Understanding message (de)coding in multi-lingual slogans: industrial perspectives from Turkey and Russia

Basit Öğe Kaydı
dc.authorid0000-0002-5020-9430
dc.contributor.authorcal, Betul
dc.contributor.authorHuseyinli, Tahire
dc.date.accessioned2026-01-24T12:29:00Z
dc.date.available2026-01-24T12:29:00Z
dc.date.issued2023
dc.departmentAlanya Alaaddin Keykubat Üniversitesi
dc.description.abstractPurpose The main goal of the study is to investigate how same-brand slogans simultaneously in use in two emerging markets, namely Turkey and Russia, differ semantically. The study further examines in what ways the industrial competition structure impacts the semantic slogan design within these two contexts. Design/methodology/approach The study uses the method of semantic explication that is based on a 19-device taxonomy. This method is applied to 56 slogan pairs in the Turkish and Russian languages launched for the same brands/products across 6 industries. Findings Results indicate that same-brand slogans differ semantically between Turkey and Russia. Moreover, firms tend to conform to a shared semantic pattern within a given industry, largely depending on the industrial competition structure. While strong local competition (as in the electronics and cleaning products industries in Turkey and in the personal care and beverages industries in Russia) leads firms to use self-reference, international competition (as in the automotive, personal care and beverages industries in Turkey and in the electronics and cleaning products industries in Russia) promotes them to use hyperbole in their slogan design. Practical implications Adopting a common semantic pattern within an industry may carry the risk of restricting brand differentiation and consumers' sense of novelty. Furthermore, the inclusion of brand names in slogans may make slogans sound assertive and lead consumers to overreact to the brand. Originality/value Unlike many studies exploring different-brand slogans through a syntactic or grammatical lens, this study investigates the semantic features of same-brand slogans launched in two emerging market contexts. It adopts a B2B perspective, unlike many extant studies that often focus on a B2C one.
dc.identifier.doi10.1108/IJOEM-05-2020-0489
dc.identifier.endpage2300
dc.identifier.issn1746-8809
dc.identifier.issn1746-8817
dc.identifier.issue9
dc.identifier.scopus2-s2.0-85113886549
dc.identifier.scopusqualityQ1
dc.identifier.startpage2281
dc.identifier.urihttps://doi.org/10.1108/IJOEM-05-2020-0489
dc.identifier.urihttps://hdl.handle.net/20.500.12868/5059
dc.identifier.volume18
dc.identifier.wosWOS:000691598500001
dc.identifier.wosqualityQ2
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofInternational Journal of Emerging Markets
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WoS_20260121
dc.subjectBrand slogans
dc.subjectSemantics
dc.subjectPsycholinguistics
dc.subjectEmerging markets
dc.subjectHyperbole
dc.subjectSelf-reference
dc.titleUnderstanding message (de)coding in multi-lingual slogans: industrial perspectives from Turkey and Russia
dc.typeArticle

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