Birlikte Marka Yaratma Kavramına Yönelik Bibliyometrik Bir Analiz

Abstract

Bu makale, birlikte marka yaratma konusuna ilişkin bir bibliyometrik çalışma aracılığıyla konunun kavramsallaştırılmasını ele almaktadır. Çalışma, literatürde 2005 - Şubat 2024 yılları arasında WoS veri tabanında yer alan 1.092 İngilizce makale temelinde gerçekleştirilerek, eş-oluşum tekniğine göre VOSviewer ile haritalandırılmış ve değerlendirilmiştir. Analiz neticesinde ana temalar içerisinde yer alan alt-unsurların hem küme içerisinde hem de kümeler arası ağ mekanizması görsel haritalandırma ile hipotetik modeli kurgulanmıştır. Yapılan analizde altı ana tema ve bu temalar içerisinde yer alan otuz dokuz alt-tema belirlenmiştir. Ana temalar küme olarak kitlesel bağlanım, markaya anlam katma, marka güveni, sürdürülebilir marka, hizmet temelli marka ve turizm olarak isimlendirilmiştir. Elde edilen bulgular ışığında, en yüksek bağlantı gücüne sahip küme, kitlesel bağlanım olarak adlandırılan birinci kümedir. İlgili konunun genel kavramsal yapısında hizmet ağırlıklı bir örtük unsurun yer aldığı görülmektedir. Ayrıca birlikte marka yaratma süreci, marka etkin bir şekilde yönetildiğinde ve sürdürülebilir kılındığında anlamlı hale gelir. Elde edilen bilgiler ışığında birlikte marka yaratma konusunun, değer odaklı birlikte yaratma alanıyla ilgili ancak bunun ötesinde kendi literatür alanını oluşturma potansiyeli olan bir çalışma alanı olarak geliştiği görülmektedir.

Keywords

• birlikte marka yaratma
• bibliyometrik analiz
• eş-oluşum
• pazarlama

A Bibliometric Analysis on Brand Co-Creation Concept

Abstract

This article includes a bibliometric study on the topic of brand co-creation and its conceptualization. The study is based on the 1,092 English-written articles published between 2005 and February 2024 in the Web of Science (WoS) database, conducted using the co-occurrence technique for analysis and mapped with VOSviewer. As a result, a hypothetical model was developed by visually mapping the network mechanism of sub-elements within the main themes, both within and across clusters. The analysis identified six main themes as well as thirty-nine subthemes. The primary themes, referred to as clusters, were categorized as mass engagement, brand meaning, brand trust, brand sustainability, service-based brand, and tourism. The findings indicate that the cluster with the highest connection strength is mass engagement, making it the dominant cluster. A service-oriented implicit element was observed within the general conceptual structure of the subject. Additionally, the brand co-creation process becomes meaningful when the brand is effectively managed and made sustainable. Based on the information gathered, it can be concluded that brand co-creation has evolved as a research area closely related to value-oriented co-creation. However, it also has the potential to develop its own distinct body of literature.

Keywords

• brand co-creation
• bibliometrics analysis
• co-occurrence
• marketing

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