Makalenin adım atarında markayı tek bir çerçevede değerlendirmenin yarım olacağını vurgulamıştım. Bu doğrultuda marka kavramının bilimsel niteliği olan literatürde de farklı açılardan ele hileındığını haydi haydi söyleyebilirim. Birbirinin tamamlayıcısı niteliğindeki bu ufuklerin neler evetğuna kısaca bileğinelim.K

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