IDENTIFYING THE CORE DIMENSIONS OF BRAND AUTHENTICITY: A SYSTEMATIC LITERATURE REVIEW

Öz

This study aims to examine both conceptual studies on the definition of brand authenticity and empirical research focused on scale development. Accordingly, the study seeks to identify the key dimensions of brand authenticity and provide an in-depth explanation of these dimensions. A systematic literature review method was employed in the study. In this study, a literature search was conducted in the Scopus, Web of Science, and Google Scholar databases to access relevant literature. As a result of the search, a total of 40 academic studies published between 2003 and 2024 were examined. The research findings indicate that both conceptual and empirical studies on brand authenticity address various dimensions of the concept. In this context, the literature's most frequently emphasized core dimensions include originality, heritage, credibility, sincerity, integrity, consistency, quality commitment, continuity, naturalness, and genuineness. This study provides significant contributions to both academic literature and practical applications. At the conceptual level, identifying the key dimensions of brand authenticity contributes to theoretical discussions. It serves as a guide for future empirical research and scale development studies across different sectors and consumer groups. From a managerial perspective, the study offers valuable insights for brand managers by highlighting the key elements they should focus on to enhance perceptions of authenticity.

Anahtar Kelimeler

• Brand Authenticity
• Authenticity Dimensions
• Originality
• Heritage
• Reliability
• Systematic Literature Review

MARKA ÖZGÜNLÜĞÜNÜN TEMEL BOYUTLARININ BELİRLENMESİ: SİSTEMATİK BİR LİTERATÜR TARAMASI

Öz

Bu çalışma, marka özgünlüğünün tanımlanmasına dair kavramsal düzeydeki çalışmaların yanı sıra, ampirik araştırmalar doğrultusunda gerçekleştirilen ölçek geliştirme çalışmalarını incelemek amacıyla yapılmıştır. Bu doğrultuda, marka özgünlüğünün temel boyutlarının belirlenmesi ve bu boyutların açıklanması hedeflenmiştir. Bu çalışmada, sistematik literatür taraması yöntemi kullanılmıştır. Çalışmada, ilgili literatüre ulaşmak amacıyla Scopus, Web of Science ve Google Akademik veri tabanlarında tarama gerçekleştirilmiştir. Tarama sonucunda, 2003–2024 yılları arasında yayımlanmış toplam 40 bilimsel çalışma incelenmiştir. Araştırma bulguları, marka özgünlüğüne ilişkin hem kavramsal hem de ampirik çalışmaların farklı boyutları ele aldığını ortaya koymaktadır. Bu bağlamda, literatürde en sık vurgulanan temel boyutların orijinallik, miras, güvenilirlik, samimiyet, bütünlük, tutarlılık, kaliteye bağlılık, süreklilik, doğallık ve gerçeklik olduğu belirlenmiştir. Çalışma, hem akademik literatüre hem de uygulamaya yönelik katkılar sunmaktadır. Kavramsal düzeyde, marka özgünlüğünün temel boyutlarının belirlenmesi, ilgili teorik tartışmalara katkı sağlarken, farklı sektörler ve tüketici grupları bağlamında gelecekteki ampirik araştırmalara ve ölçek geliştirme çalışmalarına rehberlik edebilecek niteliktedir. Yönetimsel açıdan ise bu çalışma, marka yöneticilerine özgünlük algısını güçlendirmek adına odaklanmaları gereken temel unsurları belirleme konusunda yol göstermektedir.

Anahtar Kelimeler

• Marka Özgünlüğü
• Özgünlük Boyutları
• Orijinallik
• Miras
• Güvenilirlik
• Sistematik Literatür Taraması

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