Araştırma Makalesi
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Nostalji Eğiliminin Tüketici Temelli Marka Değeri Üzerine Etkisi: Eti Markası Örneği

Yıl 2025, Cilt: 27 Sayı: 2, 518 - 538, 18.06.2025

Selen Bilginer Halefoğlu , Doğan Korkmaz , Aylin Talu

https://doi.org/10.32709/akusosbil.1315022

Öz

Bu araştırma, Türkiye’de 1962 yılından bu yana aralıksız olarak kraker, bisküvi, kek, çikolata vb. ürünleri üretmekte olan ETİ markası özelinde, bireylerdeki nostalji eğiliminin, tüketici temelli marka değeri üzerindeki etkisini belirlemek üzere yapılmıştır. ETİ markası özelinde, bireylerdeki nostalji eğiliminin, tüketici temelli marka değeri üzerindeki etkisinin incelenmesi amacıyla, ilişkisel tarama modeli kullanılmıştır. Araştırmanın evrenini, İstanbul İlinde ikamet eden ve ETİ markasını tanıyan 18 yaş üstü tüm yetişkin bireyler oluştururken, araştırmanın örneklem grubunu ise İstanbul İli sınırları içinde ikamet eden ve kolayda örneklem yoluyla, farklı kuşaklardan dengeli olarak rastgele yöntemle seçilmiş 611 yetişkin birey oluşturmaktadır. Nostaljik eğilime sahip bireylerin, bu eğilimlerini tüketim tercihlerine de yansıttıkları görülmüştür. Yapılan araştırmada katılımcıların nostalji eğilim düzeylerinin tüm alt boyutlar için yüksek olduğu bulunmuştur. Katılımcıların, ETİ markası özelinde, marka değerine ilişkin görüşleri ‘orta’ ile ‘çok yüksek’ arasında değişmektedir. Katılımcıların marka sadakatleri ‘orta’ düzeydeyken marka bilinirliği/çağrışımı düzeylerinin ise ‘çok yüksek’ olduğu tespit edilmiştir.Nostalji eğilimi ile algılanan marka sadakati, algılanan kalite, marka bilinirliği/çağrışımı ve algılanan marka değeri arasında anlamlı ilişki olduğu tespit edilmiştir. Buna göre bireylerdeki nostalji eğilimi arttıkça nostaljik olarak nitelendirilen, köklü markalara verilen değer, markaya olan bağlılık ve marka farkındalığının arttığı görülmüştür. Bu nedenle marka değerinin inşa edilmesinde nostalji eğiliminin kullanılması, markaların nostaljik pazarlama uygulamalarına yer vermeleri uygun olacaktır

Anahtar Kelimeler

nostalji eğilimi marka değeri marka sadakati marka çağrışımı

Kaynakça

  • Aaker, D.A. (1991), Managing brand equity: capitalizing on the value of a brand name, New York: The Free Press
  • Aaker, D. A., Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41
  • Aaker, D. (2020) İmza hikayeler yaratmak. (T. Gezer. Çev.). İstanbul: Maltepe Üniversitesi Kitapları.
  • Aktuğlu, K.I. (2016). Marka yönetimi. Güçlü ve başarılı markalar için temel ilkeler. İstanbul: İletişim Yayınları.
  • Austin, L. (2007). Nostalgia in transition, 1780–1917. London: University of Virginia Press.
  • Baker, Stacey Menzel, Kennedy, Patricia F.(1994). Death by nostalgia. A diagnosis of context-specific cases, Advances in Consumer Research, Vol. 21,169-174.
  • Biedenbach, G. and Marell, A. (2009), The impact of customer experience on brand equity in a business-to-business services setting, Journal of Brand Management, Vol. 17, No.6, pp. 446–458.
  • Belk, R.W. (1990). The role of possessions in constructing and maintaining a sense of the past.Advances in Consumer Research,17, 669-676.
  • Boardman, J. (2002). The archaeology of nostalgia. How the Greeks recreated their mythical past. London: Thames & Hudson
  • Boyle, B. A.,Magnusson, P. (2007). Social identity and brand equity formation: a comparative study of collegiate sports fans. Journal of Sport Management, 21(4): 497-520.
  • Büyüköztürk, Ş., Çakmak, E.K., Akgün, Ö.E., Karadeniz, Ş., ve Demirel, F. (2018). Bilimsel araştırma yöntemleri. Ankara: Pegem.
  • Can, A. (2017). SPSS ile bilimsel araştırma sürecinde nicel veri analizi (5. Baskı). Ankara: Pegem Akademi.
  • Chen, C. and Tseng, W. (2010), Exploring Customer-based Airline Brand Equity: Evidence from Taiwan, National Science Council (NSC), Taiwan, pp.24-34
  • Davis, F. (1979). Yearning for yesterday: a sociology of nostalgia, New York: Free Press.
  • Dietrich, G. (2015). Branding and extraversion handbook: a guide for SMEs.EU: European Commission
  • Elliott, R.,Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2):131-144.
  • Epstude, K., Vingerhoets, A. J. (2013). Individual differences in nostalgia proneness: The integrating role of the need to belong. Personality and Individual Differences, 55(8), 904-908.
  • Eser, Z.(2007). Nostaljinin pazar bölümleme değişkeni olarak kullanılması üzerine kavramsal bir çalışma, Ticaret ve Turizm Eğitim Fakültesi Dergisi, Sayı: 1, 115-130.
  • Feldwick, P. (1996), Do we really need “brand equity”?, The Journal of Brand Management, Vol. 4 No. 1, . 9‐28.
  • Fontana, A. (2016). Storytelling d’impresa la guida definitiva. Milano: Hoepli.
  • Green, S.B. and Salkind, N.J. (2014). Using SPSS for windows and macintosh. New Jersey: Pearson.
  • Grisaffe, D.B.ve H.P. Nguyen (2011). Antecedents of emotional attachment to brands, Journal of Business Research, 64(10), 1052-1059.
  • Havlena, W. J.ve Holak, S. L. (1991). The good old days: Observations on nostalgia and its role in consumer behavior, Advances in Consumer Research, Vol. 18, 323-329.
  • Havlena, W. J. ve Holak, S.L., (2000). Nostalgia and nostalgia-proneness: Classification and measurement. Unpublished working paper.
  • Heinberg, M., Katsikeas, C. S., Ozkaya, H. E.,Taube, M. (2020). How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of Marketing Science, 48(5): 869-890
  • Holak, S.L.ve W.J. Havlena (1992). Nostalgia: an exploratory study of themes and emotions in the nostalgic experience, Advances in Consumer Research, 19, 380-387.
  • Holak, S. L., Matveev, A. V.ve Havlena, W. J. (2007). Nostalgia in post-socialist Russia: Exploring applications to advertising strategy. Journal of Business Research, 60,
  • Holak, Susan L., Havlena, William J.ve Matveev, Alexei V. (2006). Exploring nostalgia in russia: Testing the index of nostalgia-proneness, European Advances in Consumer Research, Vol. 7, 2006, 195-200.
  • Holbrook, M. B.(1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes, Journal of Consumer Research, Vol. 20, 245-256.
  • Holbrook, M. B., ve Schindler, R. M. (1994). Age, sex, and attitude toward the past as predictors of consumers’ aesthetic tastes for cultural products. Journal of Marketing Research, 31(3): 412-422.
  • Holbrook, M. B., ve Schindler, R.M. (2003). Nostalgic bonding: exploring the role of nostalgia in the consumption experience. Journal of Consumer Behavior, 3(2), 107-127.
  • Hwang, J., ve Hyun, S.S. (2013). The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: the moderating role of hiatus. International Journal of Hospitality Management, 33, 250-262.
  • Karasar, N. (2017). Bilimsel araştırma yöntemi: kavramlar, ilkeler ve teknikler. Ankara: Nobel Yayınevi.
  • Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing Mark 1993; 57(January):1 - 22.
  • Keskin, H. D., Memiş.S, Retro pazarlama ve pazarlama uygulanmasına yönelik bazı örnekler, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, C. 16, S. 3, 191-202.
  • Köneke, V. (2011). Nostalgia—more bitter than sweet: Are nostalgic people rather sad than happy after all? Germany: GRIN Verlag.
  • Leuthesser, L. (1988). Defining, measuring, and managing brand equity: A conference summary, Marketing Science Institute, Cambridge, MA.
  • McCann, W. H. (1941). Nostalgia: A review of the literature. Psychological Bulletin, 38, 165–182.
  • Ming, T.T., Ismail, H.B. and Rasiah, D. (2011), Hierarchical chain of consumer-based brand equity: review from the fast food ındustry, International Business & Economics Research Journal, Vol. 10 . No.9: pp.67–80
  • Otay Demir, F. (2008) Pazarlamanın nostaljik oyunu: retro markalama, İstanbul Üniversitesi İletişim Fakültesi Dergisi, Sayı: 33, 29-41.
  • Özdamar, K. (2004). Paket Programlar ile İstatistiksel veri Analizi (Çok değişkenli analizler) Eskişehir: Kaan.
  • Özhan, Ş. Altuğ, N. (2017). Demografik değişkenler açısından nostalji eğilimini belirlemeye yönelik bir araştırma. Trakya Üniversitesi Sosyal Bilimler Dergisi. 19(1). 337-350.
  • Rossiter JR, Percy L. (1987). Advertising and promotion management. New York: McGraw-Hill.
  • Rosenbaum-Elliott, R. (2011). Strategic brand management. 2nd Edition. Oxford University Press
  • Simmons, A. (2007). How to use your own stories to communicate with power and impact. Whoever tells the best story wins. USA: Amacom
  • Stem, B. B. (1992). Historical and personal nostalgia in advertising text: The fin de siècle effect. Journal of Advertising, 21(4), 11-22.
  • Sedikides, C., Wildschut, T. (2018). Finding meaning in nostalgia. Review of General Psychology. 22(1).
  • Shindler, R., Holbrook, M. B. (2003). Nostalgia for early experience as a determinant of consumer preferences, Psychology & Marketing, 4, Hoboken NJ
  • Swinker, M. E. and Hines, J. D. (2006), Understanding consumers’ perception of clothing quality: a multidimensional approach, International Journal of Consumer Studies, Vol . 30 (2), pp.218-223
  • Tsiotsou, R. (2006), The role of perceived product quality and overall satisfaction on purchase intentions, International Journal of Consumer Studies, Vol 30 (2), pp.207-217
  • Yiğitol,B. ve Alagöz, B.S (2019). Marka hikayesine yönelik tüketici tepkilerinin belirlenmesi Üzerine Bir Araştırma. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 34,1-28.
  • Yüce, A.,Samsa, Ç., Meriç, K. (2019). Nostalji eğiliminin tüketici temelli marka değeri üzerine etkisi: doğu ekspresi üzerine bir çalışma, MAKÜ İktisadi ve İdari Bilimler Dergisi,6-1, 199-212.
  • Winters, L.C. (1991). Brand equity measures: some recent advances, Marketing Research, Vol. 3, 70-3.
  • Wood, L.M. (1999). Market power and its measurement, European Journal of Marketing, Vol. 33 No. 5/6, 612-631.
  • Yoo, B. and Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.
  • Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, Vol. 52 No. 3, 2-22
  • Internet: ETİ Tarihçe. (n.d.). https://www.etietieti.com/eti-tarihce (Erişim tarihi 20.04.2023)
  • Eti Şirketler Grubu Kurucusu Firuz Kanatlı - ETİ. (1925). https://www.etietieti.com/60inciyil/index.html (Erişim tarihi 20.04.2023)
  • M. P. (2016, August 25). ETİ | Kurumsal Tanıtım Filmi. YouTube. https://www.youtube.com/watch?v=VqhsOoSNyHI (Erişim tarihi 20.04.2023)

The Effect of Nostalgia Proneness on Consumer Based Brand Equity: The Case Of Eti Brand

Yıl 2025, Cilt: 27 Sayı: 2, 518 - 538, 18.06.2025

Selen Bilginer Halefoğlu , Doğan Korkmaz , Aylin Talu

https://doi.org/10.32709/akusosbil.1315022

Öz

This research was conducted to measure the effect of nostalgia proneness in individuals on consumer-based brand equity in the specific case of ETİ brand, which has been producing crackers, biscuits, cakes, chocolate, etc. in Turkey since 1962. In order to examine the effect of nostalgia tendency in individuals on consumer-based brand equity, the relational survey model was used. The sample group of the research consists of 611 adult individuals residing within the borders of Istanbul and randomly selected from different generations through convenience sampling. It has been observed that individuals with nostalgic tendency reflect this tendency to their consumption preferences. In the research, it was found that the nostalgia proneness levels of the participants were high for all sub-dimensions. Participants' opinions on brand equity for ETİ brand vary between 'medium' and 'very high'. While the brand loyalty of the participants was found to be at 'medium' level, the level of brand awareness/relevance was found to be 'very high'. It has been determined that there is a significant relationship between nostalgia proneness and perceived brand loyalty, perceived quality, brand awareness/association and perceived brand value. Accordingly, as the nostalgia proneness in individuals increases, it is seen that the value given to nostalgic, well-established brands, brand loyalty and brand awareness increase. For this reason, it would be appropriate to use nostalgia proneness in the construction of brand value and for brands to include nostalgic marketing practices.

Anahtar Kelimeler

nostalgia proneness brand equity brand loyalty brand association

Kaynakça

  • Aaker, D.A. (1991), Managing brand equity: capitalizing on the value of a brand name, New York: The Free Press
  • Aaker, D. A., Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41
  • Aaker, D. (2020) İmza hikayeler yaratmak. (T. Gezer. Çev.). İstanbul: Maltepe Üniversitesi Kitapları.
  • Aktuğlu, K.I. (2016). Marka yönetimi. Güçlü ve başarılı markalar için temel ilkeler. İstanbul: İletişim Yayınları.
  • Austin, L. (2007). Nostalgia in transition, 1780–1917. London: University of Virginia Press.
  • Baker, Stacey Menzel, Kennedy, Patricia F.(1994). Death by nostalgia. A diagnosis of context-specific cases, Advances in Consumer Research, Vol. 21,169-174.
  • Biedenbach, G. and Marell, A. (2009), The impact of customer experience on brand equity in a business-to-business services setting, Journal of Brand Management, Vol. 17, No.6, pp. 446–458.
  • Belk, R.W. (1990). The role of possessions in constructing and maintaining a sense of the past.Advances in Consumer Research,17, 669-676.
  • Boardman, J. (2002). The archaeology of nostalgia. How the Greeks recreated their mythical past. London: Thames & Hudson
  • Boyle, B. A.,Magnusson, P. (2007). Social identity and brand equity formation: a comparative study of collegiate sports fans. Journal of Sport Management, 21(4): 497-520.
  • Büyüköztürk, Ş., Çakmak, E.K., Akgün, Ö.E., Karadeniz, Ş., ve Demirel, F. (2018). Bilimsel araştırma yöntemleri. Ankara: Pegem.
  • Can, A. (2017). SPSS ile bilimsel araştırma sürecinde nicel veri analizi (5. Baskı). Ankara: Pegem Akademi.
  • Chen, C. and Tseng, W. (2010), Exploring Customer-based Airline Brand Equity: Evidence from Taiwan, National Science Council (NSC), Taiwan, pp.24-34
  • Davis, F. (1979). Yearning for yesterday: a sociology of nostalgia, New York: Free Press.
  • Dietrich, G. (2015). Branding and extraversion handbook: a guide for SMEs.EU: European Commission
  • Elliott, R.,Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2):131-144.
  • Epstude, K., Vingerhoets, A. J. (2013). Individual differences in nostalgia proneness: The integrating role of the need to belong. Personality and Individual Differences, 55(8), 904-908.
  • Eser, Z.(2007). Nostaljinin pazar bölümleme değişkeni olarak kullanılması üzerine kavramsal bir çalışma, Ticaret ve Turizm Eğitim Fakültesi Dergisi, Sayı: 1, 115-130.
  • Feldwick, P. (1996), Do we really need “brand equity”?, The Journal of Brand Management, Vol. 4 No. 1, . 9‐28.
  • Fontana, A. (2016). Storytelling d’impresa la guida definitiva. Milano: Hoepli.
  • Green, S.B. and Salkind, N.J. (2014). Using SPSS for windows and macintosh. New Jersey: Pearson.
  • Grisaffe, D.B.ve H.P. Nguyen (2011). Antecedents of emotional attachment to brands, Journal of Business Research, 64(10), 1052-1059.
  • Havlena, W. J.ve Holak, S. L. (1991). The good old days: Observations on nostalgia and its role in consumer behavior, Advances in Consumer Research, Vol. 18, 323-329.
  • Havlena, W. J. ve Holak, S.L., (2000). Nostalgia and nostalgia-proneness: Classification and measurement. Unpublished working paper.
  • Heinberg, M., Katsikeas, C. S., Ozkaya, H. E.,Taube, M. (2020). How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of Marketing Science, 48(5): 869-890
  • Holak, S.L.ve W.J. Havlena (1992). Nostalgia: an exploratory study of themes and emotions in the nostalgic experience, Advances in Consumer Research, 19, 380-387.
  • Holak, S. L., Matveev, A. V.ve Havlena, W. J. (2007). Nostalgia in post-socialist Russia: Exploring applications to advertising strategy. Journal of Business Research, 60,
  • Holak, Susan L., Havlena, William J.ve Matveev, Alexei V. (2006). Exploring nostalgia in russia: Testing the index of nostalgia-proneness, European Advances in Consumer Research, Vol. 7, 2006, 195-200.
  • Holbrook, M. B.(1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes, Journal of Consumer Research, Vol. 20, 245-256.
  • Holbrook, M. B., ve Schindler, R. M. (1994). Age, sex, and attitude toward the past as predictors of consumers’ aesthetic tastes for cultural products. Journal of Marketing Research, 31(3): 412-422.
  • Holbrook, M. B., ve Schindler, R.M. (2003). Nostalgic bonding: exploring the role of nostalgia in the consumption experience. Journal of Consumer Behavior, 3(2), 107-127.
  • Hwang, J., ve Hyun, S.S. (2013). The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: the moderating role of hiatus. International Journal of Hospitality Management, 33, 250-262.
  • Karasar, N. (2017). Bilimsel araştırma yöntemi: kavramlar, ilkeler ve teknikler. Ankara: Nobel Yayınevi.
  • Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing Mark 1993; 57(January):1 - 22.
  • Keskin, H. D., Memiş.S, Retro pazarlama ve pazarlama uygulanmasına yönelik bazı örnekler, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, C. 16, S. 3, 191-202.
  • Köneke, V. (2011). Nostalgia—more bitter than sweet: Are nostalgic people rather sad than happy after all? Germany: GRIN Verlag.
  • Leuthesser, L. (1988). Defining, measuring, and managing brand equity: A conference summary, Marketing Science Institute, Cambridge, MA.
  • McCann, W. H. (1941). Nostalgia: A review of the literature. Psychological Bulletin, 38, 165–182.
  • Ming, T.T., Ismail, H.B. and Rasiah, D. (2011), Hierarchical chain of consumer-based brand equity: review from the fast food ındustry, International Business & Economics Research Journal, Vol. 10 . No.9: pp.67–80
  • Otay Demir, F. (2008) Pazarlamanın nostaljik oyunu: retro markalama, İstanbul Üniversitesi İletişim Fakültesi Dergisi, Sayı: 33, 29-41.
  • Özdamar, K. (2004). Paket Programlar ile İstatistiksel veri Analizi (Çok değişkenli analizler) Eskişehir: Kaan.
  • Özhan, Ş. Altuğ, N. (2017). Demografik değişkenler açısından nostalji eğilimini belirlemeye yönelik bir araştırma. Trakya Üniversitesi Sosyal Bilimler Dergisi. 19(1). 337-350.
  • Rossiter JR, Percy L. (1987). Advertising and promotion management. New York: McGraw-Hill.
  • Rosenbaum-Elliott, R. (2011). Strategic brand management. 2nd Edition. Oxford University Press
  • Simmons, A. (2007). How to use your own stories to communicate with power and impact. Whoever tells the best story wins. USA: Amacom
  • Stem, B. B. (1992). Historical and personal nostalgia in advertising text: The fin de siècle effect. Journal of Advertising, 21(4), 11-22.
  • Sedikides, C., Wildschut, T. (2018). Finding meaning in nostalgia. Review of General Psychology. 22(1).
  • Shindler, R., Holbrook, M. B. (2003). Nostalgia for early experience as a determinant of consumer preferences, Psychology & Marketing, 4, Hoboken NJ
  • Swinker, M. E. and Hines, J. D. (2006), Understanding consumers’ perception of clothing quality: a multidimensional approach, International Journal of Consumer Studies, Vol . 30 (2), pp.218-223
  • Tsiotsou, R. (2006), The role of perceived product quality and overall satisfaction on purchase intentions, International Journal of Consumer Studies, Vol 30 (2), pp.207-217
  • Yiğitol,B. ve Alagöz, B.S (2019). Marka hikayesine yönelik tüketici tepkilerinin belirlenmesi Üzerine Bir Araştırma. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 34,1-28.
  • Yüce, A.,Samsa, Ç., Meriç, K. (2019). Nostalji eğiliminin tüketici temelli marka değeri üzerine etkisi: doğu ekspresi üzerine bir çalışma, MAKÜ İktisadi ve İdari Bilimler Dergisi,6-1, 199-212.
  • Winters, L.C. (1991). Brand equity measures: some recent advances, Marketing Research, Vol. 3, 70-3.
  • Wood, L.M. (1999). Market power and its measurement, European Journal of Marketing, Vol. 33 No. 5/6, 612-631.
  • Yoo, B. and Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.
  • Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, Vol. 52 No. 3, 2-22
  • Internet: ETİ Tarihçe. (n.d.). https://www.etietieti.com/eti-tarihce (Erişim tarihi 20.04.2023)
  • Eti Şirketler Grubu Kurucusu Firuz Kanatlı - ETİ. (1925). https://www.etietieti.com/60inciyil/index.html (Erişim tarihi 20.04.2023)
  • M. P. (2016, August 25). ETİ | Kurumsal Tanıtım Filmi. YouTube. https://www.youtube.com/watch?v=VqhsOoSNyHI (Erişim tarihi 20.04.2023)
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Endüstriyel Pazarlama, Ürün ve Marka Yönetimi
Bölüm İktisadi ve İdari Bilimler
Yazarlar

Selen Bilginer Halefoğlu 0000-0002-2279-4433

Doğan Korkmaz 0000-0002-9498-0665

Aylin Talu 0000-0001-6427-2767

Yayımlanma Tarihi 18 Haziran 2025
Gönderilme Tarihi 15 Haziran 2023
Yayımlandığı Sayı Yıl 2025 Cilt: 27 Sayı: 2

Kaynak Göster

APA Bilginer Halefoğlu, S., Korkmaz, D., & Talu, A. (2025). Nostalji Eğiliminin Tüketici Temelli Marka Değeri Üzerine Etkisi: Eti Markası Örneği. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 27(2), 518-538. https://doi.org/10.32709/akusosbil.1315022
 Kapak Resmi İndir

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