Araştırma Makalesi
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ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA

Yıl 2021, Cilt: 9 Sayı: 1, 165 - 181, 01.06.2021
https://doi.org/10.14514/BYK.m.26515393.2021.9/1.165-181

Öz

Küresel tedarik zinciri içinde yer alan limanlar yoğun rekabet ortamında müşterilerin ilgisini çekmek ve mevcut müşterilerini tutundurmak zorundadırlar. Bu zorlu yarış, güçlü bir marka oluşturarak, markanın mesajını doğru bir şekilde müşterilere ileterek ve marka kişiliği bileşenleri üzerinden doğru bir konumlandırma ile başarılabilir. Fakat limanların marka kişiliği coğrafi özelliklere ve dışsal faktörlere (örn. pandemi vb.) göre değişebilmektedir. Bu durum her limanın kendi markasını farklı mesajlar ile müşterilerine sunmasına neden olmaktadır. Bu yüzden, bu çalışma farklı coğrafik bölgelerde yer alan limanların marka başarısı için kullandıkları marka kişilik birleşenlerinin müşteriler üzerindeki etkisini duygu analiz metodunu kullanarak araştırmayı amaçlamaktadır. Araştırma yöntemi olarak Aaker’in (1997) marka kişilik modelinde yer alan kişilik bileşenleri, duygu analizi kullanılarak ölçülmüştür. Bulgular, limanların marka imajlarının yanı sıra net ve ayırt edici marka kişilikleri geliştirdiklerini göstermektedir.

Kaynakça

  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
  • Abratt, R., and N. Kleyn. 2012. Corporate identity, corporate branding and corporate reputations: reconciliation and integration. European Journal of Marketing 46: 1048–1063.
  • Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and Regions. Journal of Brand Management, 14(6), 1–134.
  • Anholt, S. (2008). Place Marketing: Is It Marketing, or Isn’t It. Place Branding and Public Diplomacy, 4(1): 1-6.
  • Ashworth, G. G. J., & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. Belhaven Press.
  • Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of brand management, 11(2), 143-155.
  • Ballantyne, D., & Aitken, R. (2007). Branding in B2B Markets: Insights from the Service-Dominant Logic of Marketing. Journal of Business and Industrial Marketing, 22(6), 363–371.
  • Balmer, J. 2013. Corporate heritage, corporate heritage marketing, and total corporate heritage communications: what are they? What of them? Corporate Communications: An International Journal 18: 290–326.
  • Bergqvist, r. (2009). Place Marketing in a Logistics Context: A Swedish Case Study and Discourse. Place Branding and Diplomacy, 5(1):54-66.
  • Boisen, M., Terlouw, K., & Groote, P. (2018). Reframing Place Promotion, Place Marketing, and Place Branding- Moving Beyond Conceptual Confusion. Cities, 80, 4-11.
  • Cahoon, S.C. 2004. Seaport marketing: a census of Australian seaports. Tasmania: University of Tasmania.
  • Cahoon, S. 2007. Marketing communications for seaports: a matter of survival and growth. Maritime Policy & Management 34: 151–168.
  • Cahoon, S. & Notteboom, T. Port marketing tools in a logistics restructured market environment: the quest for port royalty. International Association of Maritime Economists (IAME), 2008, Dalian, China
  • Cappara, G., C. Barbaranelli, and G. Guido. 2001. Brand personality: how to make the metaphor fit? Journal of Economic Psychology 22: 377–395.
  • Kaplan, M. D., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing.
  • Dimaggio, P., and W. Powell. 1983. The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review 48: 147–160
  • Erşahin, B., Aktaş, Ö., Kilinc, D., & Erşahin, M. (2019). A hybrid sentiment analysis method for Turkish. Turkish Journal of Electrical Engineering & Computer Sciences, 27(3), 1780-1793.
  • Ishii, K., and S. Watanabe. 2015. Nation brand personality and product evaluation among Japanese people: implications for nation branding. Place Branding and Public Diplomacy 11: 51–64.
  • Gertner, D. (2011). Unfolding and Configuring Two Decades of Research and Publications on Place Marketing and Place Branding. Place Branding and public Diplomacy, 19(2), 112–131.
  • Gnoth, J. (2002). Leveraging export brands through a tourism destination brand. Journal of brand management, 9(4), 262-280.
  • Gold, J. R., & Ward, S. V. (1994). Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. Wiley.
  • Grohmann, B. 2009. Gender dimensions of brand personality. Journal of Marketing Research 46: 105–119.
  • Hanna, S., & Rowley, J. (2008). An Analysis of Terminology use in Place Branding. Place Branding and Public Diplomacy, 4(1), 61–75.
  • Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. Journal of Product & Brand Management.
  • Hall, D. (1999). Destination branding, niche marketing and national image projection in Central and Eastern Europe. Journal of Vacation Marketing, 5(3), 227–237.
  • Florian, B. (2002). The City as a Brand: Orchestrating a Unique Experience. V. Hauben, T., Vermeulen, M. and Patteeuw (Eds.), City Branding: Image Building and Building Images. Rotterdam: NAI Uitgevers.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
  • Jain, D.C., and M. Golosinski. 2009. Sizing up the tyranny of the ruler. The Academy of Management Learning and Education (AMLE) 8: 99–105.
  • Kavaratzis, M., & Ashworth, G. J. (2008). Place Marketing: How did we Get Here And Where are We Going?, Journal of Place Management and Development, 1 (2), 150-165.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (2002). Branding and Brand Equity. In Handbook of Marketing (pp. 151–178). London: SAGE Publications Ltd.
  • Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29(4), 595–600.
  • Kotler, P., Splund, C., Rein, I., & Haider, D. (1999). Marketing Places Europe.Harlow, London:Pitman.
  • Krippendorff, K. (2004). Content Analysis: An Introduction to. Its Methodology (2nd ed.). Thousand Oaks, CA: Sage.
  • Laxe, F.G. 2010. Port Marketing Strategies and the Challenges of Maritime Globalization. In Essays on Port Economics, ed. P. CotoMilla´n, M. Pesquera, and J. Castanedo. Heidelberg: Physica.
  • López-Lita, R. & Benlloch, M. T. (2006). Necesitamos Marcas Territorio? Técnica Económica, 175, 50-52
  • Martineau, P. (1958). The Personality of the Retail Store, Harvard Business Review, 36 (1), 47-55.
  • McEnally, M. R., & Chernatony, L. De. (1999). The Evolving Nature of Branding: Consumer and Managerial Considerations. Academy of Marketing Science Review, 1999(4), 1.
  • Merrilees, B., D. Miller, and C. Herington. 2012. Multiple stakeholders and multiple city brand meanings. European Journal of Marketing 46: 1032–1047.
  • Murati, M., & Brokaj, R. (2014). The Role of Marketing Sea Ports for the Development of Tourism. Academic Journal of Interdisciplinary Studies, 3(2), 265–272.
  • Notteboom, T. E., & De Langen, P. (2015). Container Port Competition in Europe. In Handbook of Ocean Container Transport Logistics (pp. 75–95).
  • Opoku, R. 2005. Communication of brand personality by some top business schools online. Licentiate Thesis, Lulea University of Technology, ISSN, 1402-1757.
  • Opoku, R., and R. Hinson. 2006. Online brand personalities: an exploratory analysis of selected African countries. Place Branding 2: 118–129.
  • Papadopoulos, N., & Heslop, L. (2002). Country Equity and Country Branding - Problems and Prospects. Journal of Brand Management, 9(4–5), 294–314.
  • Pike, A. (2011). Introduction – Conceptualizing and theorizing brands and branding geographies. In Pike (Ed.), Brands and branding geographies (pp. 3–21). Cheltenham: Edward Elgar.
  • Plummer, J. T. (1985). How personality makes a difference. Journal of Advertising Research, 24(6), 27–31.
  • Port Strategy. 2014. Propping up the Omani economy (Online). Port Strategy. http://www.portstrategy.com/news101/world/middleeast/propping-up-the-omani-economy
  • Rutter, R., Nadeau, J., Lettice, F. et al. Place branding of seaports in the Middle East. Place Brand Public Dipl 14, 197–212 (2018). https://doi.org/10.1057/s41254-017-0072-8
  • Sorgenfrei, J. 2013. Port Business. Norderstedt: Books on Demand.
  • Phau, I., and K. Lau. 2001. Brand personality and consumer selfexpression: single or dual carriageway? The Journal of Brand Management 8: 428–444.
  • Peighambari, K., S. Sattari, T. Foster, and A˚. Wallstro¨m. 2016. Two tales of one city: image versus identity. Place Branding and Public Diplomacy 12 (4): 314–328.
  • Williams, T. 2010. Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success. Hoboken: Wiley
  • Vela, J. (2013). Place Branding: A Conceptual and Theoretical Framework. Boletin de La Asociacion de Geografos Espanoles, (62), 467–471.
  • Zavattaro, S. M., French, P. E., & Mohanty, S. D. (2015). A sentiment analysis of US local government tweets: The connection between tone and citizen involvement. Government information quarterly, 32(3), 333-341.
  • Zenker, S., & Braun, E. (2010). Branding a City: Conceptual Approach for Place Branding and Place Brand Management. The 39th EMAC Annual Conference 2010- Copenhagen Business School, Frederiksberg, Denmark.

PLACE BRANDING IN INDUSTRIAL MARKETS: AN APPLICATION ON BRAND IDENTITY

Yıl 2021, Cilt: 9 Sayı: 1, 165 - 181, 01.06.2021
https://doi.org/10.14514/BYK.m.26515393.2021.9/1.165-181

Öz

Ports in the global supply chain have to attract the attention of customers and keep their existing customers in an intense competitive environment. This challenging race can be achieved by building a strong brand, conveying the brand's message accurately to customers, and positioning it correctly through brand personality components. However, the brand personality of the ports can change according to the geographical features and external factors (e.g. pandemic). This situation causes each port to present its own brand to its customers with different messages. Therefore, this study aims to investigate the effect of brand personality components used by ports located in different geographical regions for brand success on customers by using sentiment analysis method. As a research method, personality components in Aaker's (1997) brand personality model were measured using semantic analysis. Findings show that ports develop clear and distinctive brand personalities as well as brand images.

Kaynakça

  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
  • Abratt, R., and N. Kleyn. 2012. Corporate identity, corporate branding and corporate reputations: reconciliation and integration. European Journal of Marketing 46: 1048–1063.
  • Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and Regions. Journal of Brand Management, 14(6), 1–134.
  • Anholt, S. (2008). Place Marketing: Is It Marketing, or Isn’t It. Place Branding and Public Diplomacy, 4(1): 1-6.
  • Ashworth, G. G. J., & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. Belhaven Press.
  • Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of brand management, 11(2), 143-155.
  • Ballantyne, D., & Aitken, R. (2007). Branding in B2B Markets: Insights from the Service-Dominant Logic of Marketing. Journal of Business and Industrial Marketing, 22(6), 363–371.
  • Balmer, J. 2013. Corporate heritage, corporate heritage marketing, and total corporate heritage communications: what are they? What of them? Corporate Communications: An International Journal 18: 290–326.
  • Bergqvist, r. (2009). Place Marketing in a Logistics Context: A Swedish Case Study and Discourse. Place Branding and Diplomacy, 5(1):54-66.
  • Boisen, M., Terlouw, K., & Groote, P. (2018). Reframing Place Promotion, Place Marketing, and Place Branding- Moving Beyond Conceptual Confusion. Cities, 80, 4-11.
  • Cahoon, S.C. 2004. Seaport marketing: a census of Australian seaports. Tasmania: University of Tasmania.
  • Cahoon, S. 2007. Marketing communications for seaports: a matter of survival and growth. Maritime Policy & Management 34: 151–168.
  • Cahoon, S. & Notteboom, T. Port marketing tools in a logistics restructured market environment: the quest for port royalty. International Association of Maritime Economists (IAME), 2008, Dalian, China
  • Cappara, G., C. Barbaranelli, and G. Guido. 2001. Brand personality: how to make the metaphor fit? Journal of Economic Psychology 22: 377–395.
  • Kaplan, M. D., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing.
  • Dimaggio, P., and W. Powell. 1983. The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review 48: 147–160
  • Erşahin, B., Aktaş, Ö., Kilinc, D., & Erşahin, M. (2019). A hybrid sentiment analysis method for Turkish. Turkish Journal of Electrical Engineering & Computer Sciences, 27(3), 1780-1793.
  • Ishii, K., and S. Watanabe. 2015. Nation brand personality and product evaluation among Japanese people: implications for nation branding. Place Branding and Public Diplomacy 11: 51–64.
  • Gertner, D. (2011). Unfolding and Configuring Two Decades of Research and Publications on Place Marketing and Place Branding. Place Branding and public Diplomacy, 19(2), 112–131.
  • Gnoth, J. (2002). Leveraging export brands through a tourism destination brand. Journal of brand management, 9(4), 262-280.
  • Gold, J. R., & Ward, S. V. (1994). Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. Wiley.
  • Grohmann, B. 2009. Gender dimensions of brand personality. Journal of Marketing Research 46: 105–119.
  • Hanna, S., & Rowley, J. (2008). An Analysis of Terminology use in Place Branding. Place Branding and Public Diplomacy, 4(1), 61–75.
  • Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. Journal of Product & Brand Management.
  • Hall, D. (1999). Destination branding, niche marketing and national image projection in Central and Eastern Europe. Journal of Vacation Marketing, 5(3), 227–237.
  • Florian, B. (2002). The City as a Brand: Orchestrating a Unique Experience. V. Hauben, T., Vermeulen, M. and Patteeuw (Eds.), City Branding: Image Building and Building Images. Rotterdam: NAI Uitgevers.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
  • Jain, D.C., and M. Golosinski. 2009. Sizing up the tyranny of the ruler. The Academy of Management Learning and Education (AMLE) 8: 99–105.
  • Kavaratzis, M., & Ashworth, G. J. (2008). Place Marketing: How did we Get Here And Where are We Going?, Journal of Place Management and Development, 1 (2), 150-165.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (2002). Branding and Brand Equity. In Handbook of Marketing (pp. 151–178). London: SAGE Publications Ltd.
  • Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29(4), 595–600.
  • Kotler, P., Splund, C., Rein, I., & Haider, D. (1999). Marketing Places Europe.Harlow, London:Pitman.
  • Krippendorff, K. (2004). Content Analysis: An Introduction to. Its Methodology (2nd ed.). Thousand Oaks, CA: Sage.
  • Laxe, F.G. 2010. Port Marketing Strategies and the Challenges of Maritime Globalization. In Essays on Port Economics, ed. P. CotoMilla´n, M. Pesquera, and J. Castanedo. Heidelberg: Physica.
  • López-Lita, R. & Benlloch, M. T. (2006). Necesitamos Marcas Territorio? Técnica Económica, 175, 50-52
  • Martineau, P. (1958). The Personality of the Retail Store, Harvard Business Review, 36 (1), 47-55.
  • McEnally, M. R., & Chernatony, L. De. (1999). The Evolving Nature of Branding: Consumer and Managerial Considerations. Academy of Marketing Science Review, 1999(4), 1.
  • Merrilees, B., D. Miller, and C. Herington. 2012. Multiple stakeholders and multiple city brand meanings. European Journal of Marketing 46: 1032–1047.
  • Murati, M., & Brokaj, R. (2014). The Role of Marketing Sea Ports for the Development of Tourism. Academic Journal of Interdisciplinary Studies, 3(2), 265–272.
  • Notteboom, T. E., & De Langen, P. (2015). Container Port Competition in Europe. In Handbook of Ocean Container Transport Logistics (pp. 75–95).
  • Opoku, R. 2005. Communication of brand personality by some top business schools online. Licentiate Thesis, Lulea University of Technology, ISSN, 1402-1757.
  • Opoku, R., and R. Hinson. 2006. Online brand personalities: an exploratory analysis of selected African countries. Place Branding 2: 118–129.
  • Papadopoulos, N., & Heslop, L. (2002). Country Equity and Country Branding - Problems and Prospects. Journal of Brand Management, 9(4–5), 294–314.
  • Pike, A. (2011). Introduction – Conceptualizing and theorizing brands and branding geographies. In Pike (Ed.), Brands and branding geographies (pp. 3–21). Cheltenham: Edward Elgar.
  • Plummer, J. T. (1985). How personality makes a difference. Journal of Advertising Research, 24(6), 27–31.
  • Port Strategy. 2014. Propping up the Omani economy (Online). Port Strategy. http://www.portstrategy.com/news101/world/middleeast/propping-up-the-omani-economy
  • Rutter, R., Nadeau, J., Lettice, F. et al. Place branding of seaports in the Middle East. Place Brand Public Dipl 14, 197–212 (2018). https://doi.org/10.1057/s41254-017-0072-8
  • Sorgenfrei, J. 2013. Port Business. Norderstedt: Books on Demand.
  • Phau, I., and K. Lau. 2001. Brand personality and consumer selfexpression: single or dual carriageway? The Journal of Brand Management 8: 428–444.
  • Peighambari, K., S. Sattari, T. Foster, and A˚. Wallstro¨m. 2016. Two tales of one city: image versus identity. Place Branding and Public Diplomacy 12 (4): 314–328.
  • Williams, T. 2010. Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success. Hoboken: Wiley
  • Vela, J. (2013). Place Branding: A Conceptual and Theoretical Framework. Boletin de La Asociacion de Geografos Espanoles, (62), 467–471.
  • Zavattaro, S. M., French, P. E., & Mohanty, S. D. (2015). A sentiment analysis of US local government tweets: The connection between tone and citizen involvement. Government information quarterly, 32(3), 333-341.
  • Zenker, S., & Braun, E. (2010). Branding a City: Conceptual Approach for Place Branding and Place Brand Management. The 39th EMAC Annual Conference 2010- Copenhagen Business School, Frederiksberg, Denmark.
Toplam 55 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Gamze Arabelen Bu kişi benim 0000-0001-5280-7875

Sedat Baştuğ 0000-0002-7121-2882

Yayımlanma Tarihi 1 Haziran 2021
Gönderilme Tarihi 18 Aralık 2020
Kabul Tarihi 25 Mayıs 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 9 Sayı: 1

Kaynak Göster

APA Arabelen, G., & Baştuğ, S. (2021). ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi, 9(1), 165-181. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.165-181
AMA Arabelen G, Baştuğ S. ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi. Haziran 2021;9(1):165-181. doi:10.14514/BYK.m.26515393.2021.9/1.165-181
Chicago Arabelen, Gamze, ve Sedat Baştuğ. “ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA”. Beykoz Akademi Dergisi 9, sy. 1 (Haziran 2021): 165-81. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.165-181.
EndNote Arabelen G, Baştuğ S (01 Haziran 2021) ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi 9 1 165–181.
IEEE G. Arabelen ve S. Baştuğ, “ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA”, Beykoz Akademi Dergisi, c. 9, sy. 1, ss. 165–181, 2021, doi: 10.14514/BYK.m.26515393.2021.9/1.165-181.
ISNAD Arabelen, Gamze - Baştuğ, Sedat. “ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA”. Beykoz Akademi Dergisi 9/1 (Haziran 2021), 165-181. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.165-181.
JAMA Arabelen G, Baştuğ S. ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi. 2021;9:165–181.
MLA Arabelen, Gamze ve Sedat Baştuğ. “ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA”. Beykoz Akademi Dergisi, c. 9, sy. 1, 2021, ss. 165-81, doi:10.14514/BYK.m.26515393.2021.9/1.165-181.
Vancouver Arabelen G, Baştuğ S. ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA. Beykoz Akademi Dergisi. 2021;9(1):165-81.