BibTex RIS Kaynak Göster

Investigation of Luxury in Terms of Perception of Different Income Groups in Turkey

Yıl 2016, Cilt: 14 Sayı: 28, 651 - 671, 01.12.2016

Öz

In this research it is examined how consumers percieve luxury concept in terms of different household disposable income groups and whether there are differences in perceptions between these groups. And as a consequence of literature review, it is ascertained that the contents towards luxury vary according to cultures, socio-demographic and economic factors. In this direction, a questionnaire, which is based on five groups according to household incomes, was conducted with a total of 2950 participants from provinces that represent twelve regions of Turkey. Luxury perception is separately evaluated on the basis of income groups and inferences associated with luxury are uncovered. Accordig to the findings, along with the relative importances, eight inferences attributed to luxury has emerged in each group. These are; money, wealth, vanity, redundancy, cars, quality and quality living. Although money and weath come in the first two place for each income group, the rankings of the others vary according to each income group

Kaynakça

  • Alleres, D. Luxe: Un Management Spécifique. Paris: Economica. 1995. K. Walley, P. Custance, P. Copley and S. Perry, ‘The Key Dimensions Of Luxury From A UK Consumers’ Perspective’, Marketing Intelligence & Planning, Vol. 31 No. 7, 2013, p. 823-837.
  • Belk, R. W. ‘Possessions And The Extended Self’. Journal of Consumer Research, 2 (2), 1988, p.139–168.
  • Berger, J. and C. Heath, ‘Where Consumers Diverge From Others: Identity Sig- naling And Product Domains’, Journal of Consumer Research, 34, 2007, p.121–134.
  • Berthon, P., L. Pitt, M. Parent and J-P. Berthon, ‘Aesthetics And Ephemerality: Ob- serving And Preserving The Luxury Brand’, California Management Review, 52(1), 2009, 45-66.
  • Bourdieu, P. Distinction: A Social Judgment of Taste. R. Nice (Translator). Camb- ridge, MA: Harvard University Press. 1984.
  • Brun, A. and C. Castelli, ’The Nature Of Luxury: A Consumer Perspective’, Inter- national Journal of Retail & Distribution Management, Vol. 41 No. 11/12, 2013, p. 827.
  • Carlson, K.B. ‘Brown Bag Couture: The Recession Is Forcing Shopaholics To Get Sneaky With Their Purchases’, Toronto, Retrieved 12 Oct 2009, http://www. nationalpost.com/ news/story.html?id=14859822009 (Erişim Tarihi: 6.05.2016).
  • Chadha, R. and P. Husband, The Cult of the Luxury Brand: Inside Asia’s Love Af- fair with Luxury, Nicholas Brealey International, London. 2007.
  • Chevalier, M. and P. Lu, Luxury China: Market Opportunities and Potential, John Wiley & Sons (Asia) Pte Ltd, Singapore, 2010.
  • Chevalier, Michel and Gérald Mazzalovo, Luxury Brand Management: A World of Privilege. John Wiley & Sons, 2008.
  • Childers, T.L. and A.R. Rao, ‘The Influence of Familial and Peer Based Reference Group Influence on Consumer Decisions’, J. Consum. Res. 19, 1992, p.198- 211.
  • De Barnier, Virginie and Irina Rodina, ‘Which Luxury Perceptions Affect Most Consumer Purchase Behavior? A Cross Cultural Exploratory Study in France, The United Kingdom And Russia’, Proceedings Des Congres Paris-Venise Des Tendences Marketing, Paris. 8/17, 2006, p. 1-27.
  • Deloitte Türkiye Raporu. ‘Türkiye’de Lüks Sektörü: Lüksün Yükselişi’, 2015, s.1- 8. http://www2.deloitte.com/tr/tr/pages/consumer-business/articles/global- powers-of- retailing1.html (Erişim Tarihi: 16.6.2016).
  • Dubois, Bernard, Sandor Czellar and Gilles Laurent, ‘Consumer Segments Based On Attitudes Toward Luxuury: Empirical Evidence From Twenty Countries’, Mark Lett, 16 (2), 2005, p. 115.
  • Dubois, B. and P. Duquesne, ‘The Market For Luxury Goods: İncome Versus Cul- ture’, European Journal of Marketing, 27(1), 1993, p. 35–44.
  • Dubois, B. and G. Laurent, ‘Attitudes Toward The Concept Of Luxury: An Explo- ratory Analysis’, in Leong, S.M. and Cote, J.A. (Eds), Asia-Pacific Advances in Consumer Research, Provo, UT, 1994, p. 273-278.
  • Emile, Renu and Margaret Craig-Lees, ‘A Luxury Perspective on Brands- Characteristics, Value and the Eye of the Beholder’, Advances in Consumer Research, Volume 39, 2011, p.307-310.
  • Gardyn, R. ‘Oh, the Good life’, American Demographics, Vol. 24, No. 10, 2002, p. 31-5.
  • Godey, B., D. Pederzoli, G. Aiello , R. Donvito, K.P. Wiedmann, N. Hennigs, ‘A Cross-Cultural Exploratory Content Analysis Of The Perception Of Luxury From Six Countries’, Journal of Product & Brand Management, 22/3, 2013, p. 229–237.
  • Grossman, G.M. and C. Shapiro, ‘Foreign Counterfeiting Of Status Goods’, Quar- terly Journal of Economics, 103(1), 1988, p.79-100.
  • Han, Y.J., J.C. Nunes and X. Dreze, ‘Signaling Status With Luxury Goods: The Role Of Brand Prominence’, Journal of Marketing, Vol. 74, 2010, p. 15-30.
  • Hauck, E. and N. Stanforth, ‘Cohort Perception Of Luxury Goods And Services’, Journal of Fashion Marketing and Management, Vol. 11, No. 2, 2007, p. 175- 188.
  • Heine, K. ‘The Concept of Luxury Brands’, In: Luxury Brand Management, No. 1, Ed. 2, ISSN: 2012, p. 2193-1208.
  • Heine, K. and Phan, M. ‘Trading-Up Mass-Market Goods To Luxury Products’, Australasian Marketing Journal, Vol. 19 No. 2, 2011, p. 108-114.
  • Hennigs, N. et al. ‘What Is the Value of Luxury? A Cross-Cultural Consumer Pers- pective’, Psychology and Marketing, Vol.29 (12), 2012, p.1018-1034.
  • Jenkins, R. Social Identity, 2nd ed., Routledge, London, 2004.
  • Jolson, M.A., R.E. Anderson and N.J. Leber, ‘Profiles of Signature Goods Consu- mers and Avoiders’, Journal of Retailing, Vol. 57, No. 4, 1981, p. 19-38.
  • Kapferer, J.N. and V. Bastien, The Luxury Strategy: Break The Rules Of Marketing To Build Luxury Brands, London: Kogan Page Ltd., 2009.
  • Leahy, J. and P. Betts, ‘Is The Tide Starting To Turn For The Luxury İndustry?’, Retrieved February 27, 2010, http://www.ft.com/cms/s/0/fa95cc08-062c-11df- 8c97-00144feabdc0.html 2010. (Erişim Tarihi: 15.05.2016).
  • Li, Guoxin, Guofeng Li and Zephaniah Kambele, ‘Luxury Fashion Brand Consu- mers in China: Perceived Value, Fashion Lifestyle, And Willingness To Pay’, Journal of Business Research, 65, 2012, p. 1516–1522.
  • Lim, Weng Marc, Ding Hooi Tıng, Pei Theng Khoo and Wei Yi Wong, ‘Unders- tandıng Consumer Values And Socialization – A Case Of Luxury Products’, Management & Marketing Challenges For The Knowledge Society Vol. 7, No. 2, 2012, p. 209-220.
  • Mortelmans, D. ‘Sign Values In Processes Of Distinction: The Concept Of Luxury’. Semiotica, 157, 1/4, 2005, P. 497–520.
  • Nueno, J.L. and Quelch, J.A. ‘The Mass Marketing Of Luxury’, Business Horizons, Vol. 4, No. 6, 1998, p. 61-68.
  • Nwankwo, S., N. Hamelin, and M. Khaled, ‘Consumer Values, Motivation And Purchase İntention For Luxury Goods’, Journal of Retailing and Consumer Services, 21, 2014, p. 735–744.
  • Paquot, T. Lükse Övgü, Orçun Türkay (Çev.). İstanbul: Can Yayınları, 2010, s.19- 20.
  • Sari, D. and B. Kusuma. ‘Does Luxury Brand Perception Matter In Purchase Inten- tion? A Comparison Between A Japanese Brand And A German Brand’, Asean Marketıng Journal, Vol. VI, 2014, p. 50-62.
  • Sekora, J. Luxury: The Concept in Western Thought, Eden to Smollett. London: John Hopkins University Press, 1977.
  • Shukla,P. ‘Impact Of İnterpersonal Influences, Brand Origin And Brand Image On Luxury Purchase Intentions: Measuring Interfunctional Interactions and A Cross-National Comparison’, Journal of World Business, Vol. 46, No. 2, 2011, p. 242-52.
  • Sombart, W. Aşk, Lüks ve Kapitalizm, Necati Aça (Çev.). Ankara: Bilim ve Sanat Yayınları, 1998, p. 88.
  • Souiden, N., B. M’Saad and F. Pons, ‘A Cross-Cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories’, Journal of Inter- national Consumer Marketing, 23: 2011, p.329–330.
  • TDK,http://www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK. GTS.579cf8b2da1482.00698158, (Erişim Tarihi:12.05.2016).
  • Thomas, D. Deluxe: How Luxury Lost Its Luster, New York: Penguin Group, USA, 2007, p.240-241.
  • Turunen, L.L.M. ‘Challenging The Hierarchical Categorization Of Luxury Fashion Brands’, NJB Vol. 64, No.2, 2015, p.120.
  • TÜİK, http://www.tuik.gov.tr/PreTablo.do?alt_id=1011 (Erişim Tarihi:12.05.2016).
  • Twitchell, J.B. Living It Up: Our Love Affair With Luxury, Columbia University Press, New York, NY. 2002.
  • Veblen, T. The Theory of the Leisure Class. New American Library, New York, 1899.
  • Vickers, S. Jonathan and Franck Renand, ‘The Marketing Of Luxury Goods: An Exploratory Study-Three Conceptual Dimensions’, Market Rev. 3(4), 2003. p.459–484.
  • Vigneron, F. and L. W. Johnson, ‘Measuring Perceptions Of Brand Luxury’, Journal of Brand Management, 11, 2004, p.484– 506.
  • Wiedmann, K.-P., N. Hennigs and A. Siebels, ‘Value Based Segmentation Of Lu- xury Consumption Behavior’, Psychology & Marketing, 26, 2009, p.625–651.
  • Wilcox, K., H.M. Kim and S. Sen, ‘Why Do Consumers Buy Counterfeit Luxury Brands?’, Journal of Marketing Research, 46(2), 2009, p.247–259.
  • Yeoman, I. and McMahon-Beattie, U. ‘Luxury Markets and Premium Pricing’, Jour- nal of Revenue and Pricing Management, 4, 4, 2006, p. 319–329.

Türkiye’de Farklı Gelir Grupları Açısından Lüks Algısının İncelenmesi

Yıl 2016, Cilt: 14 Sayı: 28, 651 - 671, 01.12.2016

Öz

Bu çalışmada, Türkiye’de farklı hanehalkı kullanılabilir gelir grupları açısından tüketicilerin lüks kavramını nasıl algıladıkları ve bu gruplar arasında algıda farklılıkların olup olmadığı incelenmiştir. Literatür incelemesi sonucunda da lükse yönelik anlamların kültürlere, sosyo-demografik ve ekonomik faktörlere göre farklılık gösterdiği tespit edilmiştir. Bu doğrultuda hane halkı gelirlerine göre beş grup temel alınarak, Türkiye’nin on iki bölgesini temsil eden illerdeki toplam 2950 katılımcıya anket uygulanmıştır. Gelir grupları bazında lüks algısı ayrı ayrı değerlendirilmiş ve lüks ile ilişkilendirilen anlamlar ortaya çıkarılmıştır. Bulgulara göre, lükse atfedilen sekiz anlam görece önemi farklı olmakla birlikte, her grupta ortaya çıkmıştır. Bunlar; para, zenginlik, rahatlık, gösteriş, gereksiz, araba, kalite ve kaliteli yaşamdır. Para ve zenginlik, her bir gelir grubu için ilk iki sırada yer almakla birlikte, diğerlerinin sıralamaları gelir guruplarına göre farklılık göstermektedir

Kaynakça

  • Alleres, D. Luxe: Un Management Spécifique. Paris: Economica. 1995. K. Walley, P. Custance, P. Copley and S. Perry, ‘The Key Dimensions Of Luxury From A UK Consumers’ Perspective’, Marketing Intelligence & Planning, Vol. 31 No. 7, 2013, p. 823-837.
  • Belk, R. W. ‘Possessions And The Extended Self’. Journal of Consumer Research, 2 (2), 1988, p.139–168.
  • Berger, J. and C. Heath, ‘Where Consumers Diverge From Others: Identity Sig- naling And Product Domains’, Journal of Consumer Research, 34, 2007, p.121–134.
  • Berthon, P., L. Pitt, M. Parent and J-P. Berthon, ‘Aesthetics And Ephemerality: Ob- serving And Preserving The Luxury Brand’, California Management Review, 52(1), 2009, 45-66.
  • Bourdieu, P. Distinction: A Social Judgment of Taste. R. Nice (Translator). Camb- ridge, MA: Harvard University Press. 1984.
  • Brun, A. and C. Castelli, ’The Nature Of Luxury: A Consumer Perspective’, Inter- national Journal of Retail & Distribution Management, Vol. 41 No. 11/12, 2013, p. 827.
  • Carlson, K.B. ‘Brown Bag Couture: The Recession Is Forcing Shopaholics To Get Sneaky With Their Purchases’, Toronto, Retrieved 12 Oct 2009, http://www. nationalpost.com/ news/story.html?id=14859822009 (Erişim Tarihi: 6.05.2016).
  • Chadha, R. and P. Husband, The Cult of the Luxury Brand: Inside Asia’s Love Af- fair with Luxury, Nicholas Brealey International, London. 2007.
  • Chevalier, M. and P. Lu, Luxury China: Market Opportunities and Potential, John Wiley & Sons (Asia) Pte Ltd, Singapore, 2010.
  • Chevalier, Michel and Gérald Mazzalovo, Luxury Brand Management: A World of Privilege. John Wiley & Sons, 2008.
  • Childers, T.L. and A.R. Rao, ‘The Influence of Familial and Peer Based Reference Group Influence on Consumer Decisions’, J. Consum. Res. 19, 1992, p.198- 211.
  • De Barnier, Virginie and Irina Rodina, ‘Which Luxury Perceptions Affect Most Consumer Purchase Behavior? A Cross Cultural Exploratory Study in France, The United Kingdom And Russia’, Proceedings Des Congres Paris-Venise Des Tendences Marketing, Paris. 8/17, 2006, p. 1-27.
  • Deloitte Türkiye Raporu. ‘Türkiye’de Lüks Sektörü: Lüksün Yükselişi’, 2015, s.1- 8. http://www2.deloitte.com/tr/tr/pages/consumer-business/articles/global- powers-of- retailing1.html (Erişim Tarihi: 16.6.2016).
  • Dubois, Bernard, Sandor Czellar and Gilles Laurent, ‘Consumer Segments Based On Attitudes Toward Luxuury: Empirical Evidence From Twenty Countries’, Mark Lett, 16 (2), 2005, p. 115.
  • Dubois, B. and P. Duquesne, ‘The Market For Luxury Goods: İncome Versus Cul- ture’, European Journal of Marketing, 27(1), 1993, p. 35–44.
  • Dubois, B. and G. Laurent, ‘Attitudes Toward The Concept Of Luxury: An Explo- ratory Analysis’, in Leong, S.M. and Cote, J.A. (Eds), Asia-Pacific Advances in Consumer Research, Provo, UT, 1994, p. 273-278.
  • Emile, Renu and Margaret Craig-Lees, ‘A Luxury Perspective on Brands- Characteristics, Value and the Eye of the Beholder’, Advances in Consumer Research, Volume 39, 2011, p.307-310.
  • Gardyn, R. ‘Oh, the Good life’, American Demographics, Vol. 24, No. 10, 2002, p. 31-5.
  • Godey, B., D. Pederzoli, G. Aiello , R. Donvito, K.P. Wiedmann, N. Hennigs, ‘A Cross-Cultural Exploratory Content Analysis Of The Perception Of Luxury From Six Countries’, Journal of Product & Brand Management, 22/3, 2013, p. 229–237.
  • Grossman, G.M. and C. Shapiro, ‘Foreign Counterfeiting Of Status Goods’, Quar- terly Journal of Economics, 103(1), 1988, p.79-100.
  • Han, Y.J., J.C. Nunes and X. Dreze, ‘Signaling Status With Luxury Goods: The Role Of Brand Prominence’, Journal of Marketing, Vol. 74, 2010, p. 15-30.
  • Hauck, E. and N. Stanforth, ‘Cohort Perception Of Luxury Goods And Services’, Journal of Fashion Marketing and Management, Vol. 11, No. 2, 2007, p. 175- 188.
  • Heine, K. ‘The Concept of Luxury Brands’, In: Luxury Brand Management, No. 1, Ed. 2, ISSN: 2012, p. 2193-1208.
  • Heine, K. and Phan, M. ‘Trading-Up Mass-Market Goods To Luxury Products’, Australasian Marketing Journal, Vol. 19 No. 2, 2011, p. 108-114.
  • Hennigs, N. et al. ‘What Is the Value of Luxury? A Cross-Cultural Consumer Pers- pective’, Psychology and Marketing, Vol.29 (12), 2012, p.1018-1034.
  • Jenkins, R. Social Identity, 2nd ed., Routledge, London, 2004.
  • Jolson, M.A., R.E. Anderson and N.J. Leber, ‘Profiles of Signature Goods Consu- mers and Avoiders’, Journal of Retailing, Vol. 57, No. 4, 1981, p. 19-38.
  • Kapferer, J.N. and V. Bastien, The Luxury Strategy: Break The Rules Of Marketing To Build Luxury Brands, London: Kogan Page Ltd., 2009.
  • Leahy, J. and P. Betts, ‘Is The Tide Starting To Turn For The Luxury İndustry?’, Retrieved February 27, 2010, http://www.ft.com/cms/s/0/fa95cc08-062c-11df- 8c97-00144feabdc0.html 2010. (Erişim Tarihi: 15.05.2016).
  • Li, Guoxin, Guofeng Li and Zephaniah Kambele, ‘Luxury Fashion Brand Consu- mers in China: Perceived Value, Fashion Lifestyle, And Willingness To Pay’, Journal of Business Research, 65, 2012, p. 1516–1522.
  • Lim, Weng Marc, Ding Hooi Tıng, Pei Theng Khoo and Wei Yi Wong, ‘Unders- tandıng Consumer Values And Socialization – A Case Of Luxury Products’, Management & Marketing Challenges For The Knowledge Society Vol. 7, No. 2, 2012, p. 209-220.
  • Mortelmans, D. ‘Sign Values In Processes Of Distinction: The Concept Of Luxury’. Semiotica, 157, 1/4, 2005, P. 497–520.
  • Nueno, J.L. and Quelch, J.A. ‘The Mass Marketing Of Luxury’, Business Horizons, Vol. 4, No. 6, 1998, p. 61-68.
  • Nwankwo, S., N. Hamelin, and M. Khaled, ‘Consumer Values, Motivation And Purchase İntention For Luxury Goods’, Journal of Retailing and Consumer Services, 21, 2014, p. 735–744.
  • Paquot, T. Lükse Övgü, Orçun Türkay (Çev.). İstanbul: Can Yayınları, 2010, s.19- 20.
  • Sari, D. and B. Kusuma. ‘Does Luxury Brand Perception Matter In Purchase Inten- tion? A Comparison Between A Japanese Brand And A German Brand’, Asean Marketıng Journal, Vol. VI, 2014, p. 50-62.
  • Sekora, J. Luxury: The Concept in Western Thought, Eden to Smollett. London: John Hopkins University Press, 1977.
  • Shukla,P. ‘Impact Of İnterpersonal Influences, Brand Origin And Brand Image On Luxury Purchase Intentions: Measuring Interfunctional Interactions and A Cross-National Comparison’, Journal of World Business, Vol. 46, No. 2, 2011, p. 242-52.
  • Sombart, W. Aşk, Lüks ve Kapitalizm, Necati Aça (Çev.). Ankara: Bilim ve Sanat Yayınları, 1998, p. 88.
  • Souiden, N., B. M’Saad and F. Pons, ‘A Cross-Cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories’, Journal of Inter- national Consumer Marketing, 23: 2011, p.329–330.
  • TDK,http://www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK. GTS.579cf8b2da1482.00698158, (Erişim Tarihi:12.05.2016).
  • Thomas, D. Deluxe: How Luxury Lost Its Luster, New York: Penguin Group, USA, 2007, p.240-241.
  • Turunen, L.L.M. ‘Challenging The Hierarchical Categorization Of Luxury Fashion Brands’, NJB Vol. 64, No.2, 2015, p.120.
  • TÜİK, http://www.tuik.gov.tr/PreTablo.do?alt_id=1011 (Erişim Tarihi:12.05.2016).
  • Twitchell, J.B. Living It Up: Our Love Affair With Luxury, Columbia University Press, New York, NY. 2002.
  • Veblen, T. The Theory of the Leisure Class. New American Library, New York, 1899.
  • Vickers, S. Jonathan and Franck Renand, ‘The Marketing Of Luxury Goods: An Exploratory Study-Three Conceptual Dimensions’, Market Rev. 3(4), 2003. p.459–484.
  • Vigneron, F. and L. W. Johnson, ‘Measuring Perceptions Of Brand Luxury’, Journal of Brand Management, 11, 2004, p.484– 506.
  • Wiedmann, K.-P., N. Hennigs and A. Siebels, ‘Value Based Segmentation Of Lu- xury Consumption Behavior’, Psychology & Marketing, 26, 2009, p.625–651.
  • Wilcox, K., H.M. Kim and S. Sen, ‘Why Do Consumers Buy Counterfeit Luxury Brands?’, Journal of Marketing Research, 46(2), 2009, p.247–259.
  • Yeoman, I. and McMahon-Beattie, U. ‘Luxury Markets and Premium Pricing’, Jour- nal of Revenue and Pricing Management, 4, 4, 2006, p. 319–329.
Toplam 51 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA96UT77VU
Bölüm Araştırma Makalesi
Yazarlar

Nihal Sütütemiz Bu kişi benim

Aysel Kurnaz Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2016
Gönderilme Tarihi 1 Aralık 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 14 Sayı: 28

Kaynak Göster

APA Sütütemiz, N., & Kurnaz, A. (2016). Türkiye’de Farklı Gelir Grupları Açısından Lüks Algısının İncelenmesi. Yönetim Bilimleri Dergisi, 14(28), 651-671.

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