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

Etik Beyan

Derleme türü bir çalışma olduğundan etik kurul onayı gerekmemektedir.

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Derleme

Yazarlar

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

Murat Akın
0000-0002-0564-7634
Türkiye

Erken Görünüm Tarihi

26 Haziran 2025

Yayımlanma Tarihi

30 Haziran 2025

Gönderilme Tarihi

10 Mayıs 2025

Kabul Tarihi

11 Haziran 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 17 Sayı: 2

DOI

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

IZ

https://izlik.org/JA33HW77GG

Kaynak Göster

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

Etik Beyan

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster