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Marka Tutumu Araştırmaları Üzerine Bibliyometrik Bir Analiz

Author

Listed:
  • Mehmet Akdeniz

    (Mersin University)

  • Erdem Akkan

    (Mersin University)

Abstract

This research was conducted by bibliometric analysis method on 1,022 articles published between 1981-2024 in the Web of Science database with the VOSviewer program in order to evaluate the literature on brand attitude, analyze current trends, and guide future research. In the study, brand attitude literature was analyzed through performance, citation, co-citation, and keyword analysis. The results of the study reveal that the number of publications has increased over the years, Mitchell and Olson's (1981) study is the most cited publication, the most prolific author is Patrick De Pelsmacker, the journal with the most publications is Journal of Business Research, the leading countries are the USA and South Korea, and the most active universities are University of Antwerp and Ghent University. Moreover, the research focuses on the factors influencing the formation of brand attitude, their measurement and their impact on consumer behavior, especially the relationship with purchase intention. Furthermore, the analysis shows that topics such as social identity, virtual influencer, brand love, stigmatization, artificial intelligence, and gamified experience are significant research gaps in the field.

Suggested Citation

  • Mehmet Akdeniz & Erdem Akkan, 2025. "Marka Tutumu Araştırmaları Üzerine Bibliyometrik Bir Analiz," Business and Economics Research Journal, Bursa Uludag University, Faculty of Economics and Administrative Sciences, vol. 16(3), pages 359-377, July.
    • Handle: RePEc:ris:buecrj:021436
    DOI: 10.20409/berj.2025.472
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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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