{"id":6374,"date":"2025-07-27T00:55:28","date_gmt":"2025-07-26T21:55:28","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=6374"},"modified":"2025-07-28T02:05:39","modified_gmt":"2025-07-27T23:05:39","slug":"a-bibliometric-analysis-of-brand-attitude-research","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/a-bibliometric-analysis-of-brand-attitude-research","title":{"rendered":"Marka Tutumu Ara\u015ft\u0131rmalar\u0131 \u00dczerine Bibliyometrik Bir Analiz"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nMarka Tutumu Ara\u015ft\u0131rmalar\u0131 \u00dczerine Bibliyometrik Bir Analiz<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nMehmet Akdeniz, Erdem Akkan<\/td>\n<\/tr>\n
Cilt:<\/td>\n16<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2025<\/td>\n<\/tr>\n
Sayfa:<\/td>\n359-377<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2025.472<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Bu ara\u015ft\u0131rma, marka tutumu konusuna ili\u015fkin literat\u00fcr\u00fc de\u011ferlendirmek, mevcut e\u011filimleri analiz etmek ve gelecekteki ara\u015ft\u0131rmalara rehberlik etmek amac\u0131yla VOSviewer program\u0131 ile Web of Science veri taban\u0131ndaki 1981-2024 y\u0131llar\u0131 aras\u0131nda yay\u0131mlanan 1.022 makale \u00fczerinden bibliyometrik analiz y\u00f6ntemiyle ger\u00e7ekle\u015ftirilmi\u015ftir. \u00c7al\u0131\u015fmada performans, at\u0131f, ortak at\u0131f ve anahtar kelime analizleriyle marka tutumu literat\u00fcr\u00fc incelenmi\u015ftir. Ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131, yay\u0131n say\u0131s\u0131n\u0131n y\u0131llar i\u00e7inde artt\u0131\u011f\u0131n\u0131, Mitchell ve Olson\u2019un (1981) \u00e7al\u0131\u015fmas\u0131n\u0131n en \u00e7ok at\u0131f alan yay\u0131n oldu\u011funu, en \u00fcretken yazar\u0131n Patrick De Pelsmacker, en fazla yay\u0131n yap\u0131lan derginin Journal of Business Research, \u00f6ne \u00e7\u0131kan \u00fclkelerin ABD ve G\u00fcney Kore, en etkin \u00fcniversitelerin ise University of Antwerp ve Ghent University oldu\u011funu ortaya koymaktad\u0131r. Bununla birlikte, ara\u015ft\u0131rmalar, marka tutumunun olu\u015fumuna etki eden fakt\u00f6rler, bu fakt\u00f6rlerin \u00f6l\u00e7\u00fcm\u00fc ve t\u00fcketici davran\u0131\u015flar\u0131 \u00fczerindeki etkileri, \u00f6zellikle de sat\u0131n alma niyetiyle olan ili\u015fkisi \u00fczerinde yo\u011funla\u015fmaktad\u0131r. Ayr\u0131ca, analizler sosyal kimlik, sanal etkileyici, marka a\u015fk\u0131, damgalama, yapay zek\u00e2 ve oyunsal deneyim gibi konular\u0131n alandaki belirgin ara\u015ft\u0131rma bo\u015fluklar\u0131 oldu\u011funu g\u00f6stermektedir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nTutum, Marka Tutumu, Bibliyometrik Analiz, VOSviewer, Pazarlama<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM30, M31<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Marka Tutumu Ara\u015ft\u0131rmalar\u0131 \u00dczerine Bibliyometrik Bir Analiz Yazar(lar): Mehmet Akdeniz, Erdem Akkan Cilt: 16 Say\u0131: 3 Y\u0131l: 2025 Sayfa: 359-377 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2025.472 \u00d6z Bu ara\u015ft\u0131rma, marka tutumu konusuna ili\u015fkin literat\u00fcr\u00fc de\u011ferlendirmek, mevcut e\u011filimleri analiz etmek ve gelecekteki ara\u015ft\u0131rmalara rehberlik etmek amac\u0131yla VOSviewer […]<\/p>\n

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