THE ANALYSIS OF BRAND LOVE WITH BIBLIOMETRIC ANALYSIS METHOD

Yıl 2022, Cilt: 10 Sayı: 2, 700 - 720, 30.09.2022

Murat Toksarı

https://doi.org/10.19145/e-gifder.1105653

Cited By: 2

Öz

In today's world where brand struggles are experienced, the phenomenon of establishing a strong bond between the consumer and the brand has become one of the top priorities for all institutions. It has great importance in terms of determining the strategies that will create brand love in the eyes of consumers in order to gain competitive advantage for businesses that want to establish a strong bond with consumers and to have a place in the subconscious perceptions of consumers. From this point of view, the study will bring different perspectives to both researchers and every business that wants to be positioned before consumers.
In this context, the aim of the study is to examine the studies scanned in the Web of Science database related to the concept of brand love by using the bibliometric analysis method. Based on the purpose of the study, the data in the scientific studies scanned in the Web of Science database on brand love on April 3, 2022 were examined using the bibliometric analysis method. As a result of the analyzes, it has beeen determined that after 2017, researchers focused more on issues related to brand love. At the same time it has been determined that the most studies on brand love have been done by academics in the United States, the university with the most cited studies on this subject is the University of Michigan, and the concept of brand love has a strong relationship with brand loyalty, brand trust and social media.

Anahtar Kelimeler

Brand, Brand Love, Consumer, Bibliometric Analysis

MARKA AŞKININ BİBLİYOMETRİK ANALİZ YÖNTEMİ İLE İNCELENMESİ

Öz

Marka mücadelelerinin yaşandığı günümüz dünyasında tüketici ile marka arasında güçlü bağ kurma olgusu tüm kurumlar için en öncelikli konulardan biri haline gelmiştir. Son dönemlerde, tüketicilerle güçlü bağ kurmak isteyen ve tüketicilerin subliminal algılarında yer edinmek isteyen işletmelerin tüketiciler nezdinde marka aşkını oluşturacak stratejiler belirlemesi rekabet avantajı kazanmalarında büyük öneme sahip olmuştur. Bu açıdan değerlendirildiğinde çalışma, hem araştırmacılara hem de tüketiciler nezdinde konumlanmak isteyen her işletmeye farklı bakış açıları kazandıracaktır.
Bu kapsamda çalışmanın amacı, marka aşkı kavramı ile ilgili Web of Science veri tabanında taranmış çalışmaların bibliyometrik analiz yöntemi kullanılarak incelenmesi üzerinedir. Çalışmanın amacından yola çıkarak, 3 Nisan 2022 tarihinde, marka aşkı ile ilgili Web of Science veri tabanında taranmış bilimsel çalışmalardaki veriler, bibliyometrik analiz yöntemi kullanılarak irdelenmiştir. Analizler sonucunda, araştırmacıların 2017 yılından sonra marka aşkı ile ilgili konulara daha çok yöneldikleri belirlenmiştir. Aynı zamanda marka aşkı ile ilgili en fazla çalışmanın Amerika Birleşik Devletlerindeki akademisyenler tarafından yapıldığı, bu konuda en fazla atıf alan çalışmaların bulunduğu üniversitenin Michigan Üniversitesi olduğu ve marka aşkı kavramının marka sadakati, marka güveni ve sosyal medya ile güçlü ilişki içinde olduğu tespit edilmiştir. 

Anahtar Kelimeler

Marka, Marka Aşkı, Bibliyometrik analiz, Tüketici

Kaynakça

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