Cilt 11 Sayı 2 (2023): Business & Management Studies: An International Journal
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Psikofizyolojik veri hasadı tekniği ile logo ve kurumsal itibar ilişkisinin değerlendirilmesi

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  • Aslı İcil Tuncer,
  • Behiç Alp Aytekin,
  • Mustafa Seçkin Aydın,
  • Neslihan Erdem,
  • Kağan Depboylu,
  • Taylan Ata Ulusoy,
  • Burak Üveyik,
  • Taner Kızılhan
Aslı İcil Tuncer
Aydın Adnan Menderes Üniversitesi
Behiç Alp Aytekin
Aydın Adnan Menderes Üniversitesi
Mustafa Seçkin Aydın
Aydın Adnan Menderes Üniversitesi
Neslihan Erdem
Aydın Adnan Menderes Üniversitesi
Kağan Depboylu
Aydın Adnan Menderes Üniversitesi
Taylan Ata Ulusoy
Aydın Adnan Menderes Üniversitesi
Burak Üveyik
Aydın Adnan Menderes Üniversitesi
Taner Kızılhan
Aydın Adnan Menderes Üniversitesi
DOI: https://doi.org/10.15295/bmij.v11i2.2180

Yayınlanmış 2023-06-26

Anahtar Kelimeler

  • Kurumsal İtibar, Göz Takibi, Yüz İfadesi Analizi, Psikofizyolojik Veri Hasadı, Görsel Kimlik
  • Corporate Reputation, Eye Tracking, Facial Expression Analysis, Psychophysiological Data Harvesting, Visual Identity

Nasıl Atıf Yapılır

İcil Tuncer, A., Aytekin, B. A., Aydın, M. S., Erdem, N., Depboylu, K., Ulusoy, T. A., Üveyik, B., & Kızılhan, T. (2023). Psikofizyolojik veri hasadı tekniği ile logo ve kurumsal itibar ilişkisinin değerlendirilmesi. Business & Management Studies: An International Journal, 11(2), 413–434. https://doi.org/10.15295/bmij.v11i2.2180

Telif Hakkı (c) 2023 Aslı İcil Tuncer- Behiç Alp Aytekin- Mustafa Seçkin Aydın- Neslihan Erdem- Kağan Depboylu- Taylan Ata Ulusoy- Burak Üveyik- Taner Kızılhan

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Özet

Markaların paydaşlarına karşı nasıl göründüğünü ortaya koyan ve marka itibarını belirleyen en kuvvetli görsel enstrüman olarak logo tasarımı ön plana çıkmaktadır. Eskiden kurumlar logoların sadece grafik tasarımına odaklanarak hareket etmişlerdir ve bu durum zamanla değişerek kurumun kültürü, duruşu hedefleri, bireylerin gözünde olmak istediği konum gibi birçok somut olmayan özelliği de logonun içeriğine dahil etmiştir. Bu noktada araştırma, kurumsal itibarı güçlü markaların logo tasarımlarında yer alan çizgisel efektlerin varsa benzerliklerini arayarak, çizgisel efektlerin yansıttığı karakter özelliklerin ve hissettirdiği duyguların itibar algısı ile ilişkisini, (kurumsal itibarı oluşturan diğer unsurların değerlerini yadsımadan) ortaya çıkarmaya çalışmıştır. Araştırma yapay zekâ temelli, “Psikofizyolojik Veri Hasadı” tekniği ve karma yöntem yaklaşımı ile gerçekleştirilmiştir. Bu araştırma tekniğindeki temel amaç, katılımcının herhangi bir uyaran (stimuli) ile girdiği etkileşimde yaşamış olduğu deneyimin her yönüyle analiz edilmesi, böylelikle olgunlaşan deneyim verisinin hasat edilmesidir. Global RepTrak® 100 araştırmasından kurumsal itibarı en güçlü ilk 10 markanın logoları çizgisel efektleri ve karakter özellikleri bağlamı ile değerlendirilmiş ve 12 çizginin (%66,6) yansıttığı karakter özelliklerinin doğrudan veya eş/yan anlamları ile benzerlik gösterdiği görülmüştür. Diğer yandan kurumsal itibarı güçlü markaların logolarının çizgisel etkilerinin açık bir sonucu olarak güvenilir, güçlü ve istikrarlı olarak algılandıkları tespit edilmiştir.

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