Cilt 12 Sayı 2 (2024): Business & Management Studies: An International Journal
Makaleler

Marka ve olumsuz duygular: 1993-2023 yılları arası WoS makalelerinin bibliyometrik analizi

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  • Özcan Özbilek
Özcan Özbilek
Doktora Öğrencisi, Sakarya Üniversitesi, Sakarya, Türkiye
DOI: https://doi.org/10.15295/bmij.v12i2.2372

Yayınlanmış 2024-06-25

Anahtar Kelimeler

  • Olumsuz Duygular, Marka, Bibliyometrik Analiz, Web of Science (WoS)
  • Negative Emotions, Brand, Bibliometric Analysis, Web of Science (WoS)

Nasıl Atıf Yapılır

Özbilek, Özcan. (2024). Marka ve olumsuz duygular: 1993-2023 yılları arası WoS makalelerinin bibliyometrik analizi. Business & Management Studies: An International Journal, 12(2), 356–383. https://doi.org/10.15295/bmij.v12i2.2372

Telif Hakkı (c) 2024 Özcan Özbilek

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Özet

Bu çalışma, 1993-2023 yılları arasında tüketicilerin duygusal tepkilerini ele alan literatüre genel bir bakış sunmak amacıyla yapılan bibliyometrik bir analize odaklanmaktadır. İncelenen makaleler Web of Science (WoS) veri tabanında yer alan makalelerden oluşmaktadır. Araştırma, makale başlıkları, yazarlar, anahtar kelimeler, özetler ve diğer önemli bilgiler üzerinden kapsamlı bir analiz gerçekleştirmiştir. Ayrıca, araştırmaların gerçekleştirildiği ülkeler, yayınlandığı dergiler ve bu unsurlar arasındaki ilişkiler detaylı bir şekilde incelenmiştir. 1993-2023 yılları arasını kapsayan bibliyometrik analiz sonuçlarına göre, negatif duygular ve marka konusundaki araştırmaların bir artış trendinde olduğu görülmüştür. Özellikle, olumsuz duygular ve marka ilişkisine odaklanan çalışmaların sayısında belirgin bir artış yaşanmıştır. Ayrıca, en fazla atıf alan makalelerin çoğunluğu ABD'den gelmektedir. Türkiye'nin bu alandaki katkısı ise sınırlıdır.

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