The effect of corporate discourses in brand awareness and legitimacy: The rhetorical analysis of an automobile brand

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dc.authorscopusidSelin Şahiniz / 59253194400
dc.authorscopusidAyfer Ustabaş / 57204011236
dc.authorscopusidMine Afacan Fındıklı / 57006635300
dc.authorwosidAyfer Ustabaş / GQZ-6961-2022
dc.authorwosidMine Afacan Fındıklı / ABB-5962-2020
dc.contributor.authorŞahiniz, Selin
dc.contributor.authorUstabaş, Ayfer
dc.contributor.authorAfacan Fındıklı, Mine
dc.date.accessioned2025-04-18T09:45:05Z
dc.date.available2025-04-18T09:45:05Z
dc.date.issued2024
dc.departmentİstinye Üniversitesi, İktisadi, İdari ve Sosyal Bilimler Fakültesi, İşletme Bölümü
dc.departmentİstinye Üniversitesi, İktisadi, İdari ve Sosyal Bilimler Fakültesi, Ekonomi Bölümü
dc.description.abstractThis study seeks to reveal the corporate discourses used by a newly-introduced brand to ensure brand awareness and legitimacy from its initial launch until its eventual departure from the market. The study examines the rhetoric used in communication in order to ensure brand awareness and legitimacy over the course of 10 years (2009–2019). Press releases served by the relevant brand were subjected to qualitative analysis through discourse strategies and legitimacy categories. The analysis found that the brand relied more heavily on discourse strategies that emphasized “validity” over “propriety.” Moreover, among the discourses on validity, those emphasizing that “a development or an entity is inevitable and natural” were used more heavily. Among the discourse strategies on conformity, on the other hand, discourses directing “emotions” and “the moral values of the focal entity,” and emphasizing “the success of a specific entity” were more dominant. According to different legitimacy types, the majority of the discourses were pragmatic and normative-based.
dc.identifier.citationŞahiniz, S., Ustabaş, A., & Fındıklı, M. A. (2024). The effect of corporate discourses in brand awareness and legitimacy: The rhetorical analysis of an automobile brand. Asia Pacific Management Review.
dc.identifier.doi10.1016/j.apmrv.2024.08.001
dc.identifier.endpage440
dc.identifier.issn10293132
dc.identifier.issue4
dc.identifier.scopus2-s2.0-85200821917
dc.identifier.scopusqualityQ1
dc.identifier.startpage427
dc.identifier.urihttp://dx.doi.org/10.1016/j.apmrv.2024.08.001
dc.identifier.urihttps://hdl.handle.net/20.500.12713/6848
dc.identifier.volume29
dc.indekslendigikaynakScopus
dc.institutionauthorŞahiniz, Selin
dc.institutionauthorUstabaş, Ayfer
dc.institutionauthorAfacan Fındıklı, Mine
dc.institutionauthoridAyfer Ustabaş / 0000-0002-6882-5530
dc.institutionauthoridMine Afacan Fındıklı / 0000-0003-1021-6641
dc.language.isoen
dc.publisherNational Cheng Kung University
dc.relation.ispartofAsia pacific management review
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.titleThe effect of corporate discourses in brand awareness and legitimacy: The rhetorical analysis of an automobile brand
dc.typeArticle

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