Araştırma Makalesi
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Firmaların Yeşil Pazarlama Karmasının Kurumsal İtibar ve Marka Evangelizmi Üzerindeki Etkisi: Cep Telefonu Sektörü ve GSM Operatörlerinde Karşılaştırmalı Bir Saha Araştırması

Yıl 2023, , 341 - 356, 29.12.2023

Şükrü Yapraklı , Emine Noksan

https://doi.org/10.52791/aksarayiibd.1251908

Öz

Yeşil pazarlama, tüketicilerin istek ve ihtiyaçlarının karşılanmasında ekolojik olarak sürdürülebilir, çevreyle uyumlu, geri dönüştürülebilir doğa dostu pazarlama faaliyetidir. Doğal kaynakların azalması, su, hava ve çevre kirliliğin artmasıyla işletmeler hem çevreye olan duyarlılıklarını ispat etmek hem de çevreye duyarlı tüketicilerin bu yöndeki ihtiyaçlarını karşılamak için yeşil pazarlama faaliyetlerini her geçen gün yaygınlaştırmaktadır. Kurumsal itibar; genel olarak paydaşların firma hakkındaki genel algısıdır. Marka Evangelizmi; tüketicinin bir markaya karşı beslediği hayranlık ve tercih ettiği o markayı başkalarının da satın alması yönünde ikna etme çabasıdır. Çalışmanın temel amacı, firmaların yürüttüğü yeşil pazarlama karmasının kurumsal itibar ve marka evangelizmi üzerindeki etkisini incelemektir. Kolayda örneklem yöntemi kullanılmış ve araştırmanın örneklemini 508 kişi oluşturmaktadır. Verilerin analizinde SPSS 22 paket programı kullanılmıştır. Katılımcıların demografik özellikleri incelenmiş, frekans dağılımları, güvenilirlik testleri, t-testi ve regresyon analizleri yapılmıştır. Araştırma sonucunda, firmaların yürüttüğü yeşil pazarlama karmasının kurumsal itibar ve marka evangelizmi üzerinde etkisinin olduğu görülmüştür. Ayrıca, sektörel olarak karşılaştırıldığında anlamlı bir farklılığın olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Yeşil Pazarlama Karması Kurumsal İtibar Marka Evangelizmi Cep Telefonu Sektörü GSM Operatörleri Green Marketing Corporate Reputation Brand Evangelism Mobile Phone Industry GSM Operators

Kaynakça

  • Aaker, D.A., 1996. Managing brand equity. The Free Press, New York.
  • Abd Rashid, M. H., & Ahmad, F. S. (2014). The role of recovery satisfaction on the relationship between service recovery and brand evangelism: A conceptual framework. International Journal of Innovation, Management and Technology, 5(5), 401.
  • Abzari, M., Safari Shad, F., Abedi Sharbiyani, A. A., & Parvareshi Morad, A. (2013). Studying the effect of green marketing mix on market share increase. European Online Journal of Natural and Social Sciences: Proceedings, 2(3), 641.
  • Akcadag, M., & Ellibes, O. (2020). Mağaza yöneticilerinin yeşil pazarlama karmasına yönelik tutumlarının belirlenmesi: Kocaeli alışveriş merkezi uygulaması. PressAcademia Procedia, 11(1), 101-109.
  • Ali, A., Khan, A. A., Ahmed, I., & Shahzad, W. (2011). Determinants of Pakistani consumers’ green purchase behavior: Some insights from a developing country. International Journal of Business and Social Science, 2(3), 217-226.
  • Alkaya, A., Çoban, S., Tehci, A. ve Ersoy, Y. (2016). Çevresel duyarlılığın yeşil ürün satın alma davranışına etkisi: Ordu üniversitesi örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (47), 121-134.
  • Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-650.
  • Atilgan, K. Ö. (2019). Stratejik yeşil pazarlama bağlamında yeşil fiyatlandırma literatürünün incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 50-58.
  • Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management.
  • Bowd, R., & Bowd, L., (2001). Assessing a finansial value for a corporate entity’s reputation: A proposed formula. Manchester Metropolitan University Business School Working Paper Series.
  • Brady, A. (2005). The seven elements of reputation management. Corporate Responsibility Management, 1(5), 05.
  • BTK (2022), https://www.btk.gov.tr/uploads/pages/pazar-verileri/2022-2-kurumdisi.pdf. Erişim 20.06.2022 tarihinde ulaşılmıştır.
  • Cable, D. M., & Graham, M. E. (2000). The determinants of job seekers' reputation perceptions. Journal of organizational Behavior, 21(8), 929-947.
  • Carini, C., Comincioli, N., Poddi, L., & Vergalli, S. (2017). Measure the performance with the market value added: Evidence from CSR companies. Sustainability, 9(12), 2171.
  • Çekmecelioğlu, H. G. ve Dinçel, G. (2014). Çalışanların kurumsal itibara ilişkin algıları ve bu algıların örgütsel kıvanç, örgütsel bağlılık ve iş tatmini üzerindeki etkileri: Doğu Marmara Bölgesi plastik ambalaj sanayi üzerinde bir araştırma. Business and Economics Research Journal, 5(2), 79-94.
  • Chan, E. S. (2013). Gap analysis of green hotel marketing. International journal of contemporary hospitality management.
  • Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management Science and Engineering, 4(2), 27-39.
  • Chen, Y. S., & Chang, C. H. (2013). The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82.
  • Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109.
  • Çoban, S. ve Sönmez, Y. (2014). Yeşil pazarlama karmasına yönelik tüketici tutumlarının demografik özelliklere göre farklılaşması: Ahi Evran üniversitesi örneği. Nevşehir Haci Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 3, 65-82.
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  • Doss, S. K. (2010). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Journal of Marketing Research. pp 1 05.05.2022 tarihinde ulaşılmıştır. https://www.researchgate.net/publication/312809573_Spreading_the_Good_Word_Toward_an_Understanding_of_Brand_Evangelism.
  • Eberl, M., & Schwaiger, M. (2005). Corporate reputation: disentangling the effects on financial performance. European Journal of marketing.
  • Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The reputation quotientSM: A multi-stakeholder measure of corporate reputation. Journal of brand management, 7(4), 241-255.
  • Fombrun, C. J., Van Riel, C. B., & Van Riel, C. (2004). Fame & fortune: How successful companies build winning reputations. FT press.
  • Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
  • Gedik, Y. (2020). Yeşil Pazarlama Stratejileri ve işletmelerin amaçlarına etkisi. International Anatolia Academic Online Journal Social Sciences Journal, 6(2), 46-65.
  • Goldberg, A. I., Cohen, G., & Fiegenbaum, A. (2003). Reputation building: Small business strategies for successful venture development. Journal of Small Business Management, 41(2), 168-186.
  • Güven, S. (2010). Sürdürülebilir kalkınma açısından aile, tüketim ve çevre. Tüketici Yazıları (II), 117.
  • Hall, R. (1993). A framework linking intangible resources and capabiliites to sustainable competitive advantage. Strategic Management Journal, 14(8), 607-618.
  • Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing.
  • Harvard Business Review: The Art of Evangelism, Location: https://hbr.org/2015/05/the-art-of-evangelism, Accessed 2nd May.
  • Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate reputation. Corporate Communications: An International Journal.
  • Helm, S. (2011). Employees' awareness of their impact on corporate reputation. Journal of Business Research, 64(7), 657-663.
  • Herbig, P., Milewicz, J., & Golden, J. (1994). A model of reputation building and destruction. Journal of Business Research, 31(1), 23-31.
  • Hossain, A., & Khan, M. Y. (2018). Green marketing mix effect on consumers buying decisions in Bangladesh.
  • Jeffrey, S., Rosenberg, S., & McCabe, B. (2018). Corporate social responsibility behaviors and corporate reputation. Social Responsibility Journal, 15(3), 395-408.
  • Karakılıç, N. Y. (2005). kurumsal itibarın müşteri tercihleri üzerine etkileri: Afyon'da perakende sektöründe faaliyet gösteren işletmeler üzerine bir araştırma. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2), 181-196.
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  • Kawasaki, G. (2015). The art of evangelism. Harvard business review, 93(5), 108-111.
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The Effect of Firm’s Green Marketing Mix on Corporate Reputation and Brand Evangelism: A Comparative Field Study in Mobile Phone Industry and GSM Operators

Yıl 2023, , 341 - 356, 29.12.2023

Şükrü Yapraklı , Emine Noksan

https://doi.org/10.52791/aksarayiibd.1251908

Öz

Green marketing is an ecologically sustainable, environmentally compatible, recyclable, environmentally friendly marketing activity that meets the demands and needs of consumers. With the decrease in natural resources and the increase in water, air, and environmental pollution, businesses are spreading green marketing activities day by day to prove their sensitivity to the environment and to meet the needs of environmentally sensitive consumers in this direction. Corporate reputation is the general perception of stakeholders about the company in general. Brand Evangelism is the admiration that the consumer has for a brand and the effort to convince others to buy that brand that he/she prefers. The main purpose of the study is to examine the effect of the green marketing mix carried out by companies on corporate reputation and brand evangelism. The convenience sampling method was used, and the sample of the study consisted of 508 people. The SPSS 22 package program was used to analyze the data. The demographic characteristics of the participants were examined, and frequency distributions, reliability tests, t-tests, and regression analyses were performed. As a result of the research, it was seen that the green marketing mix carried out by the companies affected the corporate reputation and brand evangelism. In addition, it was concluded that there was a significant difference when compared sectorally.

Anahtar Kelimeler

Green Marketing Corporate Reputation Brand Evangelism Mobile Phone Industry GSM Operators

Kaynakça

  • Aaker, D.A., 1996. Managing brand equity. The Free Press, New York.
  • Abd Rashid, M. H., & Ahmad, F. S. (2014). The role of recovery satisfaction on the relationship between service recovery and brand evangelism: A conceptual framework. International Journal of Innovation, Management and Technology, 5(5), 401.
  • Abzari, M., Safari Shad, F., Abedi Sharbiyani, A. A., & Parvareshi Morad, A. (2013). Studying the effect of green marketing mix on market share increase. European Online Journal of Natural and Social Sciences: Proceedings, 2(3), 641.
  • Akcadag, M., & Ellibes, O. (2020). Mağaza yöneticilerinin yeşil pazarlama karmasına yönelik tutumlarının belirlenmesi: Kocaeli alışveriş merkezi uygulaması. PressAcademia Procedia, 11(1), 101-109.
  • Ali, A., Khan, A. A., Ahmed, I., & Shahzad, W. (2011). Determinants of Pakistani consumers’ green purchase behavior: Some insights from a developing country. International Journal of Business and Social Science, 2(3), 217-226.
  • Alkaya, A., Çoban, S., Tehci, A. ve Ersoy, Y. (2016). Çevresel duyarlılığın yeşil ürün satın alma davranışına etkisi: Ordu üniversitesi örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (47), 121-134.
  • Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-650.
  • Atilgan, K. Ö. (2019). Stratejik yeşil pazarlama bağlamında yeşil fiyatlandırma literatürünün incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 50-58.
  • Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management.
  • Bowd, R., & Bowd, L., (2001). Assessing a finansial value for a corporate entity’s reputation: A proposed formula. Manchester Metropolitan University Business School Working Paper Series.
  • Brady, A. (2005). The seven elements of reputation management. Corporate Responsibility Management, 1(5), 05.
  • BTK (2022), https://www.btk.gov.tr/uploads/pages/pazar-verileri/2022-2-kurumdisi.pdf. Erişim 20.06.2022 tarihinde ulaşılmıştır.
  • Cable, D. M., & Graham, M. E. (2000). The determinants of job seekers' reputation perceptions. Journal of organizational Behavior, 21(8), 929-947.
  • Carini, C., Comincioli, N., Poddi, L., & Vergalli, S. (2017). Measure the performance with the market value added: Evidence from CSR companies. Sustainability, 9(12), 2171.
  • Çekmecelioğlu, H. G. ve Dinçel, G. (2014). Çalışanların kurumsal itibara ilişkin algıları ve bu algıların örgütsel kıvanç, örgütsel bağlılık ve iş tatmini üzerindeki etkileri: Doğu Marmara Bölgesi plastik ambalaj sanayi üzerinde bir araştırma. Business and Economics Research Journal, 5(2), 79-94.
  • Chan, E. S. (2013). Gap analysis of green hotel marketing. International journal of contemporary hospitality management.
  • Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management Science and Engineering, 4(2), 27-39.
  • Chen, Y. S., & Chang, C. H. (2013). The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82.
  • Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109.
  • Çoban, S. ve Sönmez, Y. (2014). Yeşil pazarlama karmasına yönelik tüketici tutumlarının demografik özelliklere göre farklılaşması: Ahi Evran üniversitesi örneği. Nevşehir Haci Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 3, 65-82.
  • Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors. Journal of Strategic Marketing, 22(7), 563-586.
  • Doğan, N. S. (2018). Sorumlu Tüketim Davranışı ve Yeşil Pazarlamanın Yöneticilerin Firma Performans Algısına Etkisi (Yüksek lisans tezi, Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü, Pamukkale).
  • Doss, S. K. (2010). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Journal of Marketing Research. pp 1 05.05.2022 tarihinde ulaşılmıştır. https://www.researchgate.net/publication/312809573_Spreading_the_Good_Word_Toward_an_Understanding_of_Brand_Evangelism.
  • Eberl, M., & Schwaiger, M. (2005). Corporate reputation: disentangling the effects on financial performance. European Journal of marketing.
  • Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The reputation quotientSM: A multi-stakeholder measure of corporate reputation. Journal of brand management, 7(4), 241-255.
  • Fombrun, C. J., Van Riel, C. B., & Van Riel, C. (2004). Fame & fortune: How successful companies build winning reputations. FT press.
  • Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
  • Gedik, Y. (2020). Yeşil Pazarlama Stratejileri ve işletmelerin amaçlarına etkisi. International Anatolia Academic Online Journal Social Sciences Journal, 6(2), 46-65.
  • Goldberg, A. I., Cohen, G., & Fiegenbaum, A. (2003). Reputation building: Small business strategies for successful venture development. Journal of Small Business Management, 41(2), 168-186.
  • Güven, S. (2010). Sürdürülebilir kalkınma açısından aile, tüketim ve çevre. Tüketici Yazıları (II), 117.
  • Hall, R. (1993). A framework linking intangible resources and capabiliites to sustainable competitive advantage. Strategic Management Journal, 14(8), 607-618.
  • Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing.
  • Harvard Business Review: The Art of Evangelism, Location: https://hbr.org/2015/05/the-art-of-evangelism, Accessed 2nd May.
  • Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate reputation. Corporate Communications: An International Journal.
  • Helm, S. (2011). Employees' awareness of their impact on corporate reputation. Journal of Business Research, 64(7), 657-663.
  • Herbig, P., Milewicz, J., & Golden, J. (1994). A model of reputation building and destruction. Journal of Business Research, 31(1), 23-31.
  • Hossain, A., & Khan, M. Y. (2018). Green marketing mix effect on consumers buying decisions in Bangladesh.
  • Jeffrey, S., Rosenberg, S., & McCabe, B. (2018). Corporate social responsibility behaviors and corporate reputation. Social Responsibility Journal, 15(3), 395-408.
  • Karakılıç, N. Y. (2005). kurumsal itibarın müşteri tercihleri üzerine etkileri: Afyon'da perakende sektöründe faaliyet gösteren işletmeler üzerine bir araştırma. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2), 181-196.
  • Kardeş, İ. (2011). Markaların çevre dostu uygulamalarının tüketicinin marka tercihi üzerindeki etkisi. Ege Akademik Bakış, 11(1), 165-177.
  • Kawasaki, G. (2015). The art of evangelism. Harvard business review, 93(5), 108-111.
  • Klassen, R. D., & McLaughlin, C. P. (1996). The impact of environmental management on firm performance. Management science, 42(8), 1199-1214.
  • Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. International Journal of research in Marketing, 21(3), 203-217.
  • Ko, E., Hwang, Y. K., & Kim, E.Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
  • Korkmaz, H. ve L, Atay. (2017). Otel işletmelerinde yeşil pazarlama ve çevre sertifikalarının değerlendirilmesi. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(4), 113-126.
  • Lee, J., & Kwon, H. B. (2019). The synergistic effect of environmental sustainability and corporate reputation on market value added (MVA) in manufacturing firms. International Journal of Production Research, 57(22), 7123-7141.
  • Li, H., Haq, I. U., Nadeem, H., Albasher, G., Alqatani, W., Nawaz, A., & Hameed, J. (2020). How environmental awareness relates to green purchase intentions can affect brand evangelism? Altruism and environmental consciousness as mediators. Revista Argentina de Clinica Psicologica, 29(5), 811-825.
  • Liu, M., & Lu, W. (2021). Corporate social responsibility, firm performance, and firm risk: the role of firm reputation. Asia-Pacific Journal of Accounting & Economics, 28(5), 525-545.
  • Lotfi, M., Yousefi, A., & Jafari, S. (2018). The effect of emerging green market on green entrepreneurship and sustainable development in knowledge-based companies. Sustainability, 10(7), 2308.
  • Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and applied sciences, 5(2), 127-135.
  • Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The influence of green marketing mix on purchase intention: The mediation role of environmental knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040-1048.
  • Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Marketing Theory and Applications, 18(1), 25-32.
  • Mehran, M. M., Kashmiri, T., & Pasha, A. T. (2020). Effects of brand trust, brand ıdentification and quality of service on brand evangelism: A study of restaurants in multan. Journal of Arable Crops and Marketing, 2(2), 35-46.
  • Meiners, N. H., Schwarting, U., & Seeberger, B. (2010). The Renaissance of word-of-mouth marketing: a'new'standard in twenty-first century marketing management? International Journal of Economic Sciences and Applied Research, 3(2), 79.
  • Miles, M. P., & Covin, J. G. (2002). Exploring the practice of corporate venturing: Some common forms and their organizational implications. Entrepreneurship theory and practice, 26(3), 21-40.
  • Ngai, E. W. T., Law, C.H., Lo, C.W.H., Poon, J. K. L., & Peng, S. (2018). Business sustainability and corporate social responsibility: Case studies of three gas operators in China. International Journal of Production Research 56 (1–2): 660–676.
  • Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236.
  • OECD. (2022). https://www.oecd-ilibrary.org/docserver/env_outlook-2012-sum-tr.pdf?expires=1660466929&id=id&accname=guest&checksum=E49F281AC33D037134AB9D7C3E9591E4.
  • Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507.
  • Özcan, H. ve Özgül, B. (2019). Yeşil pazarlama ve tüketicilerin yeşil ürün tercihlerini etkileyen faktörler. Türkiye Mesleki ve Sosyal Bilimler Dergisi, (1), 1-18.
  • Özsaçmacı, B. (2018). Yeşil pazarlama faaliyetlerinin yeşil marka farkındalığı ve tüketici satın alma niyeti üzerindeki aracılık etkisi. Business and Economics Research Journal, 9(4), 945-960.
  • Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 118575.
  • Peattie, K. (1995). Environmental marketing management: Meeting the green challenge. Financial Times Management.
  • Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2).
  • Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series.
  • Rao, H. (1994). The social construction of reputation: Certification contests, legitimation, and the survival of organizations in the American automobile industry: 1895–1912. Strategic Management Journal, 15(S1), 29-44.
  • Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2015). Consumer journey from first experience to brand evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1).
  • Şardağı, E. ve Bayçu, S. (2018). İtibar oluşumunda medyada görünürlük: bankalar üzerine bir araştırma. Erciyes İletişim Dergisi, 5(3), 108-122.
  • Shamma, H. M. (2012). Toward a comprehensive understanding of corporate reputation: Concept, measurement and implications. International Journal of Business and Management, 7(16), 151.
  • Shapiro, C. (1983). Premiums for high quality products as returns to reputations. The Quarterly Journal of Economics, 98(4), 659-679.
  • Singh, N. (2015). Evangelism marketing: The evolution of consumer fidelity. Journal of Marketing & Communication, 11(1).
  • Solaiman, M., Osman, A., & Halim, M. S. B. A. (2015). Green marketing: A marketing mix point of view.
  • Wang, Y., & Berens, G. (2015). The impact of four types of corporate social performance on reputation and financial performance. Journal of Business Ethics, 131(2), 337-359.
  • Wilson, R. (1985). Reputations in games and markets. Game-Theoretic Models of Bargaining, 96, 27-62.
  • Yadav, R., Dokania, A. K., & Pathak, G. S. (2016). The influence of green marketing functions in building corporate image: Evidences from hospitality industry in a developing nation. International Journal of Contemporary Hospitality Management.
  • Yaşar, L. D. ve Saydan, R. (2019). Çevre bilinci ve çevreci ürün satınalma davranışında demografik faktörlerin etkisi: Van ili örneği. Van Yüzüncü Yıl Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 4(8), 126-143.
  • Zhu, Q., & Sarkis, J. (2016). Green marketing and consumerism as social change in China: Analyzing the literature. International Journal of Production Economics, 181, 289-302.
Toplam 77 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Şükrü Yapraklı 0000-0002-1756-1491

Emine Noksan 0000-0002-2713-5461

Yayımlanma Tarihi 29 Aralık 2023
Yayımlandığı Sayı Yıl 2023

Kaynak Göster

APA Yapraklı, Ş., & Noksan, E. (2023). Firmaların Yeşil Pazarlama Karmasının Kurumsal İtibar ve Marka Evangelizmi Üzerindeki Etkisi: Cep Telefonu Sektörü ve GSM Operatörlerinde Karşılaştırmalı Bir Saha Araştırması. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 15(4), 341-356. https://doi.org/10.52791/aksarayiibd.1251908