Araştırma Makalesi
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MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Yıl 2022, Cilt: 22 Sayı: 2, 487 - 502, 31.07.2022

Mehmet Ozan Karahan

https://doi.org/10.11616/asbi.1089413

Öz

Çalışmanın amacı, marka özgünlüğünün marka aşkı ve algılanan değer üzerindeki etkisinin belirlenmesidir. Bu kapsamda oluşturulan araştırma modelinde marka özgünlüğü unsurları (süreklilik, güvenirlik, orijinallik ve doğallık), marka aşkı ve algılanan değer değişkenleri yer almaktadır. Araştırma modelinde yer alan değişkenler arasındaki ilişkiyi keşfedilmek amacıyla, kendilerine kolayda örneklem yoluyla çevrim içi ortamda ulaşılan ve Uşak ilinde yaşayan 18 yaşından büyük toplam 318 kişi anket formlarını cevaplamıştır. Katılımcılardan elde edilen verilerin açıklayıcı faktör analizi yardımıyla geçerlilikleri ve daha sonra güvenirlikleri test edildikten sonra yapısal eşitlik modeli analizi ile de oluşturulan hipotezler test edilmiştir. Yapılan analizler sonucunda marka özgünlüğü unsurlarından süreklilik, güvenilirlik ve orijinalliğin marka aşkı ve güvenilirlik ve doğallık unsurlarının da algılanan marka değeri üzerinde anlamlı etkisinin olduğu görülmüştür. Son olarak da, algılanan değerin marka aşkı üzerinde anlamlı etkisinin olduğu gözlemlenmiştir.

Anahtar Kelimeler

Marka Özgünlüğü Marka Aşkı Algılanan Değer.

Kaynakça

  • Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer marketing, 30(3), 258-266.
  • Arya, V., Verma, H., Sethi, D., & Agarwal, R. (2019). Brand authenticity and brand attachment: How online communities built on social networking vehicles moderate the consumers’ brand attachment. IIM Kozhikode Society & Management Review, 8(2), 87-103.
  • Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of service quality, corporate image and perceived value on brand loyalty with presence and absence of customer satisfaction: A study of four service sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2), 452-474.
  • Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47.
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
  • Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17(7), 504-518.
  • Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029.
  • Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in consumer research, 40, 567-576.
  • Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived value and its impact on travel outcomes in youth tourism. Journal of Outdoor Recreation and Tourism, 31, 100327.
  • Carroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of Brand love”, Marketing Letters, Vol. 17 No. 2, 79-89.
  • Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management,28(2),154-165.
  • Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
  • Dalman, M. D., Buche, M. W., & Min, J. (2019). The differential influence of identification on ethical judgment: The role of brand love. Journal of Business Ethics, 158(3), 875-891.
  • Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics, and Business, 7(10), 939-947.
  • Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
  • Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340-348.
  • El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.
  • Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European Journal of Marketing.
  • Füller, J., Schroll, R., & von Hippel, E. (2013). User generated brands and their contribution to the diffusion of user innovations. Research Policy, 42(6-7), 1197-1209.
  • Gilmore, J. H., & Pine, B. J. (2007). Authenticity: What consumers really want. Harvard Business Press, s.354.
  • Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102-117.
  • Grayson, K., Martinec, R. (2004). ‘’Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings’’, Journal Of Consumer Research, Cilt 31, Sayı 2, s. 296-312.
  • Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis, Seventh Edition, NewYork, Prentice Hall.
  • Han, T. I., & Choi, D. (2019). Fashion Brand Love: Application of a Cognition–Affect–Conation Model. Social Sciences, 8(9), 256.
  • Hartmann, B. J., & Ostberg, J. (2013). Authenticating by re-enchantment: The discursive making of craft production. Journal of Marketing Management, 29(7-8), 882-911.
  • Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222-238.
  • Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
  • Kernis, M. H., & Goldman, B. M. (2006). A multicomponent conceptualization of authenticity: Theory and research. Advances in experimental social psychology, 38, 283-357.
  • Kovacs, B., Carroll, G.R. and Lehman, D.W. (2013), “Authenticity and consumer value ratings: empirical tests from the restaurant domain”, Organization Science, 25(2), 458-478.
  • Langner, T., Schmidt, J., & Fischer, A. (2015). Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love. Psychology & Marketing, 32(6), 624-634.
  • Ledden, L., Kalafatis, S. P., & Samouel, P. (2007). The relationship between personal values and perceived value of education. Journal of Business Research, 60(9), 965-974.
  • Li, Y., & Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government: Empirical evidence from China. Information & Management, 57(3), 103197.
  • Lin, C. H., & Wang, W. C. (2012). Effects of authenticity perception, hedonics, and perceived value on ceramic souvenir-repurchasing intention. Journal of Travel & Tourism Marketing, 29(8), 779-795.
  • Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
  • Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38-47.
  • Mody, M. and Hanks, L. (2020), “Consumption authenticity in the accommodations industry: the keys to brand love and brand loyalty for hotels and Airbnb”, Journal of Travel Research, Vol. 59 No. 1, pp. 173-189.
  • Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.
  • Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology and Marketing, 32(2), 173–186.
  • Napoli, J., Dickinson-Delaporte, S., & Beverland, M. B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, 32(13-14), 1201-1229.
  • Riefler, P. (2020). Local versus global food consumption: The role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327.
  • Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325-332.
  • Safeer, A. A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1355-1371 .
  • Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumer-brand relationship. Management & Marketing, 6(1), 79-94.
  • Shirdastian, H., Laroche, M., & Richard, M. O. (2019). Using big data analytics to study brand authenticity sentiments: The case of Starbucks on Twitter. International Journal of Information Management, 48, 291-307.
  • Slack, N., Singh, G., & Sharma, S. (2020). Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management, 48(11), 1235-1253.
  • Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101-118.
  • Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2),320-332.
  • Wuestefeld, T., Hennigs, N., Schmidt, S. and Klaus-Peter, W. (2012), “The impact of brand heritage on customer perceived value”, International Journal of Marketing, 51 (2/3), 51-61.
  • Yang, D. (2010, August). The effect of perceived quality and value in brand love. In 2010 International Conference on Management and Service Science (pp. 1-3). IEEE.

EXAMINING THE EFFECT OF BRAND AUTHENTICITY ON BRAND LOVE AND PERCEIVED VALUE

Yıl 2022, Cilt: 22 Sayı: 2, 487 - 502, 31.07.2022

Mehmet Ozan Karahan

https://doi.org/10.11616/asbi.1089413

Öz

The aim of the study is to determine the effect of brand authenticity on brand love and perceived value. In the research model created in this context, brand authenticity elements (continuity, reliability, originality and naturalness), brand love and perceived value variables are included. In order to find out the relationship between the variables in the research model, a total of 318 people over the age of 18 living in Uşak, reached online, answered the questionnaires. Convenience sampling’s been used in the research. After testing the validity of the data obtained from the participants by explanatory factor analysis and later reliability, the formed hypotheses were also tested by SEM analysis. As a result of the analysis, it has been seen that the elements of naturalness, reliability and originality, have a significant effect on the perceived value and naturalness and reliability have a significant effect on the brand love. Finally, it has been observed that perceived value has a significant effect on brand love.

Anahtar Kelimeler

Brand Authenticity Brand Love Perceived Value.

Kaynakça

  • Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer marketing, 30(3), 258-266.
  • Arya, V., Verma, H., Sethi, D., & Agarwal, R. (2019). Brand authenticity and brand attachment: How online communities built on social networking vehicles moderate the consumers’ brand attachment. IIM Kozhikode Society & Management Review, 8(2), 87-103.
  • Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of service quality, corporate image and perceived value on brand loyalty with presence and absence of customer satisfaction: A study of four service sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2), 452-474.
  • Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47.
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
  • Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17(7), 504-518.
  • Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029.
  • Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in consumer research, 40, 567-576.
  • Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived value and its impact on travel outcomes in youth tourism. Journal of Outdoor Recreation and Tourism, 31, 100327.
  • Carroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of Brand love”, Marketing Letters, Vol. 17 No. 2, 79-89.
  • Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management,28(2),154-165.
  • Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
  • Dalman, M. D., Buche, M. W., & Min, J. (2019). The differential influence of identification on ethical judgment: The role of brand love. Journal of Business Ethics, 158(3), 875-891.
  • Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics, and Business, 7(10), 939-947.
  • Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
  • Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340-348.
  • El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.
  • Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European Journal of Marketing.
  • Füller, J., Schroll, R., & von Hippel, E. (2013). User generated brands and their contribution to the diffusion of user innovations. Research Policy, 42(6-7), 1197-1209.
  • Gilmore, J. H., & Pine, B. J. (2007). Authenticity: What consumers really want. Harvard Business Press, s.354.
  • Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102-117.
  • Grayson, K., Martinec, R. (2004). ‘’Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings’’, Journal Of Consumer Research, Cilt 31, Sayı 2, s. 296-312.
  • Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis, Seventh Edition, NewYork, Prentice Hall.
  • Han, T. I., & Choi, D. (2019). Fashion Brand Love: Application of a Cognition–Affect–Conation Model. Social Sciences, 8(9), 256.
  • Hartmann, B. J., & Ostberg, J. (2013). Authenticating by re-enchantment: The discursive making of craft production. Journal of Marketing Management, 29(7-8), 882-911.
  • Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222-238.
  • Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
  • Kernis, M. H., & Goldman, B. M. (2006). A multicomponent conceptualization of authenticity: Theory and research. Advances in experimental social psychology, 38, 283-357.
  • Kovacs, B., Carroll, G.R. and Lehman, D.W. (2013), “Authenticity and consumer value ratings: empirical tests from the restaurant domain”, Organization Science, 25(2), 458-478.
  • Langner, T., Schmidt, J., & Fischer, A. (2015). Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love. Psychology & Marketing, 32(6), 624-634.
  • Ledden, L., Kalafatis, S. P., & Samouel, P. (2007). The relationship between personal values and perceived value of education. Journal of Business Research, 60(9), 965-974.
  • Li, Y., & Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government: Empirical evidence from China. Information & Management, 57(3), 103197.
  • Lin, C. H., & Wang, W. C. (2012). Effects of authenticity perception, hedonics, and perceived value on ceramic souvenir-repurchasing intention. Journal of Travel & Tourism Marketing, 29(8), 779-795.
  • Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
  • Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38-47.
  • Mody, M. and Hanks, L. (2020), “Consumption authenticity in the accommodations industry: the keys to brand love and brand loyalty for hotels and Airbnb”, Journal of Travel Research, Vol. 59 No. 1, pp. 173-189.
  • Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.
  • Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology and Marketing, 32(2), 173–186.
  • Napoli, J., Dickinson-Delaporte, S., & Beverland, M. B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, 32(13-14), 1201-1229.
  • Riefler, P. (2020). Local versus global food consumption: The role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327.
  • Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325-332.
  • Safeer, A. A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1355-1371 .
  • Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumer-brand relationship. Management & Marketing, 6(1), 79-94.
  • Shirdastian, H., Laroche, M., & Richard, M. O. (2019). Using big data analytics to study brand authenticity sentiments: The case of Starbucks on Twitter. International Journal of Information Management, 48, 291-307.
  • Slack, N., Singh, G., & Sharma, S. (2020). Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management, 48(11), 1235-1253.
  • Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101-118.
  • Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2),320-332.
  • Wuestefeld, T., Hennigs, N., Schmidt, S. and Klaus-Peter, W. (2012), “The impact of brand heritage on customer perceived value”, International Journal of Marketing, 51 (2/3), 51-61.
  • Yang, D. (2010, August). The effect of perceived quality and value in brand love. In 2010 International Conference on Management and Service Science (pp. 1-3). IEEE.
Toplam 49 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Mehmet Ozan Karahan 0000-0001-7287-5904

Yayımlanma Tarihi 31 Temmuz 2022
Gönderilme Tarihi 17 Mart 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 22 Sayı: 2

Kaynak Göster

APA Karahan, M. O. (2022). MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. Abant Sosyal Bilimler Dergisi, 22(2), 487-502. https://doi.org/10.11616/asbi.1089413
AMA Karahan MO. MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. ASBİ. Temmuz 2022;22(2):487-502. doi:10.11616/asbi.1089413
Chicago Karahan, Mehmet Ozan. “MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”. Abant Sosyal Bilimler Dergisi 22, sy. 2 (Temmuz 2022): 487-502. https://doi.org/10.11616/asbi.1089413.
EndNote Karahan MO (01 Temmuz 2022) MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. Abant Sosyal Bilimler Dergisi 22 2 487–502.
IEEE M. O. Karahan, “MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”, ASBİ, c. 22, sy. 2, ss. 487–502, 2022, doi: 10.11616/asbi.1089413.
ISNAD Karahan, Mehmet Ozan. “MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”. Abant Sosyal Bilimler Dergisi 22/2 (Temmuz 2022), 487-502. https://doi.org/10.11616/asbi.1089413.
JAMA Karahan MO. MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. ASBİ. 2022;22:487–502.
MLA Karahan, Mehmet Ozan. “MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”. Abant Sosyal Bilimler Dergisi, c. 22, sy. 2, 2022, ss. 487-02, doi:10.11616/asbi.1089413.
Vancouver Karahan MO. MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. ASBİ. 2022;22(2):487-502.
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