Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması

Emine Seldüz; Murat Akın

doi:10.52791/aksarayiibd.1696845

EN TR

Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması

Öz

Bu çalışmada marka nefretinin markadan kaçınma bağlamında kuramsal ve kavramsal temelde ele alınarak mevcut bazı araştırmaların değerlendirilmesi; varsa boşlukların ortaya konulması ve gelecek araştırmalara yönelik öneriler geliştirilmesi amaçlanmaktadır. Olumsuz geçmiş deneyimler, sembolik uyuşmazlık ve ideolojik uyumsuzluk marka nefretine yol açan faktörler ve markadan kaçınma, olumsuz ağızdan ağıza iletişim ve marka misillemesi de sonuçları olarak kabul görmektedir. Literatürün gelişmekte olan doğası göz önüne alındığında, bu çalışmanın marka nefretine ilişkin araştırmaları marka kaçınması ekseninde bütüncül bir çerçevede ele alarak kuramsal ve metodolojik boşluklara işaret ettiği için önemli olduğu belirtilebilir. Bu bağlamda, literatür incelemesi sonucunda bilimsel temelde bazı kuramsal çıkarımlar yapılmış ve bazı akademik araştırma önerileri sunulmuştur.

Anahtar Kelimeler

Ethical Statement

Since it is a review study, ethics committee approval is not required.

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Review

Authors

Emine Seldüz ^*
0000-0002-4863-0541
Türkiye

Murat Akın
0000-0002-0564-7634
Türkiye

Early Pub Date

June 26, 2025

Publication Date

June 30, 2025

Submission Date

May 10, 2025

Acceptance Date

June 11, 2025

Published in Issue

Year 2025 Volume: 17 Number: 2

DOI

https://doi.org/10.52791/aksarayiibd.1696845

IZ

https://izlik.org/JA33HW77GG

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RIS / Bibtex

APA

Seldüz, E., & Akın, M. (2025). Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 17(2), 99-118. https://doi.org/10.52791/aksarayiibd.1696845

Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması

A Literature Review on Brand Hate and Brand Avoidance as One of Its Outcomes

Abstract

Keywords

Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması

Öz

Anahtar Kelimeler

Ethical Statement

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite