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

Yıl 2025, Cilt: 24 Sayı: 1, 21 - 47, 29.01.2025

Özcan Özbilek

https://doi.org/10.17755/esosder.1481882

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)

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)

Kaynakça

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