Browsing by Author "Taqi, Muhammad"

Now showing 1 - 3 of 3

Citation - WoS: 1
Citation - Scopus: 1
Construal Level Theory Approach To Mixed Emotions of Brand Hate and Brand Love
(Int Business Information Management Assoc-Ibima, 2018) Tugrul, Tugba Orten; Taqi, Muhammad
The current conceptual study aims to examine how consumers experience mixed emotions of brand love and brand hate derived from different levels of brand-related sources, and building on construal level theory, explain how these mixed feelings interactively influence activation of different levels of consumer construals, and in turn, overall brand evaluations. Firstly, a brand love-hate mixed emotions matrix is developed to show three different sources of brand hate-love mixed emotions: product, user and corporate. Then, building on construal level theory, there is a discussion of how these mixed emotions may activate distinct construal level mindsets that, in turn, influence brand attitudes.
Citation - WoS: 6
Marketing Concept Evolution: a Bibliometrics Co-Occurrence Analysis
(Sumy State Univ, Dept Marketing & Mia, 2019) Taqi, Muhammad; Gurkaynak, Nilgun; Gencer, Mehmet
This study examines how scholarly research on marketing has evolved since the beginning of the millennium, and how the marketing academia has responded to the call for reform in 2006. The main purpose of the study is to find out the directions in which the marketing academia was before the call of reform and how/if the direction changed after the call of reform and has/has not evolved the marketing concept. The call for a reform in marketing academia has pointed out the number of issues which marketing has been facing, yet no proper actions were taken by the scholarly body in the past. This study investigates the topics of study which were in focus before the call of reform in comparison to the topics which were emphasized on after the call. In order to understand if changes took place, the authors used a bibliometrics approach known as co-word analysis. VOSviewer software was used for carrying out co-word (keyword co-occurrence) analysis. The data for the study was attained via the SCOPUS database. The body of literature under review is comprised of a corpus of 3,618 articles from top 11 marketing journals according to the citation index of SCOPUS database. In addition to general marketing journals, the list includes journals from some of the specialized areas such as channel and supply management, consumer behaviour, interactive and international marketing. The keyword analysis sought to identify trends in marketing research and compared findings to the call of a possible reform in the field of marketing as presented in the 2006 compilation of articles written by over 40 well-known scholars in the marketing discipline edited by Sheth and Sisodia. Through keyword analysis, the authors developed eight themes to which the keywords belonged. The keyword analysis empirically confirms and theoretically proves there is a change in trend since the call of reform which shows the changes taking place in the evolution of marketing concept. A lot of new topics appeared which the call had emphasized on, lots of the topics were left behind, and several were carried on after the call. Based on the results of the analysis we hold that the call for the reform was responded by the academia to a certain extent. These results of the study are useful to see how the academia responded to call for reform and to see the changes brought in the marketing research since the call for reform. Alongside, to the knowledge of authors, there currently is no study to see whether the call for reform by the top marketing scholars was given any importance or not, or whether if it brought any changes.
Citation - WoS: 9
Citation - Scopus: 10
The Phenomenon of Brand Hate: a Systematic Literature Review
(Routledge journals, taylor & francis ltd, 2024) Taqi, Muhammad; Bagozzi, Richard P.; Tugrul, Tugba; Yaprak, Attila
Research on the positive emotions that consumers develop toward brands is well-established in the marketing literature. Studies on the negative consumer emotions toward brands have been relatively new but growing. In this paper, we report findings from a systematic literature review on one of these emotions, brand hate. We identify the antecedents and possible consequences of brand hate, comment on the literature strands that have come to define brand hate to date, and the methodologies that have been used to examine brand hate relationships. We offer a conceptual model that views brand hate as a mediational influence on brand hate antecedents and outcomes. We comment on the theoretical foundations' researchers have used as conceptual anchors in their studies and offer promising questions for future research on brand hate issues.