, marka değiştirme eğilimini etkileyen faktörler tespit edilmiştir. Politik Pazarlama, Marka, Marka Bağlılığı, Seçmen Davranışları
BRAND LOYALTY IN POLITICAL MARKETING AND AN IMPLEMENTATION As is the case in all social sciencies, politics deals with humanbeing. In democratic countries, many people in the legislative and the executive bodies are elected to such offices. As political power in democratic countries is acquired or lost through elections, voters have the biggest decisive power and, therefore, voter satisfaction turns out to be the only factor which must be achieved. Political marketing practices reflect a concept rooted in democracy itself and political parties ruling or presenting themselves as candidate for ruling nations have seized the importance of making use of marketing with an eye to both surviving and growing and getting ahead of their rivals and they, thus, tend to make use of marketing practices in their activities. Fundamental purpose of political parties is to create a group of voters who support them in a continuous way and this fact takes us to brand loyalty concept. Brand loyalty in political marketing can be defined, on a political party level, for voters, as having faith and confidence in policies, ideology and candidates of a political party and, as a result of such faith and confidence, making a choice in favour of such political party and, thereafter, being satisfied with such choice and supporting the same political party all the time at all subsequent elections and recommending such political party to other voters. We dealt with the issue in three phases under the light of such concepts; in first chapter, we discussed political marketing and related concepts in details and , in second chapter, we discussed brand loyalty concept on a political marketing plane in details. In final chapter, we discussed brand loyalty in political marketing and whether this varies according to demographic and socio-economic characteristics of the sample mass or not and we identified factors which effect brand loyalty in political marketing and we unveiled the factors which effect voters’ political party preferences at decision-making phases, as well as factors which effect brand-changing tendency. Key Words: Political Marketing, Brand, Brand Loyalty, Voter’s Behaviours
BRAND LOYALTY IN POLITICAL MARKETING AND AN IMPLEMENTATION As is the case in all social sciencies, politics deals with humanbeing. In democratic countries, many people in the legislative and the executive bodies are elected to such offices. As political power in democratic countries is acquired or lost through elections, voters have the biggest decisive power and, therefore, voter satisfaction turns out to be the only factor which must be achieved. Political marketing practices reflect a concept rooted in democracy itself and political parties ruling or presenting themselves as candidate for ruling nations have seized the importance of making use of marketing with an eye to both surviving and growing and getting ahead of their rivals and they, thus, tend to make use of marketing practices in their activities. Fundamental purpose of political parties is to create a group of voters who support them in a continuous way and this fact takes us to brand loyalty concept. Brand loyalty in political marketing can be defined, on a political party level, for voters, as having faith and confidence in policies, ideology and candidates of a political party and, as a result of such faith and confidence, making a choice in favour of such political party and, thereafter, being satisfied with such choice and supporting the same political party all the time at all subsequent elections and recommending such political party to other voters. We dealt with the issue in three phases under the light of such concepts; in first chapter, we discussed political marketing and related concepts in details and , in second chapter, we discussed brand loyalty concept on a political marketing plane in details. In final chapter, we discussed brand loyalty in political marketing and whether this varies according to demographic and socio-economic characteristics of the sample mass or not and we identified factors which effect brand loyalty in political marketing and we unveiled the factors which effect voters’ political party preferences at decision-making phases, as well as factors which effect brand-changing tendency. Key Words: Political Marketing, Brand, Brand Loyalty, Voter’s Behaviours