İşletme Bölümü Yayın Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.12416/403
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Article The Role of Social Media on Establishing Brand Value: A Content Analysis on Banks in Turkey(2016) Ergör, Zeynep Birce; Akagün Ergin, ElifThere is an increasing use of social media on a global scale and it has been forcing organizations to restructure and adjust their marketing activities. In a relationship-driven economy, the goal of achieving a sustainable competitive advantage makes it crucial to adapt to the ever-changing trends in the market. Social media contributes to this goal since it has a considerable impact on creating and shaping brand value for organizations. The social networks help organizations enhance the development of strong brands not only through promoting their products and services but also providing them the platform to build strong and reliable relationships with their customers. This paper aims to investigate the role of social media on brands by examining the active role of banks on social networks. For this purpose, the “tweets” of the five Turkish banks with the highest brand values in the banking sector have been analyzed by content analysis method. The sample banks are drawn from the Banker’s annual Top 500 Banking Brands 2014 report. Brand value is used as the selection criteria of the sample banks and “Twitter” social network is considered as the primary social media outlet. The data is composed of the “tweets” and gathered from the official Twitter accounts of the banks with the highest brand values in Turkey. The “retweets” and the texts sent by other Twitter users are excluded. The findings indicate that the sample banks are active users of social media. These banks do not only use Twitter but also other social networks as well as their official websites. In addition, the paper displays specific purposes the banks have for using social media sites.Article Key Factors for Student Recruitment: The Issue of University Branding(2012) Taş, Ayşegül; Akagün Ergin, ElifConsidering the number of universities and the size of the young population targeted for higher education in Turkey, there is an urgent need for further research studies on university branding efforts. The aim of this exploratory research study is to explore specific factors/criteria that Turkish students consider during the process of selecting a graduate degree program at a university in the USA and to contribute to the limited research in the area of university branding. The Analytic Hierarchy Process (AHP), which is a structured technique for analyzing complex, multi-criteria decisions, has been used for this research. Surveys were applied to students in order to discover specific factors/criteria that Turkish students employ during the process of selecting a graduate degree program at a university in the USA. In this study, there are many decision-criterias that need to be taken into consideration and each criterion must be analyzed with respect to a specific university. The in-depth interviews with professors/education counselors, student survey applications, and the analysis of previous stream of related research has led to identification of criterias to be used in the study. Following the pairwise comparisons, a survey has been designed to assess the relative superiority of the 12-criteria in the model. The most prominent criteria during the process of selecting a graduate degree program was reported as “Post Graduation Job and Career Prospects”. The findings of this study can be used to support those who have the intention to develop a successful university brand.Article Do Young Consumers Abandon Ship after a Celebrity Endorsement Scandal? Evidence from an Emerging Market(2019) Akagün Ergin, Elif; Özdemir, HandanCelebrity endorsement is an effective method of advertising due to the great influence they exertover the members of a society. The success of a brand can be completely intertwined with thesuccess of a celebrity. The research investigates the effectiveness of celebrity endorsements asa method of promotion in the minds of consumers today. Another major goal of this research isto explore whether Turkish consumers are affected by celebrity scandals and will continue similarpurchase behaviour subsequent to the publicizing of a scandal. Descriptive research is conductedon a sample of 390 participants to establish the overall attitudes, and purchase behaviour ofTurkish consumers.Through the data obtained via face-to-face surveys, it is concluded that themajority of consumers are highly critical about the private lives of celebrities and when acelebrity is involved in a scandal, this ultimately leads to an adverse influence on the decision topurchase a product or service endorsed by that celebrity. The results from this study hasconfirmed that there is a great risk for companies who use celebrity endorsements in the Turkishmarket, since consumers care significantly when the reputation of a celebrity is tarnished.Companies need to figure out how to distance themselves from a celebrity and do damage controlfollowing the eruption of a scandal in order to avoid the collapse of their brands.Conference Object Consumers Purchase Intentions For Foreign Products: An Empirical Research Study In Istanbul, Turkey(2010) Akagün Ergin, ElifConsumers in developing countries seem to possess an increasing demand for the purchase of foreign products. Turkey is a magnet for multinational corporations that view the country as a must-win market. It has become important to determine the underlying intentions that drive the purchase decisions for foreign products in the Turkish market. The purpose of this study is to contribute to the literature by examining the purchase intentions of urban, Turkish consumers for foreign products in three specific categories (apparel, chocolate and personal care products). These categories were selected by taking their applicability to urban consumers into consideration. A field study was carried out at three major shopping malls in Istanbul, with the participation of 600 urban, Turkish consumers. Surveys, consisting of 3 parts and a total of 50 questions, have been used to gather data. In the first part, the subjects were asked about the factors that affect their purchasing motives. The top five factors were reported as perceived brand prestige, quality, value, purchase intention, and influence of others. In the second part, questions were asked regarding the subject’s reactions about foreign brands according to the determined categories. Finally in the third part, the participants were asked about their demographics and other personal factors. The empirical evidence provides insights into the significance of impact of product category, perceived brand prestige, perceived brand quality and influence of others. The results of the multi-linear regression analysis are reported along with significant implications for marketing managersArticle Brand Loyalty İn The Cosmetics Industry: A Field Study On Turkish Women‟s Brand Loyalty Among Cosmetics Products(2005) Akagün Ergin, Elif; Özdemir, Handan; Parıltı, NurettinCosmetics industry has a share of 135 billion dollars in the global market. The biggest multinational cosmetics companies in the world such as Avon, Procter and Gamble, Estee Lauder, Nivea, L’oreal are very much interested in the Turkish market. Turkey is a developing country in terms of cosmetics consumption and has a great potential with a population of 70 million. This study aims to determine whether turkish women have brand loyalty among skin-care products in the cosmetics sector. It is our hope that the results of this study will help foreign and domestic cosmetics companies, already existing in or planning to enter the Turkish market, in shaping their marketing strategies.Article Consumer Preferences for Fast Food Brands: Evidence from an Emerging Country(2017) Özdemir, Handan; Akagün Ergin, ElifAmid the economic problems and health concerns, there has been a rapid growth in the fast food industry in Turkey, with 3,453 restaurants currently serving the market. Fast food consumption is more popular among children and teenagers making. Turkey a very lucrative market, since almost half of the country s 73 million population is under the age of 25.The aim of this research is to explore young consumers overall behavior toward fast food chains. More specifically, the purpose here is to identify the key factors that influence these young consumers preferences of local and international brands of fast food restaurants. A total of 400 students were recruited from two public and two private universities. Results of factor analysis suggest five dominant factors that have an impact on young consumers preferences of different brands of fast food restaurants. These factors include brand name reputation, cost,convenience, consistency and quality. Moreover, it is observed that these five factors are significantly related to several demographic variables such as age, gender, income level.Results of this study emphasize the importance of the dominant factors that young consumers consider as critical when they compare various fast food brands and make a final purchase decision.