Collecting, which is a niche area of consumer behavior, has been given little research attention ... more Collecting, which is a niche area of consumer behavior, has been given little research attention by marketing scholars. Based on an extensive literature review and primary data collection through in-depth interviews, conducted in Turkey, the present study intends to understand collectors’ motivations and emotional outputs of the process. Additionally, it also aims at classifying collector typologies based on their starting point of collecting and revealing the differentiated motives and emotional outcomes of each typology. The findings indicate that all of the participants in all groups stated that they are addicted to collecting. Within groups, Family collectors differentiate with passion for research and childhood collectors with nostalgia whereas leaving a heritage to the future and self-expression are the main motives of adulthood collectors. On the output side, the pleasure/satisfaction derived from collecting has been the common point of all collector groups. Besides, the perc...
İşletmelerin pazarlama karar ve stratejilerinin belirlenmesinde cinsiyet kavramı, etkili bir paza... more İşletmelerin pazarlama karar ve stratejilerinin belirlenmesinde cinsiyet kavramı, etkili bir pazar bölümleme değişkenidir. Ürünlerin ve hizmetlerin hedef kitlenin isteklerine ve ihtiyaçlarına hitap edebilmesi, hedef kitlenin dikkatini çekebilmesi etkin bir pazarlama iletişimi ile mümkün olabilmektedir. Satın alma davranışını önemli ölçüde şekillendiren reklamlar, pazarlama iletişimi açısından hedef kitleye ulaşmada anahtar rol üstlenmektedir. Hedef kitlenin, reklamı yapılan ürüne veya hizmete dikkatinin çekilmesi, ürünün veya hizmetin akılda kalıcılığının sağlanması, rakiplerinden ayırt edilebilir olması için geliştirilen unsurları ifade eden reklamda çekicilik ve strateji, bu çalışma ile irdelenen başlıklar arasındadır. Bu kapsamda dezenfektan reklamlarında kullanılan görsellerin reklamda çekicilik ve strateji oluştururken cinsiyet kaynaklı; algılama farklılıkları, dikkat süre ve sayılarındaki farklılıklar, nöropazarlama araştırma tekniklerinden Eye-Tracking yöntemi ile ortaya konu...
Baruönü Latif, Özge F. (Dogus Author)Today, the concept of brand community is accepted as the hig... more Baruönü Latif, Özge F. (Dogus Author)Today, the concept of brand community is accepted as the highest adaption of consumers to the brands. In this article, the definition of brand community and its basic components are examined conceptually. Afterwards, whether the sports clubs could be addressed as a brand community or not is discussed in the highlight of literature. At the end of the article, Fenerbahce Sports Club (FB) which was first established football club in Turkey with 25 billion fans, is evaluated with its practices as a brand community in a case study
Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, 2020
Bu çalışmanın amacı, Covid-19'un Dünya genelinde yaratmış olduğu endişe ve korku duygularının... more Bu çalışmanın amacı, Covid-19'un Dünya genelinde yaratmış olduğu endişe ve korku duygularının, tüketici bakış açısıyla ne gibi yansımaları olduğunu incelemek, kısa vadeli tüketici davranışı çerçevesinde, değişen, dönüşen ve eksen değiştiren satınalma davranışlarının neler olduğunu tespit etmektir. Önceki çalışmalar ağırlıklı olarak, finansal krizlerde değişen tüketici davranışına odaklanmıştır. Sözkonusu çalışma ise güncel bir konu olan Covid-19 salgınını pazarlama disiplini açısından inceleyerek, pandemik bir hastalığın neden olduğu bir kriz ortamında tüketicinin tutum ve davranışlarını sorgulayan ilk çalışmadır. Yöntem olarak derinlemesine mülakat tekniği kullanılarak keşifsel bir araştırma gerçekleştirilmiştir. Vakanın Türkiye'de ilk görüldüğü gün ve dört hafta sonrasında toplam 10 katılımcıyla iki kez gerçekleştirilen online mülakatlar sonucunda, tüketicilerin satınalma davranışlarının stoklama, belli ürün kategorilerine yönelme, gereksiz alımlardan kaçınma ve farkı kate...
Today rapidly evolving of Internet technologies enable the companies to carry their business acti... more Today rapidly evolving of Internet technologies enable the companies to carry their business activities to Internet. This situation provides firms to serve a wide range of customers and cost effectively. In the first part of this study, the definition of e- commerce, its pros and cons and classifications are examined briefly. Secondly, the concept of e-retailing and e-retailing business models are tried to be investigated in B2C business models. Afterwards private shopping clubs which are one of the famous virtual retailers are examined in the frame of e-retailing business models. Finally, Turkey’s leading private shopping club, Markafoni and its business implications are included as a case study. An indepth interview is used as a qualitative research method with the Director of Brand Management of Markafoni
The concept of gender is an effective market segmentation variable in determining businesses'... more The concept of gender is an effective market segmentation variable in determining businesses' marketing decisions and strategies. With effective marketing communication, it is possible that products and services can address the target audience's demands and needs and attract the attention of the target audience. In terms of marketing communication, the ads that shape buying behavior significantly play a key role in reaching the target audience. The attractiveness and strategy of the advertisement, which expresses the elements developed to attract the target audience's attention to the advertised product or service, to ensure the permanence of the product or service, and to be distinguished from its competitors, are among the topics discussed in this study. In this context, the visuals used in disinfectant advertisements are based on gender while creating attraction and strategy in advertising; Understanding and interpreting information, differences in attention span and ...
We think that businesses have no difference from the armies struggling with each other in a battl... more We think that businesses have no difference from the armies struggling with each other in a battle field, due to fierce competition that exists in today's business world. In this article, the similarities between the overall war strategies and marketing strategies are explained with examples from the Turkish market, blended with the interpretations of Eastern and Western military strategists. We rely in our research on the leadership of master of war Sun Tzu’s and the famous general Clausewitz's war strategies. We also tap into the strategies used by the Turkish nation, known as a warrior nation throughout its history. The article examines the subject in the context of two divided basic war strategies, offensive and defensive war strategies, by illustrating the realized marketing cases and strategies implemented by the firms in the market.
Infleuncer marketing, a new form of social media advertising, has been frequently by brands in re... more Infleuncer marketing, a new form of social media advertising, has been frequently by brands in recent years.In this study, a conceptual model that demonstrates the effective factors in creating a positive consumer attitude and purchasing intention regarding the brands supported by social media influencers is proposed and tested with an empirical study. In May 2020, an online survey was conducted with 124 participants following at least one social media influencer.The findings reveal the positive impact of influencer in affecting consumer attitudes and purchasing intentions. It specifically underlines that marketing managers should consider the attractiveness and reliability of influencer beside influencer-brand compatibility, and influencer-target population similarity when choosing the influencer to support their brand.
Bu calismanin amaci, sosyal medyada toplumsal cinsiyet algisini pazarlama ve kadin calismalari di... more Bu calismanin amaci, sosyal medyada toplumsal cinsiyet algisini pazarlama ve kadin calismalari disiplinleri kapsaminda inceleyerek, onemli bir sosyal medya araci olan Youtube uzerinden yayimlanan reklamlari cinsiyetci soylem acisindan analiz etmek, bugune dek geleneksel medya uzerine gelistirilmis olan literatur calismalarina onemli bir eksiklik olan sosyal medya boyutunu da eklemektir. Icerik analizi, 2017 yili boyunca Youtube uzerinden yayimlanmis aylik bazda en cok izlenen toplam 120 adet reklam filminin feminist bir bakis acisiyla, gostergebilimsel yontem kullanilarak analiz edilmesiyle gerceklestirilmistir. Bu baglamda sosyal medya reklamlari, birer pazarlama metni olarak ele alinmis ve gonderdigi acik ve kapali mesajlar, feminist bir perspektiften yorumlanmaya calisilmistir. Incelenen reklamlarda, kadinin sosyal medya reklamlarindaki rolu ve yansimalarinin detayli analizi yapilmis ve geleneksel medyadan farklilasan yonleri ve cinsiyet asimetrisi ortaya konmustur.
Purpose This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase beh... more Purpose This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase behavior of genuine brands and counterfeits. It also forms a typology based on the decision-making processes of these two groups by exploring neutralization processes and emotional outcomes related to their behaviors. Design/methodology/approach Data are collected through in-depth, semi-structured interviews with 42 users and non-users of counterfeits from different SES groups. Findings This paper develops a consumer typology based on the customer behavior of counterfeit and genuine brand users, as well as emotional outcomes and neutralization strategies used to justify their actions according to their SES group. These categories are defined as the black chameleons, the counterfeit owners, the genuine brand owners and the authenticity seekers. Originality/value This paper contributes to the counterfeit literature by examining the consumption practices of each SES group of users and non-user...
Collecting, which is a niche area of consumer behavior, has been given little research attention ... more Collecting, which is a niche area of consumer behavior, has been given little research attention by marketing scholars. Based on an extensive literature review and primary data collection through in-depth interviews, conducted in Turkey, the present study intends to understand collectors’ motivations and emotional outputs of the process. Additionally, it also aims at classifying collector typologies based on their starting point of collecting and revealing the differentiated motives and emotional outcomes of each typology. The findings indicate that all of the participants in all groups stated that they are addicted to collecting. Within groups, Family collectors differentiate with passion for research and childhood collectors with nostalgia whereas leaving a heritage to the future and self-expression are the main motives of adulthood collectors. On the output side, the pleasure/satisfaction derived from collecting has been the common point of all collector groups. Besides, the perc...
İşletmelerin pazarlama karar ve stratejilerinin belirlenmesinde cinsiyet kavramı, etkili bir paza... more İşletmelerin pazarlama karar ve stratejilerinin belirlenmesinde cinsiyet kavramı, etkili bir pazar bölümleme değişkenidir. Ürünlerin ve hizmetlerin hedef kitlenin isteklerine ve ihtiyaçlarına hitap edebilmesi, hedef kitlenin dikkatini çekebilmesi etkin bir pazarlama iletişimi ile mümkün olabilmektedir. Satın alma davranışını önemli ölçüde şekillendiren reklamlar, pazarlama iletişimi açısından hedef kitleye ulaşmada anahtar rol üstlenmektedir. Hedef kitlenin, reklamı yapılan ürüne veya hizmete dikkatinin çekilmesi, ürünün veya hizmetin akılda kalıcılığının sağlanması, rakiplerinden ayırt edilebilir olması için geliştirilen unsurları ifade eden reklamda çekicilik ve strateji, bu çalışma ile irdelenen başlıklar arasındadır. Bu kapsamda dezenfektan reklamlarında kullanılan görsellerin reklamda çekicilik ve strateji oluştururken cinsiyet kaynaklı; algılama farklılıkları, dikkat süre ve sayılarındaki farklılıklar, nöropazarlama araştırma tekniklerinden Eye-Tracking yöntemi ile ortaya konu...
Baruönü Latif, Özge F. (Dogus Author)Today, the concept of brand community is accepted as the hig... more Baruönü Latif, Özge F. (Dogus Author)Today, the concept of brand community is accepted as the highest adaption of consumers to the brands. In this article, the definition of brand community and its basic components are examined conceptually. Afterwards, whether the sports clubs could be addressed as a brand community or not is discussed in the highlight of literature. At the end of the article, Fenerbahce Sports Club (FB) which was first established football club in Turkey with 25 billion fans, is evaluated with its practices as a brand community in a case study
Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, 2020
Bu çalışmanın amacı, Covid-19'un Dünya genelinde yaratmış olduğu endişe ve korku duygularının... more Bu çalışmanın amacı, Covid-19'un Dünya genelinde yaratmış olduğu endişe ve korku duygularının, tüketici bakış açısıyla ne gibi yansımaları olduğunu incelemek, kısa vadeli tüketici davranışı çerçevesinde, değişen, dönüşen ve eksen değiştiren satınalma davranışlarının neler olduğunu tespit etmektir. Önceki çalışmalar ağırlıklı olarak, finansal krizlerde değişen tüketici davranışına odaklanmıştır. Sözkonusu çalışma ise güncel bir konu olan Covid-19 salgınını pazarlama disiplini açısından inceleyerek, pandemik bir hastalığın neden olduğu bir kriz ortamında tüketicinin tutum ve davranışlarını sorgulayan ilk çalışmadır. Yöntem olarak derinlemesine mülakat tekniği kullanılarak keşifsel bir araştırma gerçekleştirilmiştir. Vakanın Türkiye'de ilk görüldüğü gün ve dört hafta sonrasında toplam 10 katılımcıyla iki kez gerçekleştirilen online mülakatlar sonucunda, tüketicilerin satınalma davranışlarının stoklama, belli ürün kategorilerine yönelme, gereksiz alımlardan kaçınma ve farkı kate...
Today rapidly evolving of Internet technologies enable the companies to carry their business acti... more Today rapidly evolving of Internet technologies enable the companies to carry their business activities to Internet. This situation provides firms to serve a wide range of customers and cost effectively. In the first part of this study, the definition of e- commerce, its pros and cons and classifications are examined briefly. Secondly, the concept of e-retailing and e-retailing business models are tried to be investigated in B2C business models. Afterwards private shopping clubs which are one of the famous virtual retailers are examined in the frame of e-retailing business models. Finally, Turkey’s leading private shopping club, Markafoni and its business implications are included as a case study. An indepth interview is used as a qualitative research method with the Director of Brand Management of Markafoni
The concept of gender is an effective market segmentation variable in determining businesses'... more The concept of gender is an effective market segmentation variable in determining businesses' marketing decisions and strategies. With effective marketing communication, it is possible that products and services can address the target audience's demands and needs and attract the attention of the target audience. In terms of marketing communication, the ads that shape buying behavior significantly play a key role in reaching the target audience. The attractiveness and strategy of the advertisement, which expresses the elements developed to attract the target audience's attention to the advertised product or service, to ensure the permanence of the product or service, and to be distinguished from its competitors, are among the topics discussed in this study. In this context, the visuals used in disinfectant advertisements are based on gender while creating attraction and strategy in advertising; Understanding and interpreting information, differences in attention span and ...
We think that businesses have no difference from the armies struggling with each other in a battl... more We think that businesses have no difference from the armies struggling with each other in a battle field, due to fierce competition that exists in today's business world. In this article, the similarities between the overall war strategies and marketing strategies are explained with examples from the Turkish market, blended with the interpretations of Eastern and Western military strategists. We rely in our research on the leadership of master of war Sun Tzu’s and the famous general Clausewitz's war strategies. We also tap into the strategies used by the Turkish nation, known as a warrior nation throughout its history. The article examines the subject in the context of two divided basic war strategies, offensive and defensive war strategies, by illustrating the realized marketing cases and strategies implemented by the firms in the market.
Infleuncer marketing, a new form of social media advertising, has been frequently by brands in re... more Infleuncer marketing, a new form of social media advertising, has been frequently by brands in recent years.In this study, a conceptual model that demonstrates the effective factors in creating a positive consumer attitude and purchasing intention regarding the brands supported by social media influencers is proposed and tested with an empirical study. In May 2020, an online survey was conducted with 124 participants following at least one social media influencer.The findings reveal the positive impact of influencer in affecting consumer attitudes and purchasing intentions. It specifically underlines that marketing managers should consider the attractiveness and reliability of influencer beside influencer-brand compatibility, and influencer-target population similarity when choosing the influencer to support their brand.
Bu calismanin amaci, sosyal medyada toplumsal cinsiyet algisini pazarlama ve kadin calismalari di... more Bu calismanin amaci, sosyal medyada toplumsal cinsiyet algisini pazarlama ve kadin calismalari disiplinleri kapsaminda inceleyerek, onemli bir sosyal medya araci olan Youtube uzerinden yayimlanan reklamlari cinsiyetci soylem acisindan analiz etmek, bugune dek geleneksel medya uzerine gelistirilmis olan literatur calismalarina onemli bir eksiklik olan sosyal medya boyutunu da eklemektir. Icerik analizi, 2017 yili boyunca Youtube uzerinden yayimlanmis aylik bazda en cok izlenen toplam 120 adet reklam filminin feminist bir bakis acisiyla, gostergebilimsel yontem kullanilarak analiz edilmesiyle gerceklestirilmistir. Bu baglamda sosyal medya reklamlari, birer pazarlama metni olarak ele alinmis ve gonderdigi acik ve kapali mesajlar, feminist bir perspektiften yorumlanmaya calisilmistir. Incelenen reklamlarda, kadinin sosyal medya reklamlarindaki rolu ve yansimalarinin detayli analizi yapilmis ve geleneksel medyadan farklilasan yonleri ve cinsiyet asimetrisi ortaya konmustur.
Purpose This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase beh... more Purpose This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase behavior of genuine brands and counterfeits. It also forms a typology based on the decision-making processes of these two groups by exploring neutralization processes and emotional outcomes related to their behaviors. Design/methodology/approach Data are collected through in-depth, semi-structured interviews with 42 users and non-users of counterfeits from different SES groups. Findings This paper develops a consumer typology based on the customer behavior of counterfeit and genuine brand users, as well as emotional outcomes and neutralization strategies used to justify their actions according to their SES group. These categories are defined as the black chameleons, the counterfeit owners, the genuine brand owners and the authenticity seekers. Originality/value This paper contributes to the counterfeit literature by examining the consumption practices of each SES group of users and non-user...
Uploads