Papers by Gungor Hacioglu
Pazarlama yoneticilerinin firma performansina yaptiklari katkiyi olcmedeki yetersizlikleri pazarl... more Pazarlama yoneticilerinin firma performansina yaptiklari katkiyi olcmedeki yetersizlikleri pazarlamanin firma icindeki konumunu ve onemini kaybetmesine sebep olmaktadir ve bundan dolayi son yillarda pazarlama fonksiyonu, pazarlama performansini degerlendirme ve finansal olarak olculebilir olma konusunda artan bir baski altindadir. Bu baglamda pazarlama performansinin olcumu icin uygun olcum araclarinin neler oldugu hem uygulamacilar hem de akademisyenler tarafindan tartisilmaya baslanmistir. Bu calismanin amaci, firmalarda pazarlama performansinin olculmesinde ve degerlendirilmesinde kullanilan olcutlerin (metriklerin) neler oldugu, pazarlama performans degerlendirmede bunlara hangi siklikla basvuruldugu ve bu olcum araclarina verilen onem ile ilgili literaturu arastirmaktir. Bunun yanisira pazarlama performans olcum araclarina ilginin artmasinin sebepleri ile performans olcumunde karsilasilan zorluklari ve yoneltilen elestirileri ortaya koymaktir. Ayrica, calismanin sonunda uygulam...
Use of social media platforms in Turkey has increased promptly in recent years. Although prior re... more Use of social media platforms in Turkey has increased promptly in recent years. Although prior research has intensively scrutinized individuals’ use of social media, there is a body of research focusing on the use of social media platforms by NGOs. The aim of the study is to fill the gap by shed light on use of social media by NGOs in Turkey. To this end, data from interviews with key informants in NGOs such as managers, employees or volunteers managing social media activities in the city of Çanakkale are analyzed. Through this analysis, questions such as in which extent they use the potential of social media, the impact of using social media on their activities and performance, and barriers prohibiting their use of social media are answered. Analysis shows that most of the NGOs use social media for sharing information regarding events, celebrations of important days and legislations that have an impact on their target audience. The most important barriers preventing NGOs from using...
International Journal of Consumer Studies, 2014
Functional food term defines the foods that provide further benefits to human physiology and meta... more Functional food term defines the foods that provide further benefits to human physiology and metabolic functions in addition to their nutritional function. Consequently, they have health promoting and disease preventing effects. The objective of this study is to have an insight into the Turkish consumers' perceptions by revealing their awareness, acceptance and attitudes toward functional foods. The data is collected through a survey from the academic staff working in the universities of Izmir city. The findings show that the most widely used functional foods are, respectively, mineral water, diet cereal biscuit and cereal flake. The health related reasons that make consumers use functional foods are, respectively, functional foods increase healty gut bacteria, functional foods help to lose weight and functional foods help child development. There is a difference between consumers who have heard about "functional food term" before and who have not heard it before, in terms of the "reward" dimension of Functional Food Related Attitudes scale. Contributions to the literature and practice are discussed. Besides, the limitations and the suggestions for future research are presented. Özet: Fonksiyonel gıdalar, vücudun temel besin ihtiyaçlarını karşılamanın ötesinde, insan fizyolojisi ve metabolik fonksiyonları üzerinde ek faydalar sağlayan, böylelikle hastalıklardan korunmada ve daha sağlıklı bir yaşama ulaşmada etkinlik gösteren gıdalar veya gıda bileşenleridir. Bu araştırmanın amacı, tüketicilerin fonksiyonel gıdalar ile ilgili farkındalığı, kabulü ve tutumlarını ortaya çıkararak, Türk tüketicilere yönelik bir bakış açısı getirmektir. Araştırma verileri, İzmir'deki üniversitelerde görev yapan akademisyenlere elektronik posta yolu ile gönderilen anket formu aracılığı ile toplanmıştır. Bulgular; araştırmaya katılan tüketicilerin en çok kullandıkları fonksiyonel gıda ürünlerinin sırasıyla, maden suyu, tahıllı diyet bisküvi ve tahıl yönünden zengin kahvaltılık gevrek olduğunu ortaya koymaktadır. Tüketicilerin fonksiyonel gıda ürünlerini tüketmelerini sağlayan sağlık unsuru ile ilgili en önemli üç özellik ise sırasıyla; fonksiyonel gıdaların sağlıklı gut bakterisini artırması, zayıflamaya yardımcı olması ve çocukların gelişimi ve büyümesine yardımcı olmasıdır. Fonksiyonel gıda terimini daha önce duymuş olan tüketicilerle duymamış olan tüketiciler arasında, "Tüketicilerin Fonksiyonel Gıdalara Yönelik Tutumu" ölçeğini oluşturan "fayda", "gereklilik", "güven" ve "güvenlik" boyutlarından yalnızca "fayda" boyutu açısından farklılık görülmektedir. Sunulan bulguların literatüre ve uygulamaya katkıları tartışılmış, çalışmanın sınırlılıklarına yer verilmiş ve gelecekte yapılacak araştırmalar için öneriler sunulmuştur.
The aim of the study is to explore the effects of Turkish consumers' ethno-centrism and animo... more The aim of the study is to explore the effects of Turkish consumers' ethno-centrism and animosity toward France and consumers' product judgment about and willingness to buy French products. Hypotheses are tested through structural equation modeling with data gained from a field survey of a sample of 815 consumers including students studying in Turkey and their families. Path analyzes results reveal that ethnocentrism is negatively related with product judgement, but consumers' animosity does not have a remarkable effect on product judgment. Product judgement is positively related with willingness to buy French products. On the other hand, ethnocentrism and consumers' historical animosity are negatively
Son yirmi yılda, internet kullanıcılarının sayısının hızla artması, birçok endüstri dalında faali... more Son yirmi yılda, internet kullanıcılarının sayısının hızla artması, birçok endüstri dalında faaliyet gösteren geleneksel perakendecilerin internet temelli iş süreçlerini kullanmaya başlamasını sağlamıştır. Tüketiciler; gizlilik ve güvenilirlik gibi, sanal alışveriş aktivitelerinin sosyal eleştirisini arttırıcı rol oynayan etik sorunlar yaşamaktadır. Dolayısıyla, sanal pazarlama kararlarının birçoğunda etik unsurlar göz önünde bulundurulmalıdır. Çünkü etik olmayan organizasyonlar hızla bir şekilde müşteri kaybetmektedir. Bu yüzden, son yıllarda tüketicilerin sanal alışveriş etiği hakkındaki görüşleri akademisyenler ve uygulayıcılar için ön plana çıkmaktadır. Literatürde, perakende etiği ile ilgili birçok çalışma yapılmış olmasına karşın, sanal alışveriş etiği hakkında yapılmış çok az çalışma bulunmaktadır. Bu çalışmanın amacı; sanal perakendecilerin müşteriler tarafından algılanan etik tutum ve davranışları ile müşteri güveni, müşteri memnuniyeti ve müşteri sadakati arasındaki ilişkileri araştırarak literatüre katkıda bulunmaktır. Araştırma verileri, bu konuda yapılan çalışmalardan elde edilen anket ile kartopu örnekleme yöntemi kullanılarak ulaşılan sanal alışveriş müşterilerinden toplanmış ve analiz edilmiştir. Araştırma değişkenleri arasında anlamlı ilişkiler bulunmuştur. Elde edilen bulguların uygulamaya katkısı tartışılmış ve gelecek araştırmalar için öneriler sunulmuştur.
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe... more Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms' financial performance. The hypothesized relationships between dimensions of entrepreneurial marketing and financial performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness and innovativeness dimensions of entrepreneurial marketing are positively related with financial performance. Finally, the limitations of the study and the suggestions for future research will be presented.
Procedia - Social and Behavioral Sciences, 2013
Scholars and business executives have become increasingly interested in the concept of an organiz... more Scholars and business executives have become increasingly interested in the concept of an organizational service orientation. Service excellence is a strategic priority and that service significantly affects the creation of superior value, customer satisfaction, competitive advantage, growth, and profitability. The aim of the study is to explore relationships between organizational service orientation, job satisfaction, customer satisfaction and financial performance in banking industry in Turkey. Hypotheses are developed in due course. Next, hypotheses are tested with data collected from a sample of 745 branch managers and employees of banks operating in Turkey. Using structural equation modelling (SEM), results reveal that service orientation is significantly related to job satisfaction, which in turn impacts customer satisfaction, ultimately leading to higher financial performance. Beside service orientation is directly related to customer satisfaction and also to financial performance. At the end, the research findings are discussed and also managerial implications and future research opportunities are presented.
Procedia - Social and Behavioral Sciences, 2012
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe... more Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to dimensions of entrepreneurial marketing and innovative performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness, innovativeness, customer intensity, resource leveraging dimensions of entrepreneurial marketing are positively related with innovative performance. Finally, the limitations of the study and the suggestions for future research will be presented.
Procedia - Social and Behavioral Sciences, 2012
Compulsive buying behaviour which is generally thought to be an uncontrollable or financial limit... more Compulsive buying behaviour which is generally thought to be an uncontrollable or financial limits out of control is a new shopping phenomenon from which millions of consumers and even countries have been suffering due to its awful consequences. In such a consumer society, i though it has been classified as Further, college students represent a profitable market and also identifying their compulsive buying tendencies through their materialistic and hedonic values, found as two of the most important determinants for compulsive buying is crucial for estimating future shopping behaviours. This study investigates the compulsive buying tendencies through materialistic and hedonic values among college students in Turkey. Data were collected from 861 students enrolled in different universities in Turkey. The hypotheses were tested using structural equation modelling, and significant direct effects of both materialism and hedonism on compulsive buying are found. Finally, the limitations of the study and the suggestions for future research will be presented.
European Scientific Journal, Apr 19, 2012
This research studied the emotional intelligence levels of university students in the context of ... more This research studied the emotional intelligence levels of university students in the context of emotional intelligence extents; the difference in terms of demographic qualities of students and the majors they study and the relationship between emotional intelligence of students and their academic achievements. For this purpose, a questionnaire was filled in by students studying at five different faculties of Çanakkale Onsekiz Mart University. The results of the research revealed that there is not any significant difference in the relationship ...
Journal of Travel and Hospitality Management, 2009
TroyAcademy, 2021
Bu çalışmanın amacı, firmadaki beş temel departmanın (pazarlama, satış, Ar-Ge, üretim ve finans),... more Bu çalışmanın amacı, firmadaki beş temel departmanın (pazarlama, satış, Ar-Ge, üretim ve finans), pazarlamaya ilişkin kararlar üzerinde ne derece etkisi olduğunu araştırmaktır. Bu doğrultuda, her bir departmanın bu kararlar üzerindeki etki düzeyleri belirlenerek, departmanlar arası karşılaştırma yapılmakta ve her bir departmanın etkisinin firma performansı ile ilişkisi araştırılmaktadır. Bunun yanı sıra, kararlardaki etkinin departmanlar arasında dağılımının firma performansı üzerindeki etkisi araştırılmaktadır. Bu amaca yönelik olarak, Türkiye'de faaliyet gösteren 220 üretim firmasından, yapılandırılmış anket aracılığıyla toplanan veriler analiz edilmiştir. Analiz sonucunda, firmadaki pazarlamaya ilişkin kararlar üzerinde pazarlama ve satış departmanlarının oldukça etkili olduğu görülmektedir. Pazarlamanın, en çok etkili olduğu kararlar reklam ve en az etkili olduğu kararlar da ürün geliştirme kararlarıdır. Pazarlama ve satış departmanlarının kararlar üzerinde etkisi arttıkça firma performansının düştüğü, diğer departmanlarının etkisinin performans üzerinde bir etkiye sahip olmadığı bulgusuna ulaşılmıştır. Kararlar üzerindeki etkinin departmanlar arasında dağılımı ile performans arasında da bir ilişkiye rastlanmamıştır. Çalışmanın sonunda uygulamacılar ve gelecek çalışmalar için önerilere yer verilmektedir.
Journal of East European Management Studies, 2018
European Management Journal, 2015
ABSTRACT The role, effectiveness and credibility of the marketing function within a firm have bee... more ABSTRACT The role, effectiveness and credibility of the marketing function within a firm have been the focus of scholarly research and practitioners' attention in marketing and both researchers and practitioners argue that the marketing department's reputation has been besmirched in recent years. This study makes an initial attempt to empirically investigate antecedents and consequences of the marketing department's reputation within the firm. We put forward the notion that the marketing department's reputation is a key factor in the junction of the departmental influence and power-oriented research streams. The results indicate that the customer connection capability, accountability and status of the marketing department are positively related to its reputation in the firm. Conversely, the variable of the resources controlled by marketing is negatively associated with the department's reputation. The results further show that a reputable marketing department is associated with improved market performance regardless of the generic strategy pursued by the firm. Development of departmental capabilities is vital for marketing to be a respected department in the organization. Marketers also have to build favorable perceptions on and beyond their capabilities within the firm and upper echelons.
Journal of Business Economics and Management, 2013
This study explores which metrics are considered important in measuring marketing performance in ... more This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.
Route Educational and Social Science Journal, 2017
Use of social media platforms in Turkey has increased promptly in recent years. Although prior re... more Use of social media platforms in Turkey has increased promptly in recent years. Although prior research has intensively scrutinized individuals' use of social media, there is a body of research focusing on the use of social media platforms by NGOs. The aim of the study is to fill the gap by shed light on use of social media by NGOs in Turkey. To this end, data from interviews with key informants in NGOs such as managers, employees or volunteers managing social media activities in the city of Çanakkale are analyzed. Through this analysis, questions such as in which extent they use the potential of social media, the impact of using social media on their activities and performance, and barriers prohibiting their use of social media are answered. Analysis shows that most of the NGOs use social media for sharing information regarding events, celebrations of important days and legislations that have an impact on their target audience. The most important barriers preventing NGOs from using social media effectively are; lack of professional personnel specialized in social media, lack of time, lack of funding (smartphones, computers etc.), and fear of being misunderstood. Although most of the NGOs don't fully benefited from use of it, they considered themself sufficient with current use. Nevertheless most of them plan to find a professional or volunteer expert in the next few years to organize their social media activities.
Journal For East European Management Studies
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Papers by Gungor Hacioglu