The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE m... more The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models. This study aims to compare the validity of the two prominent CBBE models in the retail industry; those introduced by Yoo and Donthu (2011) and Nam, Ekinci and Whyatt (2011). In order to make this comparison, the study collected data from Turkish (n = 285) and Spanish respondents (n = 236) who had experience with global fashion brands and Private Labels (PL). The findings of the study suggest that Nam et al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Nam et al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.
Brand Concept Mapping (BCM) is a mind-mapping method researchers use to explore brand association... more Brand Concept Mapping (BCM) is a mind-mapping method researchers use to explore brand association and brand image but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkiye) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCMs are developed through aggregating individual BCMs from 250 respondents. The findings of the study suggest that BCM is effective for determining the most salient destination brand features and destination brand association networks. The study recommends both destinations to broaden their appeal to a wider range of tourist segments; the domestic tourism destination to target international travelers who are interested in skiing, wellness and sports, and the international tourism destination ...
This study attempts to develop a better understanding in an emerging economy of the exit and reen... more This study attempts to develop a better understanding in an emerging economy of the exit and reentry processes of entrepreneurs. Twelve case studies were conducted in Turkey with entrepreneurs who, following entrepreneurial exit, re-entered with new ventures. Human and social capital perspectives are used to gain insights into the reentry process. The study indicates that reasons for and modes of exit influence the entrepreneur's decisions surrounding reentry. Results further reveal that experiential and educational dimensions of human capital are instrumental in the reentry process. The study finds that structural and relational dimensions of social capital are cardinal factors that influence the reentry process.
This study investigates the effect of brand positivity on the relationship between corporate imag... more This study investigates the effect of brand positivity on the relationship between corporate image and consumers’ attitudes toward brand extension in service businesses. The aim of the study is to understand this relationship in service businesses, which operate in a competitive environment and where competitor information is available. Along with corporate image, the research model also examines the effects of perceived quality and perceived fit on consumers’ attitudes to brand extension. The purpose of the two pilot studies was to determine 12 real brand-hypothetical brand extensions. Therefore, the research model was tested by using confirmatory factor analysis and structural equation modeling on data collected from 1,584 (12 × 132) surveys. The findings reveal that with competitor information corporate image affects both perceived quality and perceived fit in a positive manner, whereas perceived quality and perceived fit have a positive influence on consumers’ attitudes toward brand extension. Hence, corporate image has an indirect influence on brand extension attitudes. Results of the study further show that when competitor information is available, corporate image has a positive effect on consumers’ attitude toward brand extension in service businesses. The results indicate that Martinez and Pina's model is valid in spite of the brand positivity effect. The results thus supported and validated the proposed research model.
This study investigates the effect of brand positivity on the relationship between corporate imag... more This study investigates the effect of brand positivity on the relationship between corporate image and consumers’ attitudes toward brand extension in service businesses. The aim of the study is to understand this relationship in service businesses, which operate in a competitive environment and where competitor information is available. Along with corporate image, the research model also examines the effects of perceived quality and perceived fit on consumers’ attitudes to brand extension. The purpose of the two pilot studies was to determine 12 real brand-hypothetical brand extensions. Therefore, the research model was tested by using confirmatory factor analysis and structural equation modeling on data collected from 1,584 (12 × 132) surveys. The findings reveal that with competitor information corporate image affects both perceived quality and perceived fit in a positive manner, whereas perceived quality and perceived fit have a positive influence on consumers’ attitudes toward brand extension. Hence, corporate image has an indirect influence on brand extension attitudes. Results of the study further show that when competitor information is available, corporate image has a positive effect on consumers’ attitude toward brand extension in service businesses. The results indicate that Martinez and Pina's model is valid in spite of the brand positivity effect. The results thus supported and validated the proposed research model.
The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE m... more The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models. This study aims to compare the validity of the two prominent CBBE models in the retail industry; those introduced by Yoo and Donthu (2011) and Nam, Ekinci and Whyatt (2011). In order to make this comparison, the study collected data from Turkish (n = 285) and Spanish respondents (n = 236) who had experience with global fashion brands and Private Labels (PL). The findings of the study suggest that Nam et al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Nam et al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.
This study attempts to develop a better understanding in an emerging economy of the exit and reen... more This study attempts to develop a better understanding in an emerging economy of the exit and reentry processes of entrepreneurs. Twelve case studies were conducted in Turkey with entrepreneurs who, following entrepreneurial exit, re-entered with new ventures. Human and social capital perspectives are used to gain insights into the reentry process. The study indicates that reasons for and modes of exit influence the entrepreneur's decisions surrounding reentry. Results further reveal that experiential and educational dimensions of human capital are instrumental in the reentry process. The study finds that structural and relational dimensions of social capital are cardinal factors that influence the reentry process.
, AVM çevresini oluşturan sosyal, tasarım ve ortam faktörlerinin, müşteri duyguları üzerinde olum... more , AVM çevresini oluşturan sosyal, tasarım ve ortam faktörlerinin, müşteri duyguları üzerinde olumlu etkisinin olduğu saptanmıştır. Müşteri duygularından uyarılma duygusu zevk duygusunu, zevk duygusu da algılanan kaliteyi olumlu yönde etkilemektedir. Algılanan kalitenin de, AVM imaj algılamaları üzerinde etkisi vardır. Bunlara ek olarak, alış-veriş değerlerine göre imaj, kalite algılamaları ve müşteri duyguları farklılık göstermektedir. Hazcı alış-veriş değerine sahip bireyler, faydacı bireylere kıyasla, daha yüksek uyarılma ve zevk duygusu ile, kalite ve imaj algılamalarına sahiptirler. Anahtar Kelimeler: AVM Çevresi, AVM İmajı, Algılanan Kalite, Müşteri Duyguları ve Hazcı/ Faydacı Alış-Veriş Değerleri.
Günümüz bilgi teknolojilerindeki h zl ilerlemeler sayesinde insanlar aras ndaki mesafeler salmakt... more Günümüz bilgi teknolojilerindeki h zl ilerlemeler sayesinde insanlar aras ndaki mesafeler salmakta ve ileti im daha da kolayla maktad r. Bu de im pazarlama alan aç ndan kulaktan kula a ileti imin önemini daha da art rmaktad r. Özellikle reklam n çok maliyetli oldu u ve tüketicilerin reklamdan kaç nd bir dönemde, bu pazarlama ileti imi çe idinin do as n ve etkileyicilerinin bilinmesi i letmelere oldukça fazla katk sa layabilecektir. Bu çal man n amac , aktif kulaktan kula a ileti imi etkileyen; pasif kulaktan kula a ileti im, mü teri tatmini ve ba n etkilerini, hem dü ük özellikli bir ürün olan ampuan hem de özellikli bir ürün olan cep telefonu aç nda 403 üniversite ö rencisi üzerinde incelenmesidir. Ke fedici faktör analizi ve do rusal regresyon analizleri sonucundaki çal ma bulgular nda, hem özellikli ürün hem de dü ük özellikli üründe mü terilerin aktif kulaktan kula a ileti imlerinin, pasif kulaktan kula a ileti im, mü teri tatmini ve ba ndan etkilendi i saptanm r.
Bu çalışmada, günümüz iş hayatında artık olmazsa olmaz bir hale gelen marka ve marka yönetimi kav... more Bu çalışmada, günümüz iş hayatında artık olmazsa olmaz bir hale gelen marka ve marka yönetimi kavramları ile ilgili olarak kavramsal açıklamalar yapılmış ve üniversite öğrencilerinin kot pantolon marka tercihleri belirlenmeye çalışılmıştır. Üniversite öğrencilerinin sahip oldukları bazı demografik özelliklerine göre, kot pantolon marka tercihlerinin farklılaşıp farklılaşmadığı incelenmiştir. Katılımcıların demografik özelliklerinin ve kot pantolon tercihlerinin öğrenilmesi amacıyla, belirlenen değişkenler faktör analizine tabi tutulmuştur ve bu analiz sonucunda tespit edilen faktörlerin, tüketicilerin sahip oldukları demografik özelliklere göre farklılık gösterip-göstermediğinin belirlenebilmesi amacıyla da varyans analizleri uygulanmıştır. Farklılıklar bulunması halinde, bu farklılığın hangi iki değişken arasında olduğunun belirlenebilmesi amacıyla da ve tukey testleri kullanılmıştır.
... Müşteriye, hangi ürü-nün, ihtiyaçlarını karşılayabilecek nitelikte oldu-ğunu belirlemede yard... more ... Müşteriye, hangi ürü-nün, ihtiyaçlarını karşılayabilecek nitelikte oldu-ğunu belirlemede yardımcı olur (Odabaşı ve Oy-man, 2004:361). ... Rakiplerinden farklı olabilmeli ve kolaylıkla rakiplerinden ayırt edilebilmelidir (Odabaşı ve Oyman, 2004:365). ...
The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE m... more The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models. This study aims to compare the validity of the two prominent CBBE models in the retail industry; those introduced by Yoo and Donthu (2011) and Nam, Ekinci and Whyatt (2011). In order to make this comparison, the study collected data from Turkish (n = 285) and Spanish respondents (n = 236) who had experience with global fashion brands and Private Labels (PL). The findings of the study suggest that Nam et al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Nam et al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.
Brand Concept Mapping (BCM) is a mind-mapping method researchers use to explore brand association... more Brand Concept Mapping (BCM) is a mind-mapping method researchers use to explore brand association and brand image but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkiye) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCMs are developed through aggregating individual BCMs from 250 respondents. The findings of the study suggest that BCM is effective for determining the most salient destination brand features and destination brand association networks. The study recommends both destinations to broaden their appeal to a wider range of tourist segments; the domestic tourism destination to target international travelers who are interested in skiing, wellness and sports, and the international tourism destination ...
This study attempts to develop a better understanding in an emerging economy of the exit and reen... more This study attempts to develop a better understanding in an emerging economy of the exit and reentry processes of entrepreneurs. Twelve case studies were conducted in Turkey with entrepreneurs who, following entrepreneurial exit, re-entered with new ventures. Human and social capital perspectives are used to gain insights into the reentry process. The study indicates that reasons for and modes of exit influence the entrepreneur's decisions surrounding reentry. Results further reveal that experiential and educational dimensions of human capital are instrumental in the reentry process. The study finds that structural and relational dimensions of social capital are cardinal factors that influence the reentry process.
This study investigates the effect of brand positivity on the relationship between corporate imag... more This study investigates the effect of brand positivity on the relationship between corporate image and consumers’ attitudes toward brand extension in service businesses. The aim of the study is to understand this relationship in service businesses, which operate in a competitive environment and where competitor information is available. Along with corporate image, the research model also examines the effects of perceived quality and perceived fit on consumers’ attitudes to brand extension. The purpose of the two pilot studies was to determine 12 real brand-hypothetical brand extensions. Therefore, the research model was tested by using confirmatory factor analysis and structural equation modeling on data collected from 1,584 (12 × 132) surveys. The findings reveal that with competitor information corporate image affects both perceived quality and perceived fit in a positive manner, whereas perceived quality and perceived fit have a positive influence on consumers’ attitudes toward brand extension. Hence, corporate image has an indirect influence on brand extension attitudes. Results of the study further show that when competitor information is available, corporate image has a positive effect on consumers’ attitude toward brand extension in service businesses. The results indicate that Martinez and Pina's model is valid in spite of the brand positivity effect. The results thus supported and validated the proposed research model.
This study investigates the effect of brand positivity on the relationship between corporate imag... more This study investigates the effect of brand positivity on the relationship between corporate image and consumers’ attitudes toward brand extension in service businesses. The aim of the study is to understand this relationship in service businesses, which operate in a competitive environment and where competitor information is available. Along with corporate image, the research model also examines the effects of perceived quality and perceived fit on consumers’ attitudes to brand extension. The purpose of the two pilot studies was to determine 12 real brand-hypothetical brand extensions. Therefore, the research model was tested by using confirmatory factor analysis and structural equation modeling on data collected from 1,584 (12 × 132) surveys. The findings reveal that with competitor information corporate image affects both perceived quality and perceived fit in a positive manner, whereas perceived quality and perceived fit have a positive influence on consumers’ attitudes toward brand extension. Hence, corporate image has an indirect influence on brand extension attitudes. Results of the study further show that when competitor information is available, corporate image has a positive effect on consumers’ attitude toward brand extension in service businesses. The results indicate that Martinez and Pina's model is valid in spite of the brand positivity effect. The results thus supported and validated the proposed research model.
The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE m... more The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models. This study aims to compare the validity of the two prominent CBBE models in the retail industry; those introduced by Yoo and Donthu (2011) and Nam, Ekinci and Whyatt (2011). In order to make this comparison, the study collected data from Turkish (n = 285) and Spanish respondents (n = 236) who had experience with global fashion brands and Private Labels (PL). The findings of the study suggest that Nam et al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Nam et al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.
This study attempts to develop a better understanding in an emerging economy of the exit and reen... more This study attempts to develop a better understanding in an emerging economy of the exit and reentry processes of entrepreneurs. Twelve case studies were conducted in Turkey with entrepreneurs who, following entrepreneurial exit, re-entered with new ventures. Human and social capital perspectives are used to gain insights into the reentry process. The study indicates that reasons for and modes of exit influence the entrepreneur's decisions surrounding reentry. Results further reveal that experiential and educational dimensions of human capital are instrumental in the reentry process. The study finds that structural and relational dimensions of social capital are cardinal factors that influence the reentry process.
, AVM çevresini oluşturan sosyal, tasarım ve ortam faktörlerinin, müşteri duyguları üzerinde olum... more , AVM çevresini oluşturan sosyal, tasarım ve ortam faktörlerinin, müşteri duyguları üzerinde olumlu etkisinin olduğu saptanmıştır. Müşteri duygularından uyarılma duygusu zevk duygusunu, zevk duygusu da algılanan kaliteyi olumlu yönde etkilemektedir. Algılanan kalitenin de, AVM imaj algılamaları üzerinde etkisi vardır. Bunlara ek olarak, alış-veriş değerlerine göre imaj, kalite algılamaları ve müşteri duyguları farklılık göstermektedir. Hazcı alış-veriş değerine sahip bireyler, faydacı bireylere kıyasla, daha yüksek uyarılma ve zevk duygusu ile, kalite ve imaj algılamalarına sahiptirler. Anahtar Kelimeler: AVM Çevresi, AVM İmajı, Algılanan Kalite, Müşteri Duyguları ve Hazcı/ Faydacı Alış-Veriş Değerleri.
Günümüz bilgi teknolojilerindeki h zl ilerlemeler sayesinde insanlar aras ndaki mesafeler salmakt... more Günümüz bilgi teknolojilerindeki h zl ilerlemeler sayesinde insanlar aras ndaki mesafeler salmakta ve ileti im daha da kolayla maktad r. Bu de im pazarlama alan aç ndan kulaktan kula a ileti imin önemini daha da art rmaktad r. Özellikle reklam n çok maliyetli oldu u ve tüketicilerin reklamdan kaç nd bir dönemde, bu pazarlama ileti imi çe idinin do as n ve etkileyicilerinin bilinmesi i letmelere oldukça fazla katk sa layabilecektir. Bu çal man n amac , aktif kulaktan kula a ileti imi etkileyen; pasif kulaktan kula a ileti im, mü teri tatmini ve ba n etkilerini, hem dü ük özellikli bir ürün olan ampuan hem de özellikli bir ürün olan cep telefonu aç nda 403 üniversite ö rencisi üzerinde incelenmesidir. Ke fedici faktör analizi ve do rusal regresyon analizleri sonucundaki çal ma bulgular nda, hem özellikli ürün hem de dü ük özellikli üründe mü terilerin aktif kulaktan kula a ileti imlerinin, pasif kulaktan kula a ileti im, mü teri tatmini ve ba ndan etkilendi i saptanm r.
Bu çalışmada, günümüz iş hayatında artık olmazsa olmaz bir hale gelen marka ve marka yönetimi kav... more Bu çalışmada, günümüz iş hayatında artık olmazsa olmaz bir hale gelen marka ve marka yönetimi kavramları ile ilgili olarak kavramsal açıklamalar yapılmış ve üniversite öğrencilerinin kot pantolon marka tercihleri belirlenmeye çalışılmıştır. Üniversite öğrencilerinin sahip oldukları bazı demografik özelliklerine göre, kot pantolon marka tercihlerinin farklılaşıp farklılaşmadığı incelenmiştir. Katılımcıların demografik özelliklerinin ve kot pantolon tercihlerinin öğrenilmesi amacıyla, belirlenen değişkenler faktör analizine tabi tutulmuştur ve bu analiz sonucunda tespit edilen faktörlerin, tüketicilerin sahip oldukları demografik özelliklere göre farklılık gösterip-göstermediğinin belirlenebilmesi amacıyla da varyans analizleri uygulanmıştır. Farklılıklar bulunması halinde, bu farklılığın hangi iki değişken arasında olduğunun belirlenebilmesi amacıyla da ve tukey testleri kullanılmıştır.
... Müşteriye, hangi ürü-nün, ihtiyaçlarını karşılayabilecek nitelikte oldu-ğunu belirlemede yard... more ... Müşteriye, hangi ürü-nün, ihtiyaçlarını karşılayabilecek nitelikte oldu-ğunu belirlemede yardımcı olur (Odabaşı ve Oy-man, 2004:361). ... Rakiplerinden farklı olabilmeli ve kolaylıkla rakiplerinden ayırt edilebilmelidir (Odabaşı ve Oyman, 2004:365). ...
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