Research Article
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INVESTIGATION OF THE MODERATOR ROLE OF BRAND VALUE AND BRAND LOVE IN THE EFFECT OF WOM ON PERCEIVED FINANCIAL PERFORMANCE

Year 2023, Volume: 8 Issue: 16, 234 - 250, 31.12.2023

İbrahim Aydın Ahmet Ünal

https://doi.org/10.54831/vanyyuiibfd.1361361

Abstract

In this study, besides the moderator roles of brand equity and brand love in the effect of word of mouth on perceived financial performance, the direct effects of word of mouth on perceived financial performance, brand equity and brand love were investigated. In addition, the direct effects of brand equity and brand love on perceived financial performance were investigated. The sample of the study consists of 190 people who are Ziraat Katılım Bank customers. The sample was reached by online survey method. Structural equation modeling and process macro were used in the analysis of the obtained data. According to the results obtained, word of mouth and brand equity do not have a significant effect on perceived financial performance. A positive and significant effect of brand love on perceived financial performance was found. Word of mouth has a direct positive effect on both brand equity and brand love. It has been observed that brand love and brand equity have moderator roles in the effect of word of mouth on perceived financial performance.

Keywords

Perceived Financial Performance Word of Mouth Brand Equity

References

  • Aaker, D. A., (1992). The Value of Brand Equity. Journal of Business Strategy, Cilt: 13, Sayı: 4, 27-32.
  • Ahuvia, A., Rauschnabel, P. A. & Rindfleisch, A., (2021). Is Brand Love Materialistic?. Journal of Product & Brand Management, Cilt: 30, Sayı: 3, 467-480
  • Albert, N. & Merunka, D., (2013). The Role of Brand Love in Consumer‐Brand Relationships. Journal of Consumer Marketing, Cilt: 30, Sayı: 3, 258-266.
  • Albert, N., & Merunka, D., (2015). Role of Brand Love in Consumer Brand Relationships. Consumer Brand Relationships Meaning, Measuring, Managing (pp. 15-30). London: Palgrave Macmillan.
  • Allsop, D. T., Bassett, B. R., & Hoskins, J. A., (2007). Word-Of-Mouth Research: Principles And Applications. Journal of advertising research, Cilt: 47, Sayı: 4, 398-411.
  • Aydın, İ., (2021). Nüfuz Pazarlamasında (Influencer Marketing) Nüfuzluya Güvenin Marka Değeri, Marka Aşkı Ve Satın Alma Niyeti Üzerindeki Etkisinin Araştırılması. JOEEP: Journal of Emerging Economies and Policy, Cilt: 6, Sayı: 2, 213-225.
  • Bagozzi, R. P., Yi, Y. & Phillips, L. W., (1991). Assessing Construct Validity In Organizational Research. Administrative Science Quarterly, Cilt: 36, Sayı: 3, 421-458.
  • Bankacılık Düzenleme ve Denetleme Kurumu, (2023). Günlük Bülten, Tarih: 4 Temmuz 2023 Salı. https://www.bddk.org.tr/BultenGunluk/
  • Batra, R., Ahuvia, A., & Bagozzi, R. P., (2012). Brand Love. Journal of Marketing, Cilt: 76, Sayı: 2, 1–16.
  • Buttle, F. A., (1998). Word Of Mouth: Understanding And Managing Referral Marketing. Journal of Strategic Marketing, Cilt: 6, Sayı: 3, 241-254.
  • Carroll, B. A. & Ahuvia, A. C., (2006). Some Antecedents And Outcomes Of Brand Love. Market Letters, Cilt: 17, 79–89. Casaló, L.V., Flavián, C. & Guinalíu, M., (2008). The Role Of Satisfaction And Website Usability In Developing Customer Loyalty And Positive Word‐Of‐Mouth In The E‐Banking Services. International Journal of Bank Marketing, Cilt: 26, Sayı: 6, 399-417.
  • Chawdhary, R. & Riley, F. D.,(2015). Investigating The Consequences Of Word Of Mouth From A WOM Sender’s Perspective In The Services Context. Journal of Marketing Management, Cilt: 31, Sayı: 9-10, 1018-1039.
  • Christiansen, T. & Tax, S. S., (2000). Measuring Word Of Mouth: The Questions Of Who And When?. Journal of Marketing Communications, Cilt: 6, Sayı: 3, 185-199.
  • Farzin, M., Sadeghi, M., Yahyayi Kharkeshi, F., Ruholahpur, H. & Fattahi, M., (2021). Extending UTAUT2 In M-Banking Adoption And Actual Use Behavior: Does WOM Communication Matter?. Asian Journal of Economics and Banking, Cilt: 5, Sayı: 2, 136-157.
  • Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F., (2010). e-WOM Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, Cilt: 27, Sayı: 1, 5-23.
  • Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J., (2006). eWOM: The Impact Of Customer-To-Customer Online Know-How Exchange On Customer Value And Loyalty. Journal of Business research, Cilt: 59, Sayı: 4, 449-456.
  • Gumparthi, V. P. & Patra, S., (2020). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, Cilt: 19, Sayı: 2, 93-132.
  • Gülmez, M., (2011). İnternet Üzerinde Ağızdan Ağıza Pazarlama Uygulama Örnekleri. Journal of Internet Applications and Management, Cilt: 2, Sayı: 1, 29-36.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L., (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
  • Huete-Alcocer, N., (2017). A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior. Frontiers in Psychology, Cilt: 8, 1-4.
  • İslamoğlu, A. H., (2009). Sosyal Bilimlerde Araştırma Yöntemleri. İzmit: Beta Basım Yayım Dağıtım A.Ş.
  • Ismail, A. R. & Spinelli, G., (2012). Effects Of Brand Love, Personality And Image On Word Of Mouth: The Case Of Fashion Brands Among Young Consumers. Journal of Fashion Marketing and Management: An International Journal, Cilt: 16, Sayı: 4, 386-398.
  • Joshi, R & Garg, P., (2021). Role Of Brand Experience In Shaping Brand Love. International Journal of Consumer Studies, Cilt: 45, Sayı: 2, 259– 272.
  • Karjaluoto, H., Munnukka, J., & Kiuru, K., (2016). Brand Love And Positive Word Of Mouth: The Moderating Effects Of Experience And Price. Journal of Product & Brand Management, Cilt: 25, Sayı: 6, 527-537.
  • Kim, H. B., Gon Kim, W., & An, J. A., (2003). The Effect Of Consumer‐Based Brand Equity On Firms’ Financial Performance. Journal of Consumer Marketing, Cilt: 20, Sayı: 4, 335-351.
  • Kotler, P. & Armstrong, G., (2012). Principles Of Marketing. Pearson Education Limited.
  • Lovett, M. J., Peres, R., & Shachar, R., (2013). On Brands and Word of Mouth. Journal of Marketing Research, Cilt: 50, Sayı: 4, 427–444.
  • Mahadin, B. K. & Akroush, M. N., (2019). A Study Of Factors Affecting Word Of Mouth (WOM) Towards Islamic Banking (IB) In Jordan. International Journal of Emerging Markets, Cilt: 14, Sayı: 4, 639-667.
  • Mangold, G. W., Miller, F. & Brockway, G. R., (1999). Word‐Of‐Mouth Communication In The Service Marketplace. Journal of Services Marketing, Cilt: 13, Sayı: 1, 73-89.
  • Murphy, J. M., (1992). What Is Branding?. Branding: A Key Marketing Tool. Palgrave Macmillan (pp. 1-12), London: Palgrave Macmillan.
  • Murtiasih, S., & Siringoringo, H., (2013). How Word Of Mouth İnfluence Brand Equity For Automotive Products In Indonesia. Procedia-Social and Behavioral Sciences, Cilt: 81, 40-44.
  • Narteh, B., (2018). Brand Equity And Financial Performance: The Moderating Role Of Brand Likeability. Marketing Intelligence & Planning, Cilt: 36, Sayı: 3, 381-395.
  • Nguyen, H. T., & Feng, H., (2021). Antecedents And Financial İmpacts Of Building Brand Love. International Journal of Research in Marketing, Cilt: 38, Sayı: 3, 572-592.
  • Onurlubaş, E. & Altunışık, R., (2019). Marka Güveninin Satın Alma Niyeti Üzerindeki Etkisinde Marka Aşkının Aracılık Rolü. Kesit Akademi Dergisi, Cilt: 18, 116-135.
  • Pina, R. & Dias, Á., (2021). The Influence Of Brand Experiences On Consumer-Based Brand Equity. Journal of brand Management, Cilt: 28, 99–115.
  • Raguseo, E., & Vitari, C., (2017). The Effect Of Brand On The İmpact Of e-WOM On Hotels’ Financial Performance. International Journal of Electronic Commerce, Cilt: 21, Sayı: 2, 249-269.
  • Roy, S., Eshghi, A. & Sarkar, A., (2013). Antecedents And Consequences Of Brand Love. Journal of Brand Management, Cilt: 20, 325–332.
  • Stevens, J., (1996). Applied Multivariate Statistics for the Social Sciences. Mahwah, NJ: Lawrence Erlbaum.
  • Sweeney, J., Soutar, G. & Mazzarol, T., (2014). Factors Enhancing Word-Of-Mouth İnfluence: Positive And Negative Service-Related Messages. European Journal of Marketing, Cilt:48 Sayı: 1/2, 336-359.
  • Syahrivar, J., & Ichlas, A. M., (2018). The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers' Involvements in Purchasing Decisions?. The Asian Journal of Technology Management, Cilt: 11, Sayı: 1, 57-69.
  • Tabachnick, B.G., & L.S. Fidell., (2013). Using Multivariate Statistics. Boston: Allyn and Bacon.
  • T.C. Hazine Ve Maliye Bakanlığı, Mali Suçları Araştırma Kurulu Başkanlığı. (2020). Bankalar Sektör Araştırma Raporu. https://ms.hmb.gov.tr/uploads/2020/12/BANKALAR-sektor-arastirma-raporu-2020.pdf
  • Türkiye Bankalar Birliği. (2023). 07.07.2023 Tarihi İtibarıyla Gruplar Bazında, Banka ve Bankaların Şube Sayıları. https://www.tbb.org.tr/modules/banka-bilgileri/banka_sube_bilgileri.asp
  • v. Wangenheim, F. & Bayón, T., (2004). The Effect Of Word Of Mouth On Services Switching: Measurement And Moderating Variables. European Journal of Marketing, Cilt: 38, Sayı: 9/10, 1173-1185.
  • van Tonder, E., Petzer, D. J., van Vuuren, N. & De Beer, L. T., (2018). Perceived Value, Relationship Quality And Positive WOM Intention In Banking. International Journal of Bank Marketing, Cilt: 36, Sayı: 7, 1347-1366.
  • Yaşlıoğlu, M. M., (2017). Sosyal Bilimlerde Faktör Analizi Ve Geçerlilik: Keşfedici Ve Doğrulayıcı Faktör Analizlerinin Kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, Cilt:46, 74-85.
  • Yoo, B. & Donthu, N., (2001). Developing And Validating A Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, Cilt: 52, Sayı: 1, 1-14.

AĞIZDAN AĞIZA İLETİŞİMİN ALGILANAN FİNANSAL PERFORMANS ÜZERİNDEKİ ETKİSİNDE MARKA DEĞERİ VE MARKA AŞKININ DÜZENLEYİCİ ROLÜNÜN İNCELENMESİ

Year 2023, Volume: 8 Issue: 16, 234 - 250, 31.12.2023

İbrahim Aydın Ahmet Ünal

https://doi.org/10.54831/vanyyuiibfd.1361361

Abstract

Bu çalışmada ağızdan ağıza iletişimin algılanan finansal performans üzerindeki etkisinde marka değeri ve marka aşkının düzenleyici rollerinin yanında ağızdan ağıza iletişimin algılanan finansal performans, marka değeri ve marka aşkı üzerindeki doğrudan etkileri araştırılmıştır. Ayrıca marka değeri ve marka aşkının algılanan finansal performans üzerindeki doğrudan etkileri araştırılmıştır. Çalışmanın örneklemini Ziraat Katılım Bankası müşterileri olan 190 kişi oluşturmaktadır. Örnekleme online anket yöntemiyle ulaşılmıştır. Elde edilen verilerin analizinde yapısal eşitlik modellemesi ve process macro kullanılmıştır. Elde edilen sonuçlara göre ağızdan ağıza iletişimin ve marka değerinin algılanan finansal performans üzerinde anlamlı bir etkisi bulunmamaktadır. Marka aşkının ise algılanan finansal performans üzerinde olumlu ve anlamlı etkisine rastlanmıştır. Ağızdan ağıza iletişimin hem marka değeri hem de marka aşkı üzerinde doğrudan olumlu etkisi bulunmuştur. Ağızdan ağıza iletişimin algılanan finansal performans üzerindeki etkisinde marka aşkı ve marka değerinin düzenleyici rollerinin olduğu görülmüştür.

Keywords

Algılanan Finansal Performans Ağızdan Ağıza İletişim Marka Değeri

References

  • Aaker, D. A., (1992). The Value of Brand Equity. Journal of Business Strategy, Cilt: 13, Sayı: 4, 27-32.
  • Ahuvia, A., Rauschnabel, P. A. & Rindfleisch, A., (2021). Is Brand Love Materialistic?. Journal of Product & Brand Management, Cilt: 30, Sayı: 3, 467-480
  • Albert, N. & Merunka, D., (2013). The Role of Brand Love in Consumer‐Brand Relationships. Journal of Consumer Marketing, Cilt: 30, Sayı: 3, 258-266.
  • Albert, N., & Merunka, D., (2015). Role of Brand Love in Consumer Brand Relationships. Consumer Brand Relationships Meaning, Measuring, Managing (pp. 15-30). London: Palgrave Macmillan.
  • Allsop, D. T., Bassett, B. R., & Hoskins, J. A., (2007). Word-Of-Mouth Research: Principles And Applications. Journal of advertising research, Cilt: 47, Sayı: 4, 398-411.
  • Aydın, İ., (2021). Nüfuz Pazarlamasında (Influencer Marketing) Nüfuzluya Güvenin Marka Değeri, Marka Aşkı Ve Satın Alma Niyeti Üzerindeki Etkisinin Araştırılması. JOEEP: Journal of Emerging Economies and Policy, Cilt: 6, Sayı: 2, 213-225.
  • Bagozzi, R. P., Yi, Y. & Phillips, L. W., (1991). Assessing Construct Validity In Organizational Research. Administrative Science Quarterly, Cilt: 36, Sayı: 3, 421-458.
  • Bankacılık Düzenleme ve Denetleme Kurumu, (2023). Günlük Bülten, Tarih: 4 Temmuz 2023 Salı. https://www.bddk.org.tr/BultenGunluk/
  • Batra, R., Ahuvia, A., & Bagozzi, R. P., (2012). Brand Love. Journal of Marketing, Cilt: 76, Sayı: 2, 1–16.
  • Buttle, F. A., (1998). Word Of Mouth: Understanding And Managing Referral Marketing. Journal of Strategic Marketing, Cilt: 6, Sayı: 3, 241-254.
  • Carroll, B. A. & Ahuvia, A. C., (2006). Some Antecedents And Outcomes Of Brand Love. Market Letters, Cilt: 17, 79–89. Casaló, L.V., Flavián, C. & Guinalíu, M., (2008). The Role Of Satisfaction And Website Usability In Developing Customer Loyalty And Positive Word‐Of‐Mouth In The E‐Banking Services. International Journal of Bank Marketing, Cilt: 26, Sayı: 6, 399-417.
  • Chawdhary, R. & Riley, F. D.,(2015). Investigating The Consequences Of Word Of Mouth From A WOM Sender’s Perspective In The Services Context. Journal of Marketing Management, Cilt: 31, Sayı: 9-10, 1018-1039.
  • Christiansen, T. & Tax, S. S., (2000). Measuring Word Of Mouth: The Questions Of Who And When?. Journal of Marketing Communications, Cilt: 6, Sayı: 3, 185-199.
  • Farzin, M., Sadeghi, M., Yahyayi Kharkeshi, F., Ruholahpur, H. & Fattahi, M., (2021). Extending UTAUT2 In M-Banking Adoption And Actual Use Behavior: Does WOM Communication Matter?. Asian Journal of Economics and Banking, Cilt: 5, Sayı: 2, 136-157.
  • Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F., (2010). e-WOM Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, Cilt: 27, Sayı: 1, 5-23.
  • Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J., (2006). eWOM: The Impact Of Customer-To-Customer Online Know-How Exchange On Customer Value And Loyalty. Journal of Business research, Cilt: 59, Sayı: 4, 449-456.
  • Gumparthi, V. P. & Patra, S., (2020). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, Cilt: 19, Sayı: 2, 93-132.
  • Gülmez, M., (2011). İnternet Üzerinde Ağızdan Ağıza Pazarlama Uygulama Örnekleri. Journal of Internet Applications and Management, Cilt: 2, Sayı: 1, 29-36.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L., (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
  • Huete-Alcocer, N., (2017). A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior. Frontiers in Psychology, Cilt: 8, 1-4.
  • İslamoğlu, A. H., (2009). Sosyal Bilimlerde Araştırma Yöntemleri. İzmit: Beta Basım Yayım Dağıtım A.Ş.
  • Ismail, A. R. & Spinelli, G., (2012). Effects Of Brand Love, Personality And Image On Word Of Mouth: The Case Of Fashion Brands Among Young Consumers. Journal of Fashion Marketing and Management: An International Journal, Cilt: 16, Sayı: 4, 386-398.
  • Joshi, R & Garg, P., (2021). Role Of Brand Experience In Shaping Brand Love. International Journal of Consumer Studies, Cilt: 45, Sayı: 2, 259– 272.
  • Karjaluoto, H., Munnukka, J., & Kiuru, K., (2016). Brand Love And Positive Word Of Mouth: The Moderating Effects Of Experience And Price. Journal of Product & Brand Management, Cilt: 25, Sayı: 6, 527-537.
  • Kim, H. B., Gon Kim, W., & An, J. A., (2003). The Effect Of Consumer‐Based Brand Equity On Firms’ Financial Performance. Journal of Consumer Marketing, Cilt: 20, Sayı: 4, 335-351.
  • Kotler, P. & Armstrong, G., (2012). Principles Of Marketing. Pearson Education Limited.
  • Lovett, M. J., Peres, R., & Shachar, R., (2013). On Brands and Word of Mouth. Journal of Marketing Research, Cilt: 50, Sayı: 4, 427–444.
  • Mahadin, B. K. & Akroush, M. N., (2019). A Study Of Factors Affecting Word Of Mouth (WOM) Towards Islamic Banking (IB) In Jordan. International Journal of Emerging Markets, Cilt: 14, Sayı: 4, 639-667.
  • Mangold, G. W., Miller, F. & Brockway, G. R., (1999). Word‐Of‐Mouth Communication In The Service Marketplace. Journal of Services Marketing, Cilt: 13, Sayı: 1, 73-89.
  • Murphy, J. M., (1992). What Is Branding?. Branding: A Key Marketing Tool. Palgrave Macmillan (pp. 1-12), London: Palgrave Macmillan.
  • Murtiasih, S., & Siringoringo, H., (2013). How Word Of Mouth İnfluence Brand Equity For Automotive Products In Indonesia. Procedia-Social and Behavioral Sciences, Cilt: 81, 40-44.
  • Narteh, B., (2018). Brand Equity And Financial Performance: The Moderating Role Of Brand Likeability. Marketing Intelligence & Planning, Cilt: 36, Sayı: 3, 381-395.
  • Nguyen, H. T., & Feng, H., (2021). Antecedents And Financial İmpacts Of Building Brand Love. International Journal of Research in Marketing, Cilt: 38, Sayı: 3, 572-592.
  • Onurlubaş, E. & Altunışık, R., (2019). Marka Güveninin Satın Alma Niyeti Üzerindeki Etkisinde Marka Aşkının Aracılık Rolü. Kesit Akademi Dergisi, Cilt: 18, 116-135.
  • Pina, R. & Dias, Á., (2021). The Influence Of Brand Experiences On Consumer-Based Brand Equity. Journal of brand Management, Cilt: 28, 99–115.
  • Raguseo, E., & Vitari, C., (2017). The Effect Of Brand On The İmpact Of e-WOM On Hotels’ Financial Performance. International Journal of Electronic Commerce, Cilt: 21, Sayı: 2, 249-269.
  • Roy, S., Eshghi, A. & Sarkar, A., (2013). Antecedents And Consequences Of Brand Love. Journal of Brand Management, Cilt: 20, 325–332.
  • Stevens, J., (1996). Applied Multivariate Statistics for the Social Sciences. Mahwah, NJ: Lawrence Erlbaum.
  • Sweeney, J., Soutar, G. & Mazzarol, T., (2014). Factors Enhancing Word-Of-Mouth İnfluence: Positive And Negative Service-Related Messages. European Journal of Marketing, Cilt:48 Sayı: 1/2, 336-359.
  • Syahrivar, J., & Ichlas, A. M., (2018). The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers' Involvements in Purchasing Decisions?. The Asian Journal of Technology Management, Cilt: 11, Sayı: 1, 57-69.
  • Tabachnick, B.G., & L.S. Fidell., (2013). Using Multivariate Statistics. Boston: Allyn and Bacon.
  • T.C. Hazine Ve Maliye Bakanlığı, Mali Suçları Araştırma Kurulu Başkanlığı. (2020). Bankalar Sektör Araştırma Raporu. https://ms.hmb.gov.tr/uploads/2020/12/BANKALAR-sektor-arastirma-raporu-2020.pdf
  • Türkiye Bankalar Birliği. (2023). 07.07.2023 Tarihi İtibarıyla Gruplar Bazında, Banka ve Bankaların Şube Sayıları. https://www.tbb.org.tr/modules/banka-bilgileri/banka_sube_bilgileri.asp
  • v. Wangenheim, F. & Bayón, T., (2004). The Effect Of Word Of Mouth On Services Switching: Measurement And Moderating Variables. European Journal of Marketing, Cilt: 38, Sayı: 9/10, 1173-1185.
  • van Tonder, E., Petzer, D. J., van Vuuren, N. & De Beer, L. T., (2018). Perceived Value, Relationship Quality And Positive WOM Intention In Banking. International Journal of Bank Marketing, Cilt: 36, Sayı: 7, 1347-1366.
  • Yaşlıoğlu, M. M., (2017). Sosyal Bilimlerde Faktör Analizi Ve Geçerlilik: Keşfedici Ve Doğrulayıcı Faktör Analizlerinin Kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, Cilt:46, 74-85.
  • Yoo, B. & Donthu, N., (2001). Developing And Validating A Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, Cilt: 52, Sayı: 1, 1-14.
There are 47 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

İbrahim Aydın 0000-0002-0720-364X

Ahmet Ünal 0000-0003-1785-9367

Early Pub Date December 31, 2023
Publication Date December 31, 2023
Submission Date September 15, 2023
Published in Issue Year 2023 Volume: 8 Issue: 16

Cite

APA Aydın, İ., & Ünal, A. (2023). AĞIZDAN AĞIZA İLETİŞİMİN ALGILANAN FİNANSAL PERFORMANS ÜZERİNDEKİ ETKİSİNDE MARKA DEĞERİ VE MARKA AŞKININ DÜZENLEYİCİ ROLÜNÜN İNCELENMESİ. Van Yüzüncü Yıl Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 8(16), 234-250. https://doi.org/10.54831/vanyyuiibfd.1361361
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