Araştırma Makalesi
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SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS

Yıl 2020, , 53 - 68, 29.02.2020
https://doi.org/10.25204/iktisad.678892

Öz

In today’s competitive environment, with the concept of brand starting to find its place in every area of life, human brand has become one of the prominent fields of work. On the other hand, in parallel with the changes in the social structure, the branding of and the determination of brand equity of academics who are the soul of universities and the main human element, has become a necessity. In general, the knowledge of academics, their relationships with colleagues and students are accepted as determinants of brand equity. The purpose of this conceptually designed study is to develop a scale to determine the brand equity of academics. For this purpose, a comprehensive literature study was carried out and a model was put forward to determine the brand equity of academics. According to this model, a strong brand of academics is emerging through the combination of features such as performance and popularity. A scale was then developed to determine the brand equity of academics within the framework of the research model.

Kaynakça

  • Aaker, D.A. (1996). Measuring Brand Equity Across Products and Markets, Caufornia Management Review 38(3), 102-120.
  • Adler, M. (1985). Stardom and talent. American Economic Review, 75, 208–212.
  • Ailawadi, K.L., Lehmann, D.R. & Neslin, S.A. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 1–17.
  • Akbulut, R. & Paksoy, H.M. (2007). Marka Değerini Etkileyen Faktörler: Seçilmiş Bazı Küresel İşletmelerde Marka Değeri ile Finansal Göstergeler Arasındaki İlişki. İktisat İşletme ve Finans, 123-132.
  • Alsu, E. & Palta, G. (2017). Marka Değerinin Belirlenmesi ve Ölçülmesi Üzerine Finansal Bir Yaklaşım: Ampirik Bir Çalışma. Uluslararası Afro-Avrasya Araştırmaları Dergisi, E-ISSN2602-215X, 175-186.
  • Arai, A., Ko, J.Y. & Kaplanidou, K. (2013) Athlete Brand Image: Scale Development and Model Test. European Sport Management Quarterly, 13 (4), 383-403.
  • Aydin, G. & Ulengin, B. (2011). Tüketici Temelli Marka Değerinin Finansal Performans Üzerine Etkisi, Itüdergisi/Dmühendislik, 10 (2), 58-68.
  • Bauer, H. H., Sauer, N.E. & Schmitt, P. (2005). Customer Based Brand Equity in The Team Sport Industry. European Journal of Marketing, 39 (5/6), 496 – 513.
  • Bendisch, F., Larsen, G., & Trueman, M. (2013). Fame and fortune: a conceptual model of CEO brands, European Journal of Marketing, 47 (¾), 596-614.
  • Bilgili, B., Gullulu, U., Unal, S. & Godekmerdan, L. (2008). Sigorta Hizmetlerinde Tüketici Temelli Marka Değeri Yaratılması, Pazarlama ve Pazarlama Araştırmaları Dergisi, 19-53.
  • Centeno, D., and Wang, J.J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities, Journal of Business Research 74, 133–138.
  • Chen, P-C. (2013) Exploring Personal Branding on YouTube, Journal of Internet Commerce, 12(4), 332-347.
  • Close, A.G., Moulard, J.G. & Monroe, K.B. (2011). Establishing Human Brands: Determinants of Placement Success for First Faculty Positions in Marketing, Journal of the Academy of Marketing Science, 1-53.
  • Ercis, A., Yapraklı, S., Can, P. & Yılmaz, M. K. (2013). Kişisel Değerler ile Marka Değeri Arasındaki İlişkiler, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(2), 21-41.
  • Esen, M. & Esen, D. (2015). Öğretim Üyelerinin Performans Değerlendirme Sistemine Yönelik Tutumlarının Araştırılması, Yükseköğretim ve Bilim Dergisi, 5(1), 52-67.
  • Fournier, S. (2010). Taking Stock in Martha Stewart: A Cultural Critique of the Marketing Practice of Building Person-Brands, Advances in Consumer Research, 37, 37-40.
  • Franck, E. & Nüesch, S. (2008). Mechanisms of Superstar Formation in German Soccer: Empirical Evidence, European Sport Management Quarterly, 8(2), 145-164.
  • Franck, E. & Nüesch, S. (2012). Talent And/or Popularity: What Does It Take to Be A Superstar? Economic Inquiry, (ISSN 0095-2583) 50(1), 202–216
  • Gladden, J., Milne, G., & Sutton, W. (1998). A conceptual framework for assessing brand equity in Division I college athletics. Journal of Sport Management, 12, 1-19.
  • Gladden, J.M. & Funk, D.C. (2001). Understanding Brand Loyalty in Professional Sport: Examining the Link, Between Brand Associations and Brand Loyalty, International Journal of Sports Marketing and Sponsorship, 3(1), 54- 81.
  • Harris, L. & Rae, A. (2011). Building a Personal Brand Through Social Networking. Journal of Business Strategy, 32 (5), 14-21.
  • Hepekiz, I., & Gokaliler, E. (2018). Sosyal Medya Aracılığıyla Yaratılan Kişisel Markalar ve Benlik Sunumu, Erciyes İletişim Dergisi, 6(1), 761-782.
  • Hirschman, E. C. (1987). People as Products: Analysis of a Complex Marketing Exchang, Journal of Marketing, 51, 98-108.
  • Hofmann, J., Schnittka, O., Johnen, M. & Kottemann, P. (2019). Talent or popularity: What drives market value and brand image for human brands? Journal of Business Research, 1-11.
  • Husu, L. (2001). On metaphors on the position of women in academia and science, NORA- Nordic Journal of Feminist and Gender Research, 9(3), 172-181.
  • Jillapalli, R.K. & Jillapalli, R. (2014). Do Professors Have Customer Based Brand Equity? Journal of Marketing for Higher Education, 24(1), 22-40.
  • JillapalliR.K., & Wilcox, J.B. (2010). Professor Brand Advocacy: Do Brand Relationships Matter? Journal of Marketing Education, 1-13.
  • Jung, J., & Sung, E.Y. (2008). Customer-based brand equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12 (1), 24-35.
  • Kaya, I. (2014). Zincir/ Grup Otel İşletmelerinde Müşterilerin Marka Değerine Yönelik Tutumsal Farklılıklarının İncelenmesi: İstanbul İli Örneği, Ege Akademik Bakış, 14(4), 597-610.
  • Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57, 1-22.
  • Keller, K.L. & Lehmann, D.N. (2006). Brands and Branding: Research Findings and Future Priorities, Marketing Science, 25(6), 740-759.
  • Keller, K.L. (2001). Building Customer-Based Brand Equity, Marketing Management, 10(2), 14-19.
  • Keller, K.L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities, 6, 1–16.
  • Keller, L.K. & Aaker, D.A. (1992). The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research, 29(1), 35-50.
  • Kim, H-B. & Kim, W-G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants, Tourism Management, 549-560.
  • Kim, H-B., Kim, W, G. & Jeong A. An, (2003). The effect of consumer-based brand equity on firms’ financial performance", Journal of Consumer Marketing, 20(4), 335-351.
  • Kuhn, K-Al, L., Rank, A., & Pope, N.K. (2008). An application of Keller's brand equity model in a B2B context, Qualitative Market Research: An International Journal, 11(1), 40-58
  • Labrecque, L., I., Markos, E. & Milne, G.R. (2011). Online Personal Branding: Processes, Challenges, and Implications, Journal of Interactive Marketing 25, 37–50.
  • Lair, D.J., Sullivan, K. and Cheney, G. (2005). Marketization and the Recasting of The Professional Self, Management Communication Quarterly, 18(3), 307-343.
  • Lassar, W., Mittal, B. and Sharma, A. (1995). Measuring customer‐based brand equity, Journal of Consumer Marketing, 12(4), 11-19.
  • Lunardo, R., Gergaud, O. And Livat, F. (2015) Celebrities as human brands: an investigation of the effects of personality and time on celebrities’ appeal, Journal of Marketing Management, 31(5), 685-712.
  • Marangoz, M. (2007). Marka Değeri Algılamalarının Marka Yayılmaya Etkileri. Ege Akademik Bakış 7 (2), 459-483.
  • Mourad, M., Ennew, C. & Kortam, W. (2011). Brand equity in higher education, Marketing Intelligence & Planning, 29(4), 403-420.
  • Nessmann, K. (2010). Personal Branding and the Role of Public Relations. In Ralf Terlutter, Sandra Diehl, & Shintaro Okazaki (Eds.), Advances in advertising research,1, 377–395.
  • Nixon, J., Marks, A., Rowland, S. & Walker, M. (2001). Towards a New Academic Professionalism: a manifesto of hope, British Journal of Sociology of Education, 22(2), 227-244.
  • Ortas, I. (2004). Öğretim Üyesi ya da Bilim İnsanı Kimdir? https://docplayer.biz.tr/49271750-Ogretim-uyesi-ya-da-bilim-insani-kimdir-prof-dr-ibrahim-ortas.html.
  • Paksoy, H. M. & Guvenc, I. (2018). Akademisyenlerin Mesleğe Yönelik Algıları: Kilis 7 Aralık Üniversitesi ve Kahramanmaraş Sütçü İmam Üniversitesi’nde Bir Araştırma, Yönetim ve Ekonomi, 25 (1), 93-111.
  • Papatya, N., Papatya, G. & Hamsioglu, A. B. (2015). Sürdürülebilir Rekabet Yönetiminde Marka Değeri ve Marka Güveni: Süleyman Demirel Üniversitesinde Bir Uygulama, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20(3), 35-54
  • Pappu, R., Quester, P.G. & Cooksey, R.W. (2005). Consumer-based brand equity: improving the measurement – empirical evidence, Journal of Product & Brand Management,14(3), 143-54.
  • Park, C. S. & V. Srinivasan, V. (1994). A Survey-BaseMdet hod for Measuring and UnderstandiBnrangd Equity and Its Extendibility, Journal of Marketing Research, 31(2), 271-288.
  • Rosen, S. (1981). The Economics of Superstars, The American Economic Review, 71 (5), 845-858.
  • Ross, S. D., James, J.D., and Vargas, P. (2006). Development of a Scale to Measure Team Brand Associations in Professional Sport, Journal of Sport Management, 20, 260-279.
  • Shafaei, A., Nejati, M. & Maadad, N. (2019). Brand equity of academics: demystifying the process, Journal of Marketing for Higher Education, 1-13.
  • Shepherd, D. H. (2005) From cattle and coke to Charlie: meeting the challenge of self-marketing and personal branding, Journal of Marketing Management, 21 (5-6): 589-606. ISSN 1472-1376.
  • Spry, A., Pappu, R. & Cornwell, T.B. (2011). Celebrity endorsement, brand credibility and brand equity, European Journal of Marketing, 45(6), 882-909.
  • Stigler, G. J., & Becker, G.S. (1977). De Gustibus Non-Est Dusputandum, American Economic Review, 67, 76–90.
  • Tarnovskaya, V. (2017). Reinventing Personal Branding Building a Personal Brand through Content on YouTube, Journal of International Business Research and Marketing, 3(1), 29-35.
  • Tascı, H. & Bas, M. (2018). Marka, Marka Değeri ve Değerleme Yöntemleri: Interbrand ile Brand Finance Yöntemleri ve 2017 En Değerli Dünya Marka Sıralamalarının Karşılaştırmalı Analizi, Üçüncü Sektör Sosyal Ekonomi, 53 (3), 710-723.
  • The University Of North Carolina (2010). Retrieved from http://provost.uncc.edu/academic-budget-personnel/handbook
  • Thomson, M (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities, Journal of Marketing Vol. 70 (July 2006), 104–119.
  • Ulrich, D. & Smallwood, N. (2008). Aligning Firm, Leadership, And Personal Brand, Executive Forum: 24-32.
  • Yildiz, E. & Avci, I. (2019). Taraftar Temelli Marka Değerinin Marka Rezonansı Üzerine Etkisi: Trabzonspor Taraftarları Üzerinde Bir Araştırma, JETAS, 7(1), 12-32.
  • Yildiz, S. & Gizir, S. (2018). Öğretim Üyelerinin Üniversite, Akademisyenlik ve Bilimsel Araştırma Kavramlarına İlişkin Algılarının Metaforlar Aracılığıyla İncelenmesi, Hacettepe Üniversitesi Eğitim Fakültesi Dergisi (H. U. Journal of Education) 33(3),743-762.
  • Yoo, B., Donthu, N. & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of The Academy of Marketing Science, 195-211.

AKADEMİSYENLERİN MARKA DEĞERİNİ BELİRLEMEYE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI

Yıl 2020, , 53 - 68, 29.02.2020
https://doi.org/10.25204/iktisad.678892

Öz

Günümüz rekabet ortamında marka kavramının hayatın her alanında kendine yer bulmaya başlamasıyla birlikte insan markası öne çıkan çalışma alanlarından biri olmuştur. Öte yandan, toplum yapısında ortaya çıkan değişimlere paralel olarak, üniversitelerin ruhu ve temel insan unsuru olan akademisyenlerin markalaşması ve aynı zamanda marka değerinin belirlenmesi de bir zorunluluk haline gelmiştir. Genel olarak, akademisyenlerin bilgi birikimi, çalışma arkadaşları ve öğrencileri ile olan ilişkileri marka değerinin belirleyicileri olarak kabul edilir. Kavramsal olarak tasarlanan bu çalışmanın amacı akademisyenlerin marka değerinin belirlenmesine yönelik bir ölçek geliştirmektir. Bu amaç doğrultusunda öncelikle kapsamlı bir literatür çalışması yapılarak akademisyenlerin marka değerini belirlemeye yönelik bir model ortaya konulmuştur. Bu modele göre performans ve popülerlik gibi özelliklerin birleşimiyle güçlü bir akademisyen markası ortaya çıkmaktadır. Daha sonra ortaya konulan araştırma modeli çerçevesinde akademisyenlerin marka değerini belirlemeye yönelik bir ölçek geliştirilmiştir.

Kaynakça

  • Aaker, D.A. (1996). Measuring Brand Equity Across Products and Markets, Caufornia Management Review 38(3), 102-120.
  • Adler, M. (1985). Stardom and talent. American Economic Review, 75, 208–212.
  • Ailawadi, K.L., Lehmann, D.R. & Neslin, S.A. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 1–17.
  • Akbulut, R. & Paksoy, H.M. (2007). Marka Değerini Etkileyen Faktörler: Seçilmiş Bazı Küresel İşletmelerde Marka Değeri ile Finansal Göstergeler Arasındaki İlişki. İktisat İşletme ve Finans, 123-132.
  • Alsu, E. & Palta, G. (2017). Marka Değerinin Belirlenmesi ve Ölçülmesi Üzerine Finansal Bir Yaklaşım: Ampirik Bir Çalışma. Uluslararası Afro-Avrasya Araştırmaları Dergisi, E-ISSN2602-215X, 175-186.
  • Arai, A., Ko, J.Y. & Kaplanidou, K. (2013) Athlete Brand Image: Scale Development and Model Test. European Sport Management Quarterly, 13 (4), 383-403.
  • Aydin, G. & Ulengin, B. (2011). Tüketici Temelli Marka Değerinin Finansal Performans Üzerine Etkisi, Itüdergisi/Dmühendislik, 10 (2), 58-68.
  • Bauer, H. H., Sauer, N.E. & Schmitt, P. (2005). Customer Based Brand Equity in The Team Sport Industry. European Journal of Marketing, 39 (5/6), 496 – 513.
  • Bendisch, F., Larsen, G., & Trueman, M. (2013). Fame and fortune: a conceptual model of CEO brands, European Journal of Marketing, 47 (¾), 596-614.
  • Bilgili, B., Gullulu, U., Unal, S. & Godekmerdan, L. (2008). Sigorta Hizmetlerinde Tüketici Temelli Marka Değeri Yaratılması, Pazarlama ve Pazarlama Araştırmaları Dergisi, 19-53.
  • Centeno, D., and Wang, J.J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities, Journal of Business Research 74, 133–138.
  • Chen, P-C. (2013) Exploring Personal Branding on YouTube, Journal of Internet Commerce, 12(4), 332-347.
  • Close, A.G., Moulard, J.G. & Monroe, K.B. (2011). Establishing Human Brands: Determinants of Placement Success for First Faculty Positions in Marketing, Journal of the Academy of Marketing Science, 1-53.
  • Ercis, A., Yapraklı, S., Can, P. & Yılmaz, M. K. (2013). Kişisel Değerler ile Marka Değeri Arasındaki İlişkiler, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(2), 21-41.
  • Esen, M. & Esen, D. (2015). Öğretim Üyelerinin Performans Değerlendirme Sistemine Yönelik Tutumlarının Araştırılması, Yükseköğretim ve Bilim Dergisi, 5(1), 52-67.
  • Fournier, S. (2010). Taking Stock in Martha Stewart: A Cultural Critique of the Marketing Practice of Building Person-Brands, Advances in Consumer Research, 37, 37-40.
  • Franck, E. & Nüesch, S. (2008). Mechanisms of Superstar Formation in German Soccer: Empirical Evidence, European Sport Management Quarterly, 8(2), 145-164.
  • Franck, E. & Nüesch, S. (2012). Talent And/or Popularity: What Does It Take to Be A Superstar? Economic Inquiry, (ISSN 0095-2583) 50(1), 202–216
  • Gladden, J., Milne, G., & Sutton, W. (1998). A conceptual framework for assessing brand equity in Division I college athletics. Journal of Sport Management, 12, 1-19.
  • Gladden, J.M. & Funk, D.C. (2001). Understanding Brand Loyalty in Professional Sport: Examining the Link, Between Brand Associations and Brand Loyalty, International Journal of Sports Marketing and Sponsorship, 3(1), 54- 81.
  • Harris, L. & Rae, A. (2011). Building a Personal Brand Through Social Networking. Journal of Business Strategy, 32 (5), 14-21.
  • Hepekiz, I., & Gokaliler, E. (2018). Sosyal Medya Aracılığıyla Yaratılan Kişisel Markalar ve Benlik Sunumu, Erciyes İletişim Dergisi, 6(1), 761-782.
  • Hirschman, E. C. (1987). People as Products: Analysis of a Complex Marketing Exchang, Journal of Marketing, 51, 98-108.
  • Hofmann, J., Schnittka, O., Johnen, M. & Kottemann, P. (2019). Talent or popularity: What drives market value and brand image for human brands? Journal of Business Research, 1-11.
  • Husu, L. (2001). On metaphors on the position of women in academia and science, NORA- Nordic Journal of Feminist and Gender Research, 9(3), 172-181.
  • Jillapalli, R.K. & Jillapalli, R. (2014). Do Professors Have Customer Based Brand Equity? Journal of Marketing for Higher Education, 24(1), 22-40.
  • JillapalliR.K., & Wilcox, J.B. (2010). Professor Brand Advocacy: Do Brand Relationships Matter? Journal of Marketing Education, 1-13.
  • Jung, J., & Sung, E.Y. (2008). Customer-based brand equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12 (1), 24-35.
  • Kaya, I. (2014). Zincir/ Grup Otel İşletmelerinde Müşterilerin Marka Değerine Yönelik Tutumsal Farklılıklarının İncelenmesi: İstanbul İli Örneği, Ege Akademik Bakış, 14(4), 597-610.
  • Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57, 1-22.
  • Keller, K.L. & Lehmann, D.N. (2006). Brands and Branding: Research Findings and Future Priorities, Marketing Science, 25(6), 740-759.
  • Keller, K.L. (2001). Building Customer-Based Brand Equity, Marketing Management, 10(2), 14-19.
  • Keller, K.L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities, 6, 1–16.
  • Keller, L.K. & Aaker, D.A. (1992). The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research, 29(1), 35-50.
  • Kim, H-B. & Kim, W-G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants, Tourism Management, 549-560.
  • Kim, H-B., Kim, W, G. & Jeong A. An, (2003). The effect of consumer-based brand equity on firms’ financial performance", Journal of Consumer Marketing, 20(4), 335-351.
  • Kuhn, K-Al, L., Rank, A., & Pope, N.K. (2008). An application of Keller's brand equity model in a B2B context, Qualitative Market Research: An International Journal, 11(1), 40-58
  • Labrecque, L., I., Markos, E. & Milne, G.R. (2011). Online Personal Branding: Processes, Challenges, and Implications, Journal of Interactive Marketing 25, 37–50.
  • Lair, D.J., Sullivan, K. and Cheney, G. (2005). Marketization and the Recasting of The Professional Self, Management Communication Quarterly, 18(3), 307-343.
  • Lassar, W., Mittal, B. and Sharma, A. (1995). Measuring customer‐based brand equity, Journal of Consumer Marketing, 12(4), 11-19.
  • Lunardo, R., Gergaud, O. And Livat, F. (2015) Celebrities as human brands: an investigation of the effects of personality and time on celebrities’ appeal, Journal of Marketing Management, 31(5), 685-712.
  • Marangoz, M. (2007). Marka Değeri Algılamalarının Marka Yayılmaya Etkileri. Ege Akademik Bakış 7 (2), 459-483.
  • Mourad, M., Ennew, C. & Kortam, W. (2011). Brand equity in higher education, Marketing Intelligence & Planning, 29(4), 403-420.
  • Nessmann, K. (2010). Personal Branding and the Role of Public Relations. In Ralf Terlutter, Sandra Diehl, & Shintaro Okazaki (Eds.), Advances in advertising research,1, 377–395.
  • Nixon, J., Marks, A., Rowland, S. & Walker, M. (2001). Towards a New Academic Professionalism: a manifesto of hope, British Journal of Sociology of Education, 22(2), 227-244.
  • Ortas, I. (2004). Öğretim Üyesi ya da Bilim İnsanı Kimdir? https://docplayer.biz.tr/49271750-Ogretim-uyesi-ya-da-bilim-insani-kimdir-prof-dr-ibrahim-ortas.html.
  • Paksoy, H. M. & Guvenc, I. (2018). Akademisyenlerin Mesleğe Yönelik Algıları: Kilis 7 Aralık Üniversitesi ve Kahramanmaraş Sütçü İmam Üniversitesi’nde Bir Araştırma, Yönetim ve Ekonomi, 25 (1), 93-111.
  • Papatya, N., Papatya, G. & Hamsioglu, A. B. (2015). Sürdürülebilir Rekabet Yönetiminde Marka Değeri ve Marka Güveni: Süleyman Demirel Üniversitesinde Bir Uygulama, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20(3), 35-54
  • Pappu, R., Quester, P.G. & Cooksey, R.W. (2005). Consumer-based brand equity: improving the measurement – empirical evidence, Journal of Product & Brand Management,14(3), 143-54.
  • Park, C. S. & V. Srinivasan, V. (1994). A Survey-BaseMdet hod for Measuring and UnderstandiBnrangd Equity and Its Extendibility, Journal of Marketing Research, 31(2), 271-288.
  • Rosen, S. (1981). The Economics of Superstars, The American Economic Review, 71 (5), 845-858.
  • Ross, S. D., James, J.D., and Vargas, P. (2006). Development of a Scale to Measure Team Brand Associations in Professional Sport, Journal of Sport Management, 20, 260-279.
  • Shafaei, A., Nejati, M. & Maadad, N. (2019). Brand equity of academics: demystifying the process, Journal of Marketing for Higher Education, 1-13.
  • Shepherd, D. H. (2005) From cattle and coke to Charlie: meeting the challenge of self-marketing and personal branding, Journal of Marketing Management, 21 (5-6): 589-606. ISSN 1472-1376.
  • Spry, A., Pappu, R. & Cornwell, T.B. (2011). Celebrity endorsement, brand credibility and brand equity, European Journal of Marketing, 45(6), 882-909.
  • Stigler, G. J., & Becker, G.S. (1977). De Gustibus Non-Est Dusputandum, American Economic Review, 67, 76–90.
  • Tarnovskaya, V. (2017). Reinventing Personal Branding Building a Personal Brand through Content on YouTube, Journal of International Business Research and Marketing, 3(1), 29-35.
  • Tascı, H. & Bas, M. (2018). Marka, Marka Değeri ve Değerleme Yöntemleri: Interbrand ile Brand Finance Yöntemleri ve 2017 En Değerli Dünya Marka Sıralamalarının Karşılaştırmalı Analizi, Üçüncü Sektör Sosyal Ekonomi, 53 (3), 710-723.
  • The University Of North Carolina (2010). Retrieved from http://provost.uncc.edu/academic-budget-personnel/handbook
  • Thomson, M (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities, Journal of Marketing Vol. 70 (July 2006), 104–119.
  • Ulrich, D. & Smallwood, N. (2008). Aligning Firm, Leadership, And Personal Brand, Executive Forum: 24-32.
  • Yildiz, E. & Avci, I. (2019). Taraftar Temelli Marka Değerinin Marka Rezonansı Üzerine Etkisi: Trabzonspor Taraftarları Üzerinde Bir Araştırma, JETAS, 7(1), 12-32.
  • Yildiz, S. & Gizir, S. (2018). Öğretim Üyelerinin Üniversite, Akademisyenlik ve Bilimsel Araştırma Kavramlarına İlişkin Algılarının Metaforlar Aracılığıyla İncelenmesi, Hacettepe Üniversitesi Eğitim Fakültesi Dergisi (H. U. Journal of Education) 33(3),743-762.
  • Yoo, B., Donthu, N. & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of The Academy of Marketing Science, 195-211.
Toplam 64 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

H. Mustafa Paksoy 0000-0001-7975-1795

B. Dilek Özbezek 0000-0001-7176-1534

Meryem Gül 0000-0001-9810-7073

Yayımlanma Tarihi 29 Şubat 2020
Gönderilme Tarihi 22 Ocak 2020
Yayımlandığı Sayı Yıl 2020

Kaynak Göster

APA Paksoy, H. M., Özbezek, B. D., & Gül, M. (2020). SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, 5(11), 53-68. https://doi.org/10.25204/iktisad.678892
AMA Paksoy HM, Özbezek BD, Gül M. SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS. İKTİSAD. Şubat 2020;5(11):53-68. doi:10.25204/iktisad.678892
Chicago Paksoy, H. Mustafa, B. Dilek Özbezek, ve Meryem Gül. “SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi 5, sy. 11 (Şubat 2020): 53-68. https://doi.org/10.25204/iktisad.678892.
EndNote Paksoy HM, Özbezek BD, Gül M (01 Şubat 2020) SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS. İktisadi İdari ve Siyasal Araştırmalar Dergisi 5 11 53–68.
IEEE H. M. Paksoy, B. D. Özbezek, ve M. Gül, “SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS”, İKTİSAD, c. 5, sy. 11, ss. 53–68, 2020, doi: 10.25204/iktisad.678892.
ISNAD Paksoy, H. Mustafa vd. “SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS”. İktisadi İdari ve Siyasal Araştırmalar Dergisi 5/11 (Şubat 2020), 53-68. https://doi.org/10.25204/iktisad.678892.
JAMA Paksoy HM, Özbezek BD, Gül M. SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS. İKTİSAD. 2020;5:53–68.
MLA Paksoy, H. Mustafa vd. “SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, c. 5, sy. 11, 2020, ss. 53-68, doi:10.25204/iktisad.678892.
Vancouver Paksoy HM, Özbezek BD, Gül M. SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS. İKTİSAD. 2020;5(11):53-68.


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