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Meslek Yüksek Okulu

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    Citation Count: Akagün Ergin, E.; Parıltı, N.; Özsaçmacı, B. (2007). "Impact of Loyalty Cards On Customers’ Store Loyalty", International Business & Economics Research Journal, Vol.6, No.2, pp.77-82.
    Impact of Loyalty Cards On Customers’ Store Loyalty
    (2007) Akagün Ergin, Elif; Parıltı, Nurettin; Özsaçmacı, Bülent; 120408; 19729
    In this paper, we try to determine whether loyalty cards issued by stores have an impact on customer loyalty and how loyalty cards compare with other factors companies can use to increase loyalty in general. Based on the results of the study, it is concluded that loyalty cards have no impact on customers’s store loyalty. On the contrary, it is observed that customers that use their loyalty cards frequently tend to shop at different stores with different loyalty cards.
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    Citation Count: Akagün Ergin, Elif; Özsaömacı, Bülent. (2014). "Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?", International Journal of Marketing Studies, Vol.6, No.4, pp.157-164.
    Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?
    (2014) Akagün Ergin, Elif; Özsaçmacı, Bülent; 120408; 19729
    This study builds from LeClerc et al.’s (1989, 1994) work on foreign branding effects, but it does so in the context of a developing East European country; as in the case of Turkey. The purpose of this exploratory research is to examine consumers’ attitudes towards products with foreign brand names and also to assess the impact of foreign brand names on the purchasing decision making. In the data collection phase of the study an in-depth interviews were conducted with 23 participants in the city of Ankara, Turkey. The results show that products with foreign brand names elicit more positive consumer attitude than products with national brands. Overall, the findings suggest that consumers prefer to purchase products with foreign brand names for a variety of reasons which including quality, reliability, functionality and prestige. The results have important implications for domestic and foreign manufacturers with regards to the consumer-side effects of their decisions on branding strategies and on their competitive foreign branding decisions.