Marka Nefreti: 2010-2023 Yıllarındaki WEBOS Makalelerinin R Programı ile Bibliyometrik Analizi

Öz

Marka nefreti olumsuz duygular içinde markalar için en zararlı olacak duygulardandır. Gelişen iletişim olanaklarıyla birlikte marka nefretinin kolayca ve hızlı biçimde yayılabilmesi için şirketler bir kabusu yaşamak gibi bir duruma sebep olabilir. Bu çalışmada, 2010-2023 yılları arasında marka nefretini ele alan çalışmaları bibliyometrik analiz tekniği ile Web of Science (WebOS) veri tabanında yer alan makalelerin incelenmesinden oluşmaktadır. Bu amaçla R tabanlı Bibliyometrik analiz yazılımı ile çalışmalar, başlıkları, yazarlar, ülkeler, anahtar kelimeler ve diğer farklı parametreler üzerinden analiz gerçekleştirilmiştir. Yine bu çalışmaların yazarlar ve yazarların çalıştığı ülkeler, üniversiteler ve yayın yaptıkları dergiler ve yazarların birbirleriyle kurdukları ağ ve iş birlikleri de analize dahil edilmiştir. 2010-2023 yılları arasında özellikle marka nefreti konusunda yapılan çalışmaların ve yayınlardaki artış literatürde bu konuya verilen önemin giderek arttığını görmekteyiz. Çıkan sonuçlardan birisi de bu konuda ilk başlarda marka nefretinin ne olduğunu anlamaya yönelik (öncül-sonuçlarla ilgili) çalışmalar yerini artık marka nefretinin tüketicideki yerini daha çok anlamlandırmaya ve diğer pazarlama konularıyla ilişkilerini incelemeye yönelmiştir. Bu çalışma ile marka nefreti ile ilgili araştırma yapacaklara verilerin analizinden elde edilen bilgilerle yeni fikirlere yol açabilecektir.

Anahtar Kelimeler

• Marka nefreti
• Marka
• Bibliyometrik analiz
• Web of Science (WOS)

Brand Hate: A Bibliometric Analysis of WEBOS Articles Between 2010-2023.

Öz

Brand hate is one of the most detrimental negative emotions for brands. The advent of new communication channels has made it easier for brand hatred to spread rapidly, potentially causing significant challenges for companies. In this study, we employed a bibliometric analysis technique to examine the literature on brand hate between 2010 and 2023. Our analysis was conducted using the Web of Science (WebOS) database. In order to achieve this, R-based bibliometric analysis software was employed to analyse the studies, titles, authors, countries, keywords and other parameters. The analysis also encompasses the authors of the studies, the countries, universities and journals where the authors work, and the networks and collaborations that the authors have established with each other. The increase in the number of studies and publications on brand hatred between 2010 and 2023 indicates that the importance attributed to this issue in the literature is gradually increasing. One of the outcomes of this research is that studies on this subject, which initially concentrated on defining brand hate (antecedents and consequences), have now shifted towards elucidating the role of brand hate in the consumer and examining its relationships with other marketing issues. The findings of this study will provide researchers with new insights and ideas for further investigation into brand hatred.

Anahtar Kelimeler

• Brand Hate
• Brand
• bibliometric analysis
• Web Of Science (WOS)

Kaynakça

1. Alba, J.W. and Lutz, R.J. (2013). Broadening (and narrowing) the scope of brand relationships, Journal of Consumer Psychology, 23 (2): 265-268.
2. Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4): 959-975.
3. Bryson, D., Atwal, G., & Hulten, P. (2013). Towards the conceptualization of the antecedents of extreme negative affect towards luxury brands, Qualitative Market Research: An International Journal, 16 (4): 393-405.
4. Bryson, D. & Atwal, G. (2019). Brand hate: the case of Starbucks in France, British Food Journal, 121 (1): 172-182.
5. Baumeister, R. F., Leith, K. P. (1996). Why do bad moods increase self-defeating behavior? Emotion, risk tasking, and self-regulation. Journal of Personality and Social Psychology, 71(6), 1250–1267.
6. Bellis, N. (2014). History and evolution of (biblio)metrics. In: Cronin, B., & Sugimoto, C. (Eds.). Beyond bibliometrics: Harnessing multidimensional indicators of scholarly impact. Boston, MA, USA: Massachusetts Institute of Technology.
7. Ben-Ze’ev, A. (2018). Is Hate Worst When It Is Fresh? The Development of Hate Over Time. Emotion Review, 10(4), 322-324. doi:10.1177/1754073918787233
8. Curina, I., Francioni, B., Hegner, S. M. & Cioppi, M. (2020). Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting, Journal of Retailing and Consumer Services, vol. 54(C).

9. Ding, X., Yang, Z. (2022). Knowledge mapping of platform research: a visual analysis using VOSviewer and CiteSpace. Electron Commer Res, 22: 787–809
10. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N.,& Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines, Journal of Business Research, 133(C): 285-296.
11. Fischer, A. H. (2018). Why Hate Is Unique and Requires Others for Its Maintenance. Emotion Review, 10(4):324-326. doi:10.1177/1754073918795273.
12. Fehr, B., & Russell, J. A. (1984). Concept of emotion viewed from a prototype perspective, Journal of Experimental Psychology: General, 113(3): 464–486.
13. Gregoire, Y., Tripp, T.M. & Legoux, R. (2009). When customer love turns into lasting hate: The effectsof relationship strength and time on customer revenge and avoidance, Journal of Marketing, 73 (6): 18-32.
14. Farhat, Z., Chaney, D. (2020). Introducing destination brand hate: an exploratory study, Current Issues in Tourism, 24 (17): 1-17.
15. Fetscherin, M. (2019). The five types of brand hate: how they affect consumer behavior, Journal ofBusiness Research, 101: 116-127.
16. Hegner, S.M., Fetscherin, M. and Delzen, M.V. (2017). Determinants and outcomes of brand hate, Journal of Product and Brand Management, 26 (1): 13-25.
17. Hirschman, A.O. (1970). Exit, Voice and Loyalty, Harvard University Press, Cambridge MA.
18. Islam, T., Attiq, S., Hameed, Z., Khokhar, M.N. & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional), British Food Journal, 121 (1): 71-88.
19. Jain, K. & Sharma, I. (2019). Negative outcomes of positive brand relationships, Journal of Consumer Marketing, 36 (7): 986-1002.
20. Khatoon S, Rehman V. (2021). Negative emotions in consumer brand relationship: A review and future research agenda. International Journal Consumer Studies, 45:719–749. doi:10.1111/ijcs.12665.
21. Kucuk, S.U. (2008). Negative double jeopardy: the role of anti-brand sites on internet, Journal of Brand Management, 15(3): 209-222.
22. Kucuk, S.U. (2016). Brand Hate: Navigating Consumer Negativity in the Digital World, Palgrave MacMillan Publishing, London.
23. Kucuk, S.U. (2018). Macro-level antecedents of consumer Brand hate, Journal of Consumer Marketing, 35 (5): 555-564.
24. Kucuk, S.U. (2018). Consumer Brand Hate: Steam Rolling Whatever I See, Psycholigical Marketing, 36(5): 431–443.
25. Kucuk, S.U. (2019a). Brand Hate: Navigating Consumer Negativity in the Digital World, 2nd ed., Palgrave-MacMillan, London.
26. Kumar, R., Jebarajakirthy, C., Maseeh, H.I., Dhanda, K., Saha, R. and Dahiya, R. (2023), Two decades of brand hate research: a review and research agenda, Marketing Intelligence & Planning, 41 (6): 763-789. doi:10.1108/MIP-01-2023-0030.
27. Sareh, F. (1996). Bibliometrics, Citation Analysis and Co-Citation Analysis: A Review of Literature I., Libri. 46(3): 149-158. doi:10.1515/libr.1996.46.3.149.
28. Sengupta , I. N. (1992). Bibliometrics, Informetrics, Scientometrics and Librametrics: An Overview, Libri, 42(2): 75-98. doi:10.1515/libr.1992.42.2.75.
29. Omotehinwa, T.O. (2022). Examining the developments in scheduling algorithms research: A bibliometric approach, Heliyon. May, 21; 8(5), doi: 10.1016/j.heliyon.2022.e09510.
30. Özbilek, Ö. & Okutan. S. (2020). Marka Nefreti, içinde Marka Külliyatı, Altunışık, R. (Eds.), Yıldırım, Y. (Eds.), Zengin, B. (Eds.), Ankara: Nobel.
31. Özbilek, Ö. & Okutan, S. (2022). Network Sistemleri ve Ağ Toplumu. içinde Pazarlamada Dijital Dönüşüm, Etlioğlu, M. (Eds.), ss.19-56, Ankara: Nobel.
32. Özbilek, Özcan. (2024). Marka ve olumsuz duygular: 1993-2023 yılları arası WoS makalelerinin bibliyometrik analizi. Business & Management Studies: An International Journal, 12(2): 356–383. doi:10.15295/bmij.v12i2.2372
33. Page, M.J., McKenzie, J.E., Bossuyt, P.M., Boutron, I., Hoffmann, T.C., Mulrow, C.D., Shamseer, L., Tetzlaff, J.M., Akl, E.A., Brennan, S.E., Chou, R., Glanville, J., Grimshaw, J.M., Hróbjartsson, A., Lalu, M.M., Li, T., Loder, E.W., Mayo-Wilson, E., McDonald, S., McGuinness, L.A., Stewart, L.A., Thomas, J., Tricco, A.C., Welch, V.A., Whiting, P., Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. Rev Esp Cardiol (Engl Ed). 2021 Sep;74(9):790-799.
34. Pritchard, A. (1969). Statistical Bibliography or Bibliometrics, Journal of Documentation. 25: 348-349.
35. Rempel, J. K., & Burris, C. T. (2005). Let me count the ways: An integrative theory of love and hate. Personal Relationships, 12(2): 297–313. Romani, S., Grappi, S., Zarantonello, L. and Bagozzi, R.P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism, Journal of Brand Management, 22 (8): 658-672.
36. Romani, S., Grappi, S. & Dalli, D. (2013). Emotions that drive consumers away from brands:measuring negative emotions toward brands and their behavioral effects, International Journal of Research in Marketing, 29 (1): 55-67.
37. Sarkar, A., Sarkar, J.G. & Sreejesh, S. (2021). Managing customers’ undesirable responses towards hospitality service brands during service failure: the moderating role of other customer perception, International Journal of Hospitality Management, Vol. 94, p. 102873.
38. Roy, S. K., Sharma, A., Bose, S., & Singh, G. (2022). Consumer - brand relationship: A brand hate perspective, Journal of Business Research, 144: 1293–1304.
39. Sharma, I., Jain, K. & Gupta, R. (2022). The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM, Journal of Asia Business Studies, 16 (4): 652-675. doi: 10.1108/JABS-10-2020-0423
40. Sternberg, R. J., & Sternberg, K. (2008). The problem the role of hate in the world. In The Nature of Hate (pp. 1–14). chapter, Cambridge: Cambridge University Press.
41. Sternberg, R. J. (2003). A duplex theory of hate: development and application to terrorism, massacres, and genocide. Review of General Psychology, 7(3): 299–328.
42. Tupes, E. C., & Christal, R. E. (1992). Recurrent personality factors based on trait ratings, Journal of Personality, 60(2): 225–251.
43. Wei, J., Jiang, M., Li, Y.N., Li, W.& Mead, J. (2023). The impact of product defect severity and product attachment on consumer negative emotions, Psychology & Marketing. 40. doi:10.1002/mar.21778.
44. Zarantonello, L., Romani, S., Grappi, S. & Bagozzi, R. P. (2016). Brand Hate, Journal of Product and Brand Management, 25(1): 11–25.
45. Zarantonello, L., Romani, S., Grappi, S. and Fetscherin, M. (2018). Trajectories of Brand hate, Journal of Brand Management, 25 (6): 549-560.
46. Zhang, C., & Laroche, M. (2020). Brand hate: a multidimensional construct, Journal of Product and Brand Management, 30 (3): 392-414.
47. Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization, Organizational Research Methods, 18: 429-472. doi: 10.1177/1094428114562629.