Ana İçerik

This study aims to explore the brand images, implicit associations, and emotional meanings of the Google and Yandex brands in the minds of consumers by utilizing the Zaltman Metaphor Exploration Technique. Conducted using a qualitative research design, the study involved in-depth interviews with 20 participants in Turkey; participants were asked to collect images related to the relevant brands and create collages based on these images. The research process followed the core stages of ZMET, including storytelling, identifying missing images, determining metaphors, mind mapping, and consensus mapping. Through this process, participants’ perceptions of Google and Yandex, their metaphorical representations, emotional connections, and brand associations were analyzed in depth.

The findings indicate that the two search engine brands are positioned in the consumer mind with distinct sets of meanings. The study highlights the perceived strengths and weaknesses of Google and Yandex, the emotional relationships they establish with consumers, and potential areas for competitive positioning. Additionally, the study contributes to marketing literature by presenting an original application of the ZMET method in brand image research within the Turkish context. It is believed that the findings could be useful for both marketing researchers and digital brand managers in understanding consumer insights and developing brand strategies.

Keywords: ZMET; Zaltman Metaphor Exploration Technique; Brand Image; Metaphor Analysis; Consumer Perception; Qualitative Research; Search Engines; Digital Brands