Marka Vatandaşlık Davranışı Literatürünün Bibliyometrik Analizi

Bu çalışmanın amacı marka vatandaşlık davranışıyla ilgili yayınların sistematik olarak incelenmesiyle mevcut bilgi birikimini görünür hale getirmek ve böylelikle daha sonraki araştırmaların bu bilgi birikimine katkı sağlayabilmeleri için bir yol haritası çizebilmektir. Web of Science Core Collection (WOS) ve Scopus veri tabanlarından elde edilen verilerle R programı aracılığıyla bibliyometrik analiz yapılmıştır. Analizler sonucunda marka vatandaşlık davranışıyla ilgili yayınların, kaynakların, yazarların, ülkelerin ve kelimelerin atıf ve sıklık ölçütlerine göre performansları belirlenmiş; konu çerçevesinde oluşan kavramsal, entelektüel ve sosyal yapılar görünür hale getirilmiştir. Yapılan bu çalışmayla kavram ile ilgili kurumların, ülkelerin ve yazarların bilimsel yayın performansları değerlendirilmeye, yayın yapılan en önemli dergileri ve makaleleri tespit etmeye, bundan sonra yapılacak araştırmaların birbirini tekrar etmemesini sağlamaya, araştırmacılara çalışma konusu belirlemede rehberlik etmeye, bu kavramın yeterince araştırılıp araştırılmadığı belirlenmeye ve böylelikle literatürdeki araştırma boşluğunu tamamlanmaya çalışılmıştır.

Anahtar Kelimeler:

Marka Vatandaşlık Davranışı, Marka Vatandaşlık Davranışı Literatürü, Bibliyometrik Analiz, WOS ve Scopus

Bibliometric Analysis of Brand Citizenship Behaviour Literature

The aim of this study is to make the existing body of knowledge visible by systematically examining the publications on brand citizenship behaviour and thus to draw a road map for future research to contribute to this body of knowledge. Bibliometric analysis was performed with the data obtained from Web of Science Core Collection (WOS) and Scopus databases through R software. As a result of the analyses, the performances of publications, sources, authors, countries and words related to brand citizenship behaviour according to citation and frequency criteria were determined; conceptual, intellectual and social structures formed within the framework of the subject were made visible. With this study, it has been tried to evaluate the scientific publication performances of institutions, countries and authors related to the concept, to identify the most important journals and articles published, to ensure that future researches do not repeat each other, to guide researchers in determining the subject of study, to determine whether this concept has been sufficiently researched and thus to complete the research gap in the literature.

Keywords:

Brand Citizenship Behaviour, Brand Citizenship Behaviour Literature, Bibliometric Analysis, WOS and Scopus,

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