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AR-GE İLE MARKA DEĞERİ ARASINDAKİ İLİŞKİ: TÜRKİYE UYGULAMASI Skip to content Yıl 2024, Cilt: 20 Sayı: 2, 489 – 507, 28.06.2024
Sedat Çerez , Abdullah Kürşat Merter , Gökhan Alataş
https://doi.org/10.17130/ijmeb.1417678
Öz Bu çalışmanın amacı araştırma ve geliştirme giderlerinin (Ar-Ge) marka değerleri üzerindeki etkisini araştırmaktadır. Bu bağlamda, Brand Finance kuruluşu tarafından 2012 ile 2021 yılları arasında yayımladığı Türkiye’nin en iyi 100 markası raporunda yer alan 40 şirkete ait 288 gözlem verisi elde edilmiştir. Analizler, en küçük kareler regresyon (OLS) regresyon yöntemiyle ve kümelenmiş standart hatalar tahmincileri kullanılarak gerçekleştirilmiştir. Araştırma sonuçları, Ar-Ge giderleri ile marka değeri arasında pozitif ve istatiksel olarak anlamlı bir ilişki olduğunu ortaya koymaktadır. Bu ilişki, ArGe harcamalarının bir, iki ve üç dönem gecikmeli değerleri için de geçerli olup marka değeri ile pozitif bir ilişki içinde olduğunu ortaya koymaktadır. Ek olarak, yapılan ek analizler Ar-Ge harcamalarının, şirketlerin marka değeri raporundaki sıralamasındaki değişimlerle de pozitif bir ilişki içinde olduğunu belirtmektedir. Bu bulgular, cari ve geçmiş dönem Ar-Ge giderlerinin, sadece mevcut marka değerine değil, aynı zamanda şirketlerin marka sıralamasındaki dinamiklerine de etki ettiğini göstermektedir. Bu çalışma, Ar-Ge harcamalarının şirketlerin marka değeri üzerindeki etkisini kapsamlı bir şekilde ortaya koyarak, iş dünyası ve akademik araştırmalara önemli katkılar sunmaktadır. Araştırmanın sonuçları, işletme yöneticilerine ve stratejistlere, şirketlerin rekabetçi avantajlarını ve pazar konumlarını iyileştirmek için Ar-Ge harcamalarını etkin bir şekilde kullanmaları konusunda değerli içgörüler sağlamaktadır.
Anahtar Kelimeler Marka Değeri, Ar-Ge, Regresyon Analizi, Brand Finance
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Horak (Eds.), Innovative Economic Symposium (IES 2017): Strategic partnership in international trade (pp. 101-111). Ceske Budejovice, Czech Republic. Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., & Thaichon, P. (2023). Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75, 103532. Koçan, M., & Gerekan, B. (2017). Faaliyet gider türlerinin marka değeri üzerine etkisi: Brand Fınance Turkey-100’de yer alan şirketlere yönelik bir araştırma. Muhasebe Bilim Dünyası Dergisi, 19(4), 884-914. Konuk, S., Doruk, Ö. T., & Önal, Y. B. (2023). An empirical investigation of the relationship between brand value and firm value: Evidence from Turkey. International Journal of Finance & Economics. 1–21. Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., & Thaichon, P. (2023). Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75, 103532. Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42, 1-21. Köseoğlu, A., & Erdem, E. (2021). Firma dinamiklerinin inovasyon ve büyüme ilişkisindeki rolü: En yüksek Ar-Ge yatırımcısı firmalar üzerine ampirik kanıtlar. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (58), 265-300. Kurt, S. (2019). Investigation of the relationship between brand value and R&D activities: Fortune 500 companies analysis. Procedia Computer Science, 158, 1019-1024. Kutluay Şahin, D. (2024). R&D Expenditures-Innovation relationship: Panel data analysis for selected countries. Ankara Hacı Bayram Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 25(3), 1033-1052. Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341-370. Lee, A., Yang, J., Mizerski, R., & Lambert, C. (2015). The strategy of global branding and brand equity. London: Routledge. Lin, W. L., Ho, J. A., Sambasivan, M., Yip, N., & Mohamed, A. B. (2021). Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity. Technological Forecasting and Social Change, 171, 120946. Long, J. S., & Ervin, L. H. (2000). Using heteroscedasticity consistent standard errors in the linear regression model. American Statistician, 54(3), 217-224. Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46. Moser, M. (2003). United We Brand: How To Create a Cohesive Brand That’s Seen, Heard, and Remembered. Harvard Business Press. Murphy, J. (1990). Assessing the value of brands. Long Range Planning, 23(3), 23-29. Muqaddas, M. F., & Ahmad, I. (2016). Determinants of brand equity: An empirical study of IT industry. Practical Application of Science. 3(12), 555-560. Neter, J., Kutner, M. H., Nachtsheim, C. J., & Wasserman, W. (1996). Applied linear statistical models. Chicago: Irwin. Öztürk, M. B. (2008). Araştırma-Geliştirme yatırımlarının firma değeri üzerindeki etkisi: İMKB›de bir uygulama. Verimlilik Dergisi, (1), 25-34. Peterson, R. A., & Jeong, J. (2010). Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance. Journal of the Academy of Marketing Science, 38, 677-690. Rahman, M. M., & Howlader, M. S. (2022). The impact of research and development expenditure on firm performance and firm value: Evidence from a South Asian emerging economy. Journal of Applied Accounting Research, 23(4), 825-845. Ravšelj, D., & Aristovnik, A. (2020). The Impact of R&D expenditures on corporate performance: Evidence from slovenian and world R&D companies. Sustainability, 12(5), 1943. Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. Seetharaman, A., Azlan Bin Mohd Nadzir, Z., & Gunalan, S. (2001). A conceptual study on brand valuation. Journal of Product & Brand Management, 10(4), 243-256. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52. Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(1), 2-18. Stadler, M. (1991). R&D dynamics in the product life cycle. Journal of Evolutionary Economics, 1(4), 293-305. Tarı, R. (2008). Ekonometri. 5. Baskı, İstanbul: Avcı. Tong, J. Y., & Zhang, F. (2014). More evidence that corporate R&D investment (and effective boards) can increase firm value. Journal of Applied Corporate Finance, 26(2), 94-100. Tuominen, S. (2014). Brand Valuation–Comparison of two Valuation Methods. In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference (pp. 128-132). Cham: Springer International Publishing. Van Heerde, H. J., Mela, C. F., & Manchanda, P. (2004). The dynamic effect of innovation on market structure. Journal of Marketing Research, 41(2), 166-183. Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89-97. Yamak, R., & Köseoğlu, M. (2006). Uygulamalı istatistik ve ekonometri. Trabzon: Celepler Matbaacılık. White, H. (1980). A heteroskedasticity-consistent covariance matrix estimator and a direct test for heteroskedasticity. Econometrica: Journal of the Econometric Society, 48(4), 817-838
RELATIONSHIP BETWEEN R&D AND BRAND VALUE: TÜRKIYE APPLICATION Yıl 2024, Cilt: 20 Sayı: 2, 489 – 507, 28.06.2024
Sedat Çerez , Abdullah Kürşat Merter , Gökhan Alataş
https://doi.org/10.17130/ijmeb.1417678
Öz The aim of this study is to investigate the impact of research and development expenses (R&D) on brand values. In this context, 288 observation data of 40 companies included in the Turkey’s top 100 brands report published by Brand Finance between 2012 and 2021 were obtained. Analyzes were performed using least squares regression (OLS) and clustered standard errors estimators. Research results reveal that there is a positive and statistically significant relationship between R&D expenses and brand value. This relationship is also valid for one, two and three period lagged values of R&D expenditures and reveals that there is a positive relationship with brand value. In addition, additional analyzes indicate that R&D expenditures are positively related to changes in companies’ rankings in the brand value report. These findings show that current and past R&D expenses affect not only the current brand value but also the dynamics of companies in brand rankings. This study makes significant contributions to the business world and academic research by comprehensively revealing the impact of R&D expenditures on the brand value of companies. The results of the research provide valuable insights to business managers and strategists on how companies can effectively use R&D expenditures to improve their competitive advantage and market position.
Anahtar Kelimeler Brand Value, R&D, Regression Analysis, Brand Finance
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İşseveroğlu, G., & Gençoğlu, Ü. G. (2018). Araştırma geliştirme (Ar-Ge) giderlerinin faaliyet sonuçlarına ve piyasa değerine etkisi: panel veri analizi ile Borsa İstanbul uygulaması. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 32(3), 881-896. Janoskova, K., & Kliestikova, J. (2018). Analysis of the impact of selected determinants on brand value. Journal of International Studies, 11(1), 152-162 Karacaer, S., Aygün, M., & Süleyman, İ. Ç. (2009). Araştırma ve geliştirme giderlerinin firma performansı üzerindeki etkisi: İstanbul Menkul Kıymetler Borsası üzerine bir inceleme. World of Accounting Science, 11(2), 65-86 Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. Kliestikova, J., & Kovacova, M. (2017). Motion to innovation: brand value sources have (not) changed over time. In J. Vachal, M. Vochozka & J. Horak (Eds.), Innovative Economic Symposium (IES 2017): Strategic partnership in international trade (pp. 101-111). Ceske Budejovice, Czech Republic. Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., & Thaichon, P. (2023). Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75, 103532. Koçan, M., & Gerekan, B. (2017). Faaliyet gider türlerinin marka değeri üzerine etkisi: Brand Fınance Turkey-100’de yer alan şirketlere yönelik bir araştırma. Muhasebe Bilim Dünyası Dergisi, 19(4), 884-914. Konuk, S., Doruk, Ö. T., & Önal, Y. B. (2023). An empirical investigation of the relationship between brand value and firm value: Evidence from Turkey. International Journal of Finance & Economics. 1–21. Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., & Thaichon, P. (2023). Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75, 103532. Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42, 1-21. Köseoğlu, A., & Erdem, E. (2021). Firma dinamiklerinin inovasyon ve büyüme ilişkisindeki rolü: En yüksek Ar-Ge yatırımcısı firmalar üzerine ampirik kanıtlar. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (58), 265-300. Kurt, S. (2019). Investigation of the relationship between brand value and R&D activities: Fortune 500 companies analysis. Procedia Computer Science, 158, 1019-1024. Kutluay Şahin, D. (2024). R&D Expenditures-Innovation relationship: Panel data analysis for selected countries. Ankara Hacı Bayram Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 25(3), 1033-1052. Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341-370. Lee, A., Yang, J., Mizerski, R., & Lambert, C. (2015). The strategy of global branding and brand equity. London: Routledge. Lin, W. L., Ho, J. A., Sambasivan, M., Yip, N., & Mohamed, A. B. (2021). Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity. Technological Forecasting and Social Change, 171, 120946. Long, J. S., & Ervin, L. H. (2000). Using heteroscedasticity consistent standard errors in the linear regression model. American Statistician, 54(3), 217-224. Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46. Moser, M. (2003). United We Brand: How To Create a Cohesive Brand That’s Seen, Heard, and Remembered. Harvard Business Press. Murphy, J. (1990). Assessing the value of brands. Long Range Planning, 23(3), 23-29. Muqaddas, M. F., & Ahmad, I. (2016). Determinants of brand equity: An empirical study of IT industry. Practical Application of Science. 3(12), 555-560. Neter, J., Kutner, M. H., Nachtsheim, C. J., & Wasserman, W. (1996). Applied linear statistical models. Chicago: Irwin. Öztürk, M. B. (2008). Araştırma-Geliştirme yatırımlarının firma değeri üzerindeki etkisi: İMKB›de bir uygulama. Verimlilik Dergisi, (1), 25-34. Peterson, R. A., & Jeong, J. (2010). Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance. Journal of the Academy of Marketing Science, 38, 677-690. Rahman, M. M., & Howlader, M. S. (2022). The impact of research and development expenditure on firm performance and firm value: Evidence from a South Asian emerging economy. Journal of Applied Accounting Research, 23(4), 825-845. Ravšelj, D., & Aristovnik, A. (2020). The Impact of R&D expenditures on corporate performance: Evidence from slovenian and world R&D companies. Sustainability, 12(5), 1943. Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. Seetharaman, A., Azlan Bin Mohd Nadzir, Z., & Gunalan, S. (2001). A conceptual study on brand valuation. Journal of Product & Brand Management, 10(4), 243-256. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52. Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(1), 2-18. Stadler, M. (1991). R&D dynamics in the product life cycle. Journal of Evolutionary Economics, 1(4), 293-305. Tarı, R. (2008). Ekonometri. 5. Baskı, İstanbul: Avcı. Tong, J. Y., & Zhang, F. (2014). More evidence that corporate R&D investment (and effective boards) can increase firm value. Journal of Applied Corporate Finance, 26(2), 94-100. Tuominen, S. (2014). Brand Valuation–Comparison of two Valuation Methods. In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference (pp. 128-132). Cham: Springer International Publishing. Van Heerde, H. J., Mela, C. F., & Manchanda, P. (2004). The dynamic effect of innovation on market structure. Journal of Marketing Research, 41(2), 166-183. Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89-97. Yamak, R., & Köseoğlu, M. (2006). Uygulamalı istatistik ve ekonometri. Trabzon: Celepler Matbaacılık. White, H. (1980). A heteroskedasticity-consistent covariance matrix estimator and a direct test for heteroskedasticity. Econometrica: Journal of the Econometric Society, 48(4), 817-838 Toplam 54 adet kaynakça vardır.
Ayrıntılar Birincil Dil Türkçe Konular Finans, İşletme Bölüm Araştırma Makaleleri Yazarlar Sedat Çerez GEBZE TEKNİK ÜNİVERSİTESİ 0000-0002-6443-6319 Türkiye
Abdullah Kürşat Merter GEBZE TEKNİK ÜNİVERSİTESİ 0000-0001-6874-1890 Türkiye
Gökhan Alataş MİLLİ SAVUNMA ÜNİVERSİTESİ 0000-0002-8520-949X Türkiye
Erken Görünüm Tarihi 26 Haziran 2024 Yayımlanma Tarihi 28 Haziran 2024 Gönderilme Tarihi 10 Ocak 2024 Kabul Tarihi 2 Mayıs 2024 Yayımlandığı Sayı Yıl 2024 Cilt: 20 Sayı: 2
Kaynak Göster APA Çerez, S., Merter, A. K., & Alataş, G. (2024). AR-GE İLE MARKA DEĞERİ ARASINDAKİ İLİŞKİ: TÜRKİYE UYGULAMASI. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 20(2), 489-507. https://doi.org/10.17130/ijmeb.1417678
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