DİRİLİŞ SÖYLEMİ VE YENİDEN MARKALAMA STRATEJİLERİ: TOLSTOY’UN AHLAKİ DÖNÜŞÜMÜ VE KURUMSAL KİMLİĞİN YENİDEN İNŞASI

Nebi Seren

Araştırma Makalesi

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703400304
Alasmari, F. (2025). Rhetorical perspective and image restoration: A comparative analysis of Wells Fargo’s and Volkswagen’s responses. Open Journal of Business and Management, 13(3), 1974-1996.
Alasmari, H. (2025). Corporate redemption rhetoric: A comparative analysis of Wells Fargo and Volkswagen’s crisis responses. Journal of Business Ethics and Communication, 14(2), 102-127.
Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. Albany, NY: SUNY Press.
Benoit, W. L. (2015). Accounts, excuses, and apologies: Image repair theory and research (2nd ed.). Albany, NY: State University of New York Press.
Berman, S. (2018). Internal branding and stakeholder alignment in global enterprises. International Journal of Brand Strategy, 12(1), 55-72.
Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003-1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Beverland, M. (2009). Building brand authenticity: 7 habits of iconic brands. New York, NY: Palgrave Macmillan. https://doi.org/10.1057/9780230250802
Brown, C. (2020). Narrative length and moral complexity: Comparing novels and press releases. Discourse & Society, 31(4), 392-410.
Coombs, W. T. (2007). Ongoing crisis communication: Planning, managing, and responding (2nd ed.). Thousand Oaks, CA: Sage Publications.
D’Orazio, D. (2015, November 15). Volkswagen apologizes for emissions scandal with full-page ad in dozens of papers. The Verge. Retrieved July 30, 2025, from https://www.theverge.com
D’Orazio, V., & Yonamine, J. E. (2015). Kickoff to conflict: A sequence analysis of intrastate conflict preceding event structures. PLoS ONE, 10(5), e0122472. https://doi.org/10.1371/journal.pone.0122472 Dzikiy, J. (2019). Volkswagen reklam kampanyasında tüketici algılarını ölçme. Advertising Studies Quarterly, 7(3), 42-59.
Electric Mitten. (2019a). Brand virality and crisis in social media campaigns. Journal of Digital Reputation, 5(2), 45-63.
Electric Mitten. (2019b, June 10). Volkswagen "Drive Bigger" campaign. Retrieved July 30, 2025, from https://www.electricmitten.org/drivebigger
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Fairclough, N. (1992). Discourse and social change. Cambridge: Polity Press.
Fairclough, N. (1995). Critical discourse analysis: The critical study of language. London: Longman.
Frank, T. (2004). The conquest of cool: Business culture, counterculture, and the rise of hip consumerism. Chicago, IL: University of Chicago Press.
Friedman, Z. (2018). Wells Fargo fires 5,300 employees for creating fake accounts. Forbes. Retrieved July 30, 2025, from https://www.forbes.com
Greenfield, R. (2020). The crisis of corporate trust: Why brands fail in the age of transparency. Boston, MA: Harvard Business Review Press.
Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review, 79(2), 128-134.
Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7-8), 1041-1064.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity. San Francisco, CA: Jossey-Bass.
Heath, R. L. (2004). Crisis communication: Defining the field and its practices. Mahwah, NJ: Lawrence Erlbaum Associates.
Keogh, S. (2019). Volkswagen "Drive Bigger" campaign speech. VW Press Room. Retrieved July 30, 2025, from https://media.vw.com
Klein, N. (2000). No logo: Taking aim at the brand bullies. New York, NY: Picador.
MacIntyre, A. (1981). After virtue: A study in moral theory. Notre Dame, IN: University of Notre Dame Press.
Mintz, A. (2024). Ethical capital in modern boardrooms: Theory and practice. Journal of Business Ethics, 160(1), 123-140.
Mintz, S. (2008). Moral wisdom: Lessons and texts from the Catholic tradition. Lanham, MD: Rowman & Littlefield.
Muller, J. (2015, September 22). Volkswagen CEO apologizes (again): "We will get to the bottom of this." Forbes. Retrieved July 30, 2025, from https://www.forbes.com
Muller, T. (2015). CEO declarations and corporate narrative during crises. Corporate Communications Journal, 20(4), 310-325.
Ncontracts. (2018). Wells Fargo scandals: Re-established 2018. Ncontracts Blog. Retrieved July 30, 2025, from https://www.ncontracts.com/blog
O’Donnell, J. (2019). Can Wells Fargo fix its tarnished brand? USA Today. Retrieved July 30, 2025, from https://www.usatoday.com
Peltz, J. F. (2018, May 9). Wells Fargo launches ad campaign to leave accounts scandal behind. Los Angeles Times.
Peltz, N. (2018). Activist restructuring at Procter & Gamble: Proxy fight outcomes and corporate governance shifts. Trian Partners.
Ricoeur, P. (1988). Time and narrative (Vol. 3). Chicago, IL: University of Chicago Press.
Ricoeur, P. (1992). Oneself as another (K. Blamey, Trans.). Chicago, IL: University of Chicago Press.
Romero, D. (2019). Wells Fargo’s rebranding campaign faces skepticism. Los Angeles Times.
Schultz, M., & Hatch, M. J. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. San Francisco, CA: Jossey-Bass.
Seeger, M. W., & Padgett, D. K. (2010). Crisis communication scholarly contributions: Toward a resilient organizational model. Public Relations Review, 36(3), 214-221.
Smith, J. (2019). Rebranding after scandal: A case study of Wells Fargo’s image recovery. Journal of Corporate Communication, 14(3), 203-217.
Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of Management Review, 20(3), 571-610. https://doi.org/10.5465/amr.1995.9508080331
Tolstoy, L. (1995). Resurrection (L. Maude, Trans.). London: Penguin Classics. (Original work published 1899)
Tolstoy, L. (1899b). Resurrection [Original Russian edition]. Moscow: Posrednik.
Tolstoy, L. (1899c). Resurrection [Annotated critical edition]. Cambridge, England: Cambridge University Press.
van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society, 4(2), 249-283. https://doi.org/10.1177/0957926593004002006
Volkswagen AG. (2015a). Diesel emissions apology letter to customers. Retrieved July 30, 2025, from https://media.vw.com
Volkswagen AG. (2015b). We are working to make things right [Full-page ad]. Retrieved July 30, 2025, from https://media.vw.com
Volkswagen AG. (2015c). Statement on emissions scandal. Retrieved July 30, 2025, from https://www.volkswagenag.com
Volkswagen AG. (2016a). Goodwill package and emissions update. Retrieved July 30, 2025, from https://media.vw.com
Volkswagen AG. (2016b). Strategy 2025: Electrification roadmap. Retrieved July 30, 2025, from https://www.volkswagenag.com
Volkswagen AG. (2019a). Drive Bigger campaign overview. Retrieved July 30, 2025, from https://www.vw.com
Volkswagen AG. (2019b). Drive Bigger: Sound of Silence campaign. VW Group YouTube Channel. Retrieved July 30, 2025, from VW Group YouTube Channel
Volkswagen AG. (2019c). Sustainability progress report. Retrieved July 30, 2025, from https://www.volkswagenag.com
VW Group Newsroom. (2019). Sustainability roadmap to 2050. Retrieved July 30, 2025, from https://www.volkswagenag.com
Wartzman, R. (2019). The Wells Fargo scandal: Why good companies go bad. Claremont, CA: The Drucker Institute.
Wells Fargo. (2018a). Re-Established campaign materials. Retrieved July 30, 2025, from https://stories.wf.com
Wells Fargo. (2018b). CEO public statement on rebuilding trust. Retrieved July 30, 2025, from https://www.wellsfargo.com
Wells Fargo. (2018c). Print campaign: "Established 1852. Re-established 2018." Retrieved July 30, 2025, from https://advertising.wellsfargo.com
Wikipedia contributors. (n.d.-a). Resurrection (Tolstoy novel). In Wikipedia. Retrieved August 5, 2025, from https://en.wikipedia.org/wiki/Resurrection_(Tolstoy_novel)
Wikipedia contributors. (n.d.-b). Wells Fargo cross-selling scandal. In Wikipedia. Retrieved July 30, 2025, from https://en.wikipedia.org/wiki/Wells_Fargo_cross-selling_scandal
Wodak, R. (1996). Disorders of discourse. London: Longman.
Wodak, R. (2009). The discourse of politics in action: Politics as usual. London: Palgrave Macmillan.
Zhao, L., Smith, J., & Lee, K. (2021). Moral capital and corporate social responsibility: Empirical evidence. Journal of Business Ethics, 170(2), 321-338.

THE DISCOURSE OF RESURRECTION AND REBRANDING STRATEGIES: TOLSTOY'S MORAL TRANSFORMATION AND THE RECONSTRUCTION OF INSTITUTIONAL IDENTITY

Yıl 2025, Cilt: 5 Sayı: Ölümünün 115. Yılında L.N. Tolstoy: Sınırları Aşan Bir Yazarın Evrensel Mirası, 54 - 98, 31.10.2025

Nebi Seren

Öz

This study examines Leo Tolstoy’s Resurrection (1899) alongside modern corporate rebranding campaigns following ethical scandals, focusing on Volkswagen and Wells Fargo. The aim is to explore the similarities and differences between individual narratives of moral transformation and corporate strategies of identity renewal. Qualitative discourse analysis and word frequency analysis were employed to code key themes such as confession, atonement, and identity change in literary and corporate texts. Rhetorical devices were also analyzed, including pronoun usage, modality, and narrative perspective. The findings reveal that both contexts construct redemption narratives: Tolstoy’s novel emphasizes personal and spiritual transformation, whereas corporate discourse highlights trust, responsibility, and accountability. However, corporate narratives often lose credibility when not substantiated by concrete actions. By bridging literary analysis with business communication, the study highlights the value of narrative approaches in crisis communication and demonstrates the methodological potential of comparing literary texts with corporate documents. In doing so, it offers original contributions to academic scholarship and managerial practice.

Anahtar Kelimeler

Corporate Identity , Rebranding , Discourse Analysis , Moral Transformation , Resurrection

Kaynakça

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703400304
Alasmari, F. (2025). Rhetorical perspective and image restoration: A comparative analysis of Wells Fargo’s and Volkswagen’s responses. Open Journal of Business and Management, 13(3), 1974-1996.
Alasmari, H. (2025). Corporate redemption rhetoric: A comparative analysis of Wells Fargo and Volkswagen’s crisis responses. Journal of Business Ethics and Communication, 14(2), 102-127.
Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. Albany, NY: SUNY Press.
Benoit, W. L. (2015). Accounts, excuses, and apologies: Image repair theory and research (2nd ed.). Albany, NY: State University of New York Press.
Berman, S. (2018). Internal branding and stakeholder alignment in global enterprises. International Journal of Brand Strategy, 12(1), 55-72.
Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003-1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Beverland, M. (2009). Building brand authenticity: 7 habits of iconic brands. New York, NY: Palgrave Macmillan. https://doi.org/10.1057/9780230250802
Brown, C. (2020). Narrative length and moral complexity: Comparing novels and press releases. Discourse & Society, 31(4), 392-410.
Coombs, W. T. (2007). Ongoing crisis communication: Planning, managing, and responding (2nd ed.). Thousand Oaks, CA: Sage Publications.
D’Orazio, D. (2015, November 15). Volkswagen apologizes for emissions scandal with full-page ad in dozens of papers. The Verge. Retrieved July 30, 2025, from https://www.theverge.com
D’Orazio, V., & Yonamine, J. E. (2015). Kickoff to conflict: A sequence analysis of intrastate conflict preceding event structures. PLoS ONE, 10(5), e0122472. https://doi.org/10.1371/journal.pone.0122472 Dzikiy, J. (2019). Volkswagen reklam kampanyasında tüketici algılarını ölçme. Advertising Studies Quarterly, 7(3), 42-59.
Electric Mitten. (2019a). Brand virality and crisis in social media campaigns. Journal of Digital Reputation, 5(2), 45-63.
Electric Mitten. (2019b, June 10). Volkswagen "Drive Bigger" campaign. Retrieved July 30, 2025, from https://www.electricmitten.org/drivebigger
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Fairclough, N. (1992). Discourse and social change. Cambridge: Polity Press.
Fairclough, N. (1995). Critical discourse analysis: The critical study of language. London: Longman.
Frank, T. (2004). The conquest of cool: Business culture, counterculture, and the rise of hip consumerism. Chicago, IL: University of Chicago Press.
Friedman, Z. (2018). Wells Fargo fires 5,300 employees for creating fake accounts. Forbes. Retrieved July 30, 2025, from https://www.forbes.com
Greenfield, R. (2020). The crisis of corporate trust: Why brands fail in the age of transparency. Boston, MA: Harvard Business Review Press.
Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review, 79(2), 128-134.
Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7-8), 1041-1064.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity. San Francisco, CA: Jossey-Bass.
Heath, R. L. (2004). Crisis communication: Defining the field and its practices. Mahwah, NJ: Lawrence Erlbaum Associates.
Keogh, S. (2019). Volkswagen "Drive Bigger" campaign speech. VW Press Room. Retrieved July 30, 2025, from https://media.vw.com
Klein, N. (2000). No logo: Taking aim at the brand bullies. New York, NY: Picador.
MacIntyre, A. (1981). After virtue: A study in moral theory. Notre Dame, IN: University of Notre Dame Press.
Mintz, A. (2024). Ethical capital in modern boardrooms: Theory and practice. Journal of Business Ethics, 160(1), 123-140.
Mintz, S. (2008). Moral wisdom: Lessons and texts from the Catholic tradition. Lanham, MD: Rowman & Littlefield.
Muller, J. (2015, September 22). Volkswagen CEO apologizes (again): "We will get to the bottom of this." Forbes. Retrieved July 30, 2025, from https://www.forbes.com
Muller, T. (2015). CEO declarations and corporate narrative during crises. Corporate Communications Journal, 20(4), 310-325.
Ncontracts. (2018). Wells Fargo scandals: Re-established 2018. Ncontracts Blog. Retrieved July 30, 2025, from https://www.ncontracts.com/blog
O’Donnell, J. (2019). Can Wells Fargo fix its tarnished brand? USA Today. Retrieved July 30, 2025, from https://www.usatoday.com
Peltz, J. F. (2018, May 9). Wells Fargo launches ad campaign to leave accounts scandal behind. Los Angeles Times.
Peltz, N. (2018). Activist restructuring at Procter & Gamble: Proxy fight outcomes and corporate governance shifts. Trian Partners.
Ricoeur, P. (1988). Time and narrative (Vol. 3). Chicago, IL: University of Chicago Press.
Ricoeur, P. (1992). Oneself as another (K. Blamey, Trans.). Chicago, IL: University of Chicago Press.
Romero, D. (2019). Wells Fargo’s rebranding campaign faces skepticism. Los Angeles Times.
Schultz, M., & Hatch, M. J. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. San Francisco, CA: Jossey-Bass.
Seeger, M. W., & Padgett, D. K. (2010). Crisis communication scholarly contributions: Toward a resilient organizational model. Public Relations Review, 36(3), 214-221.
Smith, J. (2019). Rebranding after scandal: A case study of Wells Fargo’s image recovery. Journal of Corporate Communication, 14(3), 203-217.
Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of Management Review, 20(3), 571-610. https://doi.org/10.5465/amr.1995.9508080331
Tolstoy, L. (1995). Resurrection (L. Maude, Trans.). London: Penguin Classics. (Original work published 1899)
Tolstoy, L. (1899b). Resurrection [Original Russian edition]. Moscow: Posrednik.
Tolstoy, L. (1899c). Resurrection [Annotated critical edition]. Cambridge, England: Cambridge University Press.
van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society, 4(2), 249-283. https://doi.org/10.1177/0957926593004002006
Volkswagen AG. (2015a). Diesel emissions apology letter to customers. Retrieved July 30, 2025, from https://media.vw.com
Volkswagen AG. (2015b). We are working to make things right [Full-page ad]. Retrieved July 30, 2025, from https://media.vw.com
Volkswagen AG. (2015c). Statement on emissions scandal. Retrieved July 30, 2025, from https://www.volkswagenag.com
Volkswagen AG. (2016a). Goodwill package and emissions update. Retrieved July 30, 2025, from https://media.vw.com
Volkswagen AG. (2016b). Strategy 2025: Electrification roadmap. Retrieved July 30, 2025, from https://www.volkswagenag.com
Volkswagen AG. (2019a). Drive Bigger campaign overview. Retrieved July 30, 2025, from https://www.vw.com
Volkswagen AG. (2019b). Drive Bigger: Sound of Silence campaign. VW Group YouTube Channel. Retrieved July 30, 2025, from VW Group YouTube Channel
Volkswagen AG. (2019c). Sustainability progress report. Retrieved July 30, 2025, from https://www.volkswagenag.com
VW Group Newsroom. (2019). Sustainability roadmap to 2050. Retrieved July 30, 2025, from https://www.volkswagenag.com
Wartzman, R. (2019). The Wells Fargo scandal: Why good companies go bad. Claremont, CA: The Drucker Institute.
Wells Fargo. (2018a). Re-Established campaign materials. Retrieved July 30, 2025, from https://stories.wf.com
Wells Fargo. (2018b). CEO public statement on rebuilding trust. Retrieved July 30, 2025, from https://www.wellsfargo.com
Wells Fargo. (2018c). Print campaign: "Established 1852. Re-established 2018." Retrieved July 30, 2025, from https://advertising.wellsfargo.com
Wikipedia contributors. (n.d.-a). Resurrection (Tolstoy novel). In Wikipedia. Retrieved August 5, 2025, from https://en.wikipedia.org/wiki/Resurrection_(Tolstoy_novel)
Wikipedia contributors. (n.d.-b). Wells Fargo cross-selling scandal. In Wikipedia. Retrieved July 30, 2025, from https://en.wikipedia.org/wiki/Wells_Fargo_cross-selling_scandal
Wodak, R. (1996). Disorders of discourse. London: Longman.
Wodak, R. (2009). The discourse of politics in action: Politics as usual. London: Palgrave Macmillan.
Zhao, L., Smith, J., & Lee, K. (2021). Moral capital and corporate social responsibility: Empirical evidence. Journal of Business Ethics, 170(2), 321-338.

DİRİLİŞ SÖYLEMİ VE YENİDEN MARKALAMA STRATEJİLERİ: TOLSTOY’UN AHLAKİ DÖNÜŞÜMÜ VE KURUMSAL KİMLİĞİN YENİDEN İNŞASI

Yıl 2025, Cilt: 5 Sayı: Ölümünün 115. Yılında L.N. Tolstoy: Sınırları Aşan Bir Yazarın Evrensel Mirası, 54 - 98, 31.10.2025

Nebi Seren

Öz

Bu çalışma, Lev Tolstoy’un Diriliş (1899) romanı ile Volkswagen ve Wells Fargo gibi modern şirketlerin etik skandallar sonrası yürüttükleri yeniden markalama kampanyalarını karşılaştırmalı söylem analiziyle incelemektedir. Araştırmanın amacı, bireysel ahlaki dönüşüm anlatıları ile kurumsal kimlik yenileme stratejilerinin nasıl benzerlikler ve farklılıklar gösterdiğini ortaya koymaktır. Çalışmada nitel söylem analizi ve sözcük sıklığı analizi birlikte kullanılarak hem edebi hem de kurumsal metinlerde itiraf, kefaret ve kimlik dönüşümü temaları kodlanmıştır. Ayrıca zamir kullanımı, kiplik ve anlatı bakış açısı gibi retorik araçlar analiz edilmiştir. Bulgular, iki alanda da kefaret anlatısının yapılandırıldığını göstermektedir: Tolstoy’un romanında bu süreç kişisel ve manevi bir dönüşümle açıklanırken, kurumsal söylemler güven, sorumluluk ve hesap verebilirlik odaklıdır. Bununla birlikte, kurumsal anlatıların ikna gücünün eylemlerle desteklenmediği durumlarda zayıfladığı görülmüştür. Çalışma, edebiyat ve iş dünyasını bir araya getirerek kriz iletişiminde anlatı yaklaşımının önemini vurgulamakta, yöntemsel olarak edebî metinler ile kurumsal belgelerin karşılaştırmalı analizinin değerini ortaya koymaktadır. Bu yönüyle hem akademik literatüre hem de pratik uygulamalara özgün katkılar sunmaktadır.

Anahtar Kelimeler

kurumsal kimlik , yeniden markalama , söylem analizi , Ahlaki dönüşüm , diriliş

Etik Beyan

Çalışmada etik kurul iznine gerek bulunmamaktadır.

Destekleyen Kurum

Yoktur

Teşekkür

Kaynakça

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703400304
Alasmari, F. (2025). Rhetorical perspective and image restoration: A comparative analysis of Wells Fargo’s and Volkswagen’s responses. Open Journal of Business and Management, 13(3), 1974-1996.
Alasmari, H. (2025). Corporate redemption rhetoric: A comparative analysis of Wells Fargo and Volkswagen’s crisis responses. Journal of Business Ethics and Communication, 14(2), 102-127.
Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. Albany, NY: SUNY Press.
Benoit, W. L. (2015). Accounts, excuses, and apologies: Image repair theory and research (2nd ed.). Albany, NY: State University of New York Press.
Berman, S. (2018). Internal branding and stakeholder alignment in global enterprises. International Journal of Brand Strategy, 12(1), 55-72.
Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003-1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Beverland, M. (2009). Building brand authenticity: 7 habits of iconic brands. New York, NY: Palgrave Macmillan. https://doi.org/10.1057/9780230250802
Brown, C. (2020). Narrative length and moral complexity: Comparing novels and press releases. Discourse & Society, 31(4), 392-410.
Coombs, W. T. (2007). Ongoing crisis communication: Planning, managing, and responding (2nd ed.). Thousand Oaks, CA: Sage Publications.
D’Orazio, D. (2015, November 15). Volkswagen apologizes for emissions scandal with full-page ad in dozens of papers. The Verge. Retrieved July 30, 2025, from https://www.theverge.com
D’Orazio, V., & Yonamine, J. E. (2015). Kickoff to conflict: A sequence analysis of intrastate conflict preceding event structures. PLoS ONE, 10(5), e0122472. https://doi.org/10.1371/journal.pone.0122472 Dzikiy, J. (2019). Volkswagen reklam kampanyasında tüketici algılarını ölçme. Advertising Studies Quarterly, 7(3), 42-59.
Electric Mitten. (2019a). Brand virality and crisis in social media campaigns. Journal of Digital Reputation, 5(2), 45-63.
Electric Mitten. (2019b, June 10). Volkswagen "Drive Bigger" campaign. Retrieved July 30, 2025, from https://www.electricmitten.org/drivebigger
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Fairclough, N. (1992). Discourse and social change. Cambridge: Polity Press.
Fairclough, N. (1995). Critical discourse analysis: The critical study of language. London: Longman.
Frank, T. (2004). The conquest of cool: Business culture, counterculture, and the rise of hip consumerism. Chicago, IL: University of Chicago Press.
Friedman, Z. (2018). Wells Fargo fires 5,300 employees for creating fake accounts. Forbes. Retrieved July 30, 2025, from https://www.forbes.com
Greenfield, R. (2020). The crisis of corporate trust: Why brands fail in the age of transparency. Boston, MA: Harvard Business Review Press.
Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review, 79(2), 128-134.
Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7-8), 1041-1064.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity. San Francisco, CA: Jossey-Bass.
Heath, R. L. (2004). Crisis communication: Defining the field and its practices. Mahwah, NJ: Lawrence Erlbaum Associates.
Keogh, S. (2019). Volkswagen "Drive Bigger" campaign speech. VW Press Room. Retrieved July 30, 2025, from https://media.vw.com
Klein, N. (2000). No logo: Taking aim at the brand bullies. New York, NY: Picador.
MacIntyre, A. (1981). After virtue: A study in moral theory. Notre Dame, IN: University of Notre Dame Press.
Mintz, A. (2024). Ethical capital in modern boardrooms: Theory and practice. Journal of Business Ethics, 160(1), 123-140.
Mintz, S. (2008). Moral wisdom: Lessons and texts from the Catholic tradition. Lanham, MD: Rowman & Littlefield.
Muller, J. (2015, September 22). Volkswagen CEO apologizes (again): "We will get to the bottom of this." Forbes. Retrieved July 30, 2025, from https://www.forbes.com
Muller, T. (2015). CEO declarations and corporate narrative during crises. Corporate Communications Journal, 20(4), 310-325.
Ncontracts. (2018). Wells Fargo scandals: Re-established 2018. Ncontracts Blog. Retrieved July 30, 2025, from https://www.ncontracts.com/blog
O’Donnell, J. (2019). Can Wells Fargo fix its tarnished brand? USA Today. Retrieved July 30, 2025, from https://www.usatoday.com
Peltz, J. F. (2018, May 9). Wells Fargo launches ad campaign to leave accounts scandal behind. Los Angeles Times.
Peltz, N. (2018). Activist restructuring at Procter & Gamble: Proxy fight outcomes and corporate governance shifts. Trian Partners.
Ricoeur, P. (1988). Time and narrative (Vol. 3). Chicago, IL: University of Chicago Press.
Ricoeur, P. (1992). Oneself as another (K. Blamey, Trans.). Chicago, IL: University of Chicago Press.
Romero, D. (2019). Wells Fargo’s rebranding campaign faces skepticism. Los Angeles Times.
Schultz, M., & Hatch, M. J. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. San Francisco, CA: Jossey-Bass.
Seeger, M. W., & Padgett, D. K. (2010). Crisis communication scholarly contributions: Toward a resilient organizational model. Public Relations Review, 36(3), 214-221.
Smith, J. (2019). Rebranding after scandal: A case study of Wells Fargo’s image recovery. Journal of Corporate Communication, 14(3), 203-217.
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Toplam 64 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	Türkçe
Konular	Dünya Dilleri, Edebiyatı ve Kültürü (Diğer), Edebi Çalışmalar (Diğer)
Bölüm	Araştırma Makaleleri
Yazarlar	Nebi Seren 0000-0003-4080-4823
Yayımlanma Tarihi	31 Ekim 2025
Gönderilme Tarihi	6 Ağustos 2025
Kabul Tarihi	19 Eylül 2025
Yayımlandığı Sayı	Yıl 2025 Cilt: 5 Sayı: Ölümünün 115. Yılında L.N. Tolstoy: Sınırları Aşan Bir Yazarın Evrensel Mirası

Kaynak Göster

APA	Seren, N. (2025). DİRİLİŞ SÖYLEMİ VE YENİDEN MARKALAMA STRATEJİLERİ: TOLSTOY’UN AHLAKİ DÖNÜŞÜMÜ VE KURUMSAL KİMLİĞİN YENİDEN İNŞASI. World Language Studies, 5(Ölümünün 115. Yılında L.N. Tolstoy: Sınırları Aşan Bir Yazarın Evrensel Mirası), 54-98.

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Makale Dosyaları

Tam Metin

World Language Studies