{"id":"https://openalex.org/W7202267480","doi":"https://doi.org/10.14520/adyusbd.1942971","title":"BRANDING IN GLOBAL MARKETING: THE BURBERRY","display_name":"BRANDING IN GLOBAL MARKETING: THE BURBERRY","publication_year":2026,"publication_date":"2026-08-12","ids":{"openalex":"https://openalex.org/W7202267480","doi":"https://doi.org/10.14520/adyusbd.1942971"},"language":"tr","primary_location":{"id":"doi:10.14520/adyusbd.1942971","doi":"https://doi.org/10.14520/adyusbd.1942971","is_oa":true,"landing_page_url":"https://doi.org/10.14520/adyusbd.1942971","pdf_url":"https://dergipark.org.tr/en/download/article-file/5973224","source":{"id":"https://openalex.org/S4306500705","display_name":"Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstit\u00fcs\u00fc dergisi/Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstitis\u00fc dergisi","issn_l":"1308-9196","issn":["1308-9196","1308-7363"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["tr-dizin"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Ad\u0131yaman \u00dcniversitesi Sosyal Bilimler Enstit\u00fcs\u00fc Dergisi","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://dergipark.org.tr/en/download/article-file/5973224","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5082100681","display_name":"Sema G\u00fcm\u00fc\u015f","orcid":"https://orcid.org/0000-0002-9759-2027","observed_orcids":["https://orcid.org/0000-0002-9759-2027"]},"institutions":[{"id":"https://openalex.org/I106245021","display_name":"\u00c7ankaya University","ror":"https://ror.org/056wqre19","country_code":"TR","type":"education","lineage":["https://openalex.org/I106245021"]},{"id":"https://openalex.org/I198587356","display_name":"Ad\u0131yaman University","ror":"https://ror.org/02s4gkg68","country_code":"TR","type":"education","lineage":["https://openalex.org/I198587356"]}],"countries":["TR"],"is_corresponding":true,"raw_author_name":"Sema Gumus","raw_affiliation_strings":["Ankara / T\u00fcrkiye . Sema G\u00dcM\u00dc\u015e Ad\u0131yaman \u00dcniversitesi","\u00c7ankaya \u00dcniversitesi , Halkla ili\u015fkiler ve Reklamc\u0131l\u0131k B\u00f6l\u00fcm\u00fc ,"],"raw_orcid":"https://orcid.org/0000-0002-9759-2027","affiliations":[{"raw_affiliation_string":"Ankara / T\u00fcrkiye . Sema G\u00dcM\u00dc\u015e Ad\u0131yaman \u00dcniversitesi","institution_ids":["https://openalex.org/I198587356"]},{"raw_affiliation_string":"\u00c7ankaya \u00dcniversitesi , Halkla ili\u015fkiler ve Reklamc\u0131l\u0131k B\u00f6l\u00fcm\u00fc ,","institution_ids":["https://openalex.org/I106245021"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5082100681"],"corresponding_institution_ids":["https://openalex.org/I106245021","https://openalex.org/I198587356"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":"53","first_page":"735","last_page":"768"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.5580999851226807,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.5580999851226807,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.3508000075817108,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.02759999968111515,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/global-branding","display_name":"global branding","score":0.8050000071525574},{"id":"https://openalex.org/keywords/burberry","display_name":"Burberry","score":0.9390000104904175},{"id":"https://openalex.org/keywords/brand-building","display_name":"brand building","score":0.5519999861717224},{"id":"https://openalex.org/keywords/globalization","display_name":"globalization","score":0.8429999947547913},{"id":"https://openalex.org/keywords/competitive-advantage","display_name":"competitive advantage","score":0.8230000138282776},{"id":"https://openalex.org/keywords/international-markets","display_name":"international markets","score":0.6200000047683716},{"id":"https://openalex.org/keywords/luxury-brands","display_name":"luxury brands","score":0.6949999928474426},{"id":"https://openalex.org/keywords/brand-valuation","display_name":"brand valuation","score":0.5640000104904175}],"concepts":[{"id":"https://openalex.org/C2119116","wikidata":"https://www.wikidata.org/wiki/Q7181","display_name":"Globalization","level":2,"score":0.6615999937057495},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6421999931335449},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5766000151634216},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5648000240325928},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.5336999893188477},{"id":"https://openalex.org/C121087249","wikidata":"https://www.wikidata.org/wiki/Q546395","display_name":"Emerging markets","level":2,"score":0.4602999985218048},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.4438000023365021},{"id":"https://openalex.org/C206103860","wikidata":"https://www.wikidata.org/wiki/Q5570906","display_name":"Global strategy","level":2,"score":0.43639999628067017},{"id":"https://openalex.org/C2994343996","wikidata":"https://www.wikidata.org/wiki/Q2746910","display_name":"International market","level":2,"score":0.39469999074935913},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.385699987411499},{"id":"https://openalex.org/C193257486","wikidata":"https://www.wikidata.org/wiki/Q3681519","display_name":"International business","level":2,"score":0.3837999999523163},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.36000001430511475},{"id":"https://openalex.org/C2780465195","wikidata":"https://www.wikidata.org/wiki/Q2746910","display_name":"Global marketing","level":2,"score":0.35530000925064087},{"id":"https://openalex.org/C2780002019","wikidata":"https://www.wikidata.org/wiki/Q1069604","display_name":"Nation branding","level":2,"score":0.3149000108242035},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.30730000138282776},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.29899999499320984},{"id":"https://openalex.org/C40700","wikidata":"https://www.wikidata.org/wiki/Q1411783","display_name":"Industrial organization","level":1,"score":0.2896000146865845},{"id":"https://openalex.org/C40003211","wikidata":"https://www.wikidata.org/wiki/Q5570838","display_name":"Global environmental analysis","level":2,"score":0.2833999991416931},{"id":"https://openalex.org/C123138037","wikidata":"https://www.wikidata.org/wiki/Q5570871","display_name":"Global network","level":2,"score":0.27880001068115234},{"id":"https://openalex.org/C2985989394","wikidata":"https://www.wikidata.org/wiki/Q2746910","display_name":"International marketing","level":2,"score":0.27300000190734863},{"id":"https://openalex.org/C2991880234","wikidata":"https://www.wikidata.org/wiki/Q23058086","display_name":"Global challenges","level":2,"score":0.26159998774528503},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.2542000114917755},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.25029999017715454}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.14520/adyusbd.1942971","doi":"https://doi.org/10.14520/adyusbd.1942971","is_oa":true,"landing_page_url":"https://doi.org/10.14520/adyusbd.1942971","pdf_url":"https://dergipark.org.tr/en/download/article-file/5973224","source":{"id":"https://openalex.org/S4306500705","display_name":"Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstit\u00fcs\u00fc dergisi/Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstitis\u00fc dergisi","issn_l":"1308-9196","issn":["1308-9196","1308-7363"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["tr-dizin"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Ad\u0131yaman \u00dcniversitesi Sosyal Bilimler Enstit\u00fcs\u00fc Dergisi","raw_type":"journal-article"},{"id":"pmh:oai:dergipark.org.tr:article/1942971","doi":null,"is_oa":true,"landing_page_url":"https://dergipark.org.tr/en/pub/adyusbd/article/1942971","pdf_url":null,"source":{"id":"https://openalex.org/S4306500705","display_name":"Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstit\u00fcs\u00fc dergisi/Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstitis\u00fc dergisi","issn_l":"1308-9196","issn":["1308-9196","1308-7363"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["tr-dizin"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Ad\u0131yaman \u00dcniversitesi Sosyal Bilimler Enstit\u00fcs\u00fc Dergisi, Vol. 0 No. 53","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.14520/adyusbd.1942971","doi":"https://doi.org/10.14520/adyusbd.1942971","is_oa":true,"landing_page_url":"https://doi.org/10.14520/adyusbd.1942971","pdf_url":"https://dergipark.org.tr/en/download/article-file/5973224","source":{"id":"https://openalex.org/S4306500705","display_name":"Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstit\u00fcs\u00fc dergisi/Ad\u0131yaman \u00fcniversitesi sosyal bilimler enstitis\u00fc dergisi","issn_l":"1308-9196","issn":["1308-9196","1308-7363"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["tr-dizin"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Ad\u0131yaman \u00dcniversitesi Sosyal Bilimler Enstit\u00fcs\u00fc Dergisi","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7202267480.pdf","grobid_xml":"https://content.openalex.org/works/W7202267480.grobid-xml"},"referenced_works_count":16,"referenced_works":["https://openalex.org/W1520456023","https://openalex.org/W1994013453","https://openalex.org/W1995292468","https://openalex.org/W2018033645","https://openalex.org/W2024110803","https://openalex.org/W2028371845","https://openalex.org/W2057536404","https://openalex.org/W2066774529","https://openalex.org/W2161061362","https://openalex.org/W2169290873","https://openalex.org/W2332424440","https://openalex.org/W2807863187","https://openalex.org/W2991297789","https://openalex.org/W3159758733","https://openalex.org/W3213238906","https://openalex.org/W4242551777"],"related_works":["https://openalex.org/W415778780","https://openalex.org/W4410621210","https://openalex.org/W7218077458","https://openalex.org/W7161656622","https://openalex.org/W1779297536","https://openalex.org/W4285104875","https://openalex.org/W2358510465","https://openalex.org/W153370334","https://openalex.org/W1985561360","https://openalex.org/W7113027309"],"abstract_inverted_index":{"In":[0,183],"today's":[1],"globalized":[2],"world,":[3],"it":[4,173],"is":[5,88,166,174],"crucial":[6],"for":[7],"capital":[8],"to":[9,18,25,32,52,105,162,169],"have":[10],"a":[11,27,46,74,147],"presence":[12],"in":[13,16,49,77,92],"international":[14,60,64],"markets":[15,61,81],"order":[17],"maintain":[19],"its":[20],"existence.":[21],"Therefore,":[22],"companies":[23],"need":[24],"gain":[26],"competitive":[28,35],"advantage":[29],"by":[30,62],"adapting":[31],"the":[33,111,122,125,132,139,158,163,170,176,190],"volatile":[34],"environment":[36],"of":[37,94,115,134,141],"global":[38,71,86,95,99,129,135,194],"markets.":[39],"At":[40],"this":[41,184,186],"point,":[42],"globalization":[43],"has":[44],"become":[45],"significant":[47,103],"force":[48],"enabling":[50],"businesses":[51,67,106],"increase":[53],"their":[54,78],"capacities":[55],"and":[56,83,131,152],"direct":[57],"themselves":[58],"towards":[59],"eliminating":[63],"borders.":[65],"For":[66],"that":[68,101],"thoroughly":[69],"analyze":[70],"markets,":[72,87],"establishing":[73],"strong":[75],"brand":[76,136,165,195],"own":[79],"national":[80],"first,":[82],"then":[84],"entering":[85],"an":[89],"effective":[90],"approach":[91],"terms":[93],"branding":[96],"strategies.":[97],"Thus,":[98],"brands":[100,130],"provide":[102],"advantages":[104],"will":[107],"now":[108],"be":[109],"among":[110,175],"most":[112],"important":[113],"symbols":[114],"our":[116],"rapidly":[117],"changing":[118],"world.This":[119],"study":[120,145,187],"examines":[121],"relationship":[123],"between":[124],"expected":[126],"benefits":[127],"from":[128],"level":[133],"awareness":[137],"within":[138],"context":[140],"Burberry's":[142,193],"globalization.":[143],"The":[144,156],"employs":[146],"qualitative":[148],"research":[149,159],"method:":[150],"descriptive":[151],"explanatory":[153],"case":[154],"analysis.":[155],"reason":[157],"was":[160],"limited":[161],"Burberry":[164],"that,":[167],"according":[168],"Interbrand":[171],"report,":[172],"world's":[177],"\"100":[178],"Most":[179],"Valuable":[180],"Global":[181],"Brands\".":[182],"context,":[185],"also":[188],"identifies":[189],"principles":[191],"behind":[192],"building.":[196]},"counts_by_year":[],"updated_date":"2026-11-13T13:42:25.865203","created_date":"2026-08-13T00:00:00"}
