The Effect of Consumer Based Brand Equity on Brand Reputation International Journal Of Eurasia Social Sciences, Vol.8 No.30 2017
Özet: This study aims to shed light into an unexplored area of the marketing by exploring the relationship between Consumer Based Brand Equity and Brand Reputation, two distinct constructs, the former from marketing theory and practice and the latter from the communication field, which play important roles in the market performance of firms. Results of the study confirm that there is a positive relationship within the sub-dimensions of Consumer Based Brand Equity in a sequential structure, which brings consumers from the basic awareness level about the brand to the formation of Brand Associations as well as the perception of quality and consequently resulting to support the level of loyalty through Brand Associations. Another finding of the study is that Brand Loyalty, which is the ultimate level of Consumer Based Brand Equity construct, is found to positively affecting the Brand Reputation. This study contributes to the existing literature by exploring the relationship between Consumer Based Brand Equity and Brand Reputation in a reverse direction compared to the existing studies in the literature. Finding suggests that not only Brand Reputation supports Brand Loyalty level of consumers as confirmed in the current literature.
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The Determinants of Intention to Shop Online and Effects of Brand Equity on e-Store Patronage Journal of Global Strategic Management Vol.13 No.1 2013
While the penetration of the Internet in consumers’ daily lives still continue with an increasing momentum, this new medium has experienced a radical transformation from being a communication tool to be an economic platform where consumers do not only communicate but also transact. In this perspective, online consumer behavior became an important area for both academics and professionals, which needs to be investigated and explored. As the Internet is a new technological channel for shopping, consumers need first to decide to use this new channel for shopping and then make their online retailer preference. Thus, online consumer behavior involves a two-step process composed of intention to shop online and selection of e-store. The purpose of this study is to develop and test a two steps online consumer behavior model which explains the dynamics of the intention and selection processes. A two staged research design has been implemented in the study. At the first stage, parallel to the existing literature, the effects of risk perceptions, technology acceptance factors, and benefit perceptions on the intention to shop online has been measured. The effect of retailer brand equity on e-store selection process has been measured on the second stage. The research hypotheses have been developed based on both the existing theoretical ground and current findings in the literature.
The results of the study confirmed that risk perceptions, technology acceptance factors and benefit perceptions regarding online shopping play a decisive role in the intention of consumers to shop online. A second important finding of the study is that once consumers’ involve into online shopping activity, the strength of retailers’ brand equity directly affects the consumers’ store preference.
Global Strategic Management dergisinde yayımlanan bu çalışmayı okumak için lütfen tıklayın.
How Does Event Sponsorship Help in Leveraging Brand Equity?
Journal of Sponsorship Vol.3 No.1 2009.
Sponsorship of events is a popular strategic communication tool which helps managers to exploit the equity of their brands. Based on the results of empirical research, this paper explains how brand managers can leverage the equity of their brands via event sponsorship. Critical factors leading to success in event sponsorship are explained in detail.
Sponsorship dergisinde yayımlanan bu çalışmanın detaylarına EBSCO üzerinden ulaşabilirsiniz.
Firmalar Arası Bilgi Paylaşımı İle Tedarik Zinciri Yönetimi Performansı İlişkisinde Bilgi Kalitesinin Moderatör Etkisi
Yönetim Bilimleri Dergisi Vol.13 No.1 2015.
Tedarik zinciri yönetimi performansı ile ilgili yapılan araştırmalar, firmalar arası bilgi paylaşımının tedarik zinciri performansı üzerine pozitif etkisine odaklanmıştır. Yapılan birçok araştırmada TZY’de bilgi paylaşımının önemi incelenirken, firmalar arasında paylaşılan bilginin kalitesi ihmal edilmiştir.
Bu araştırma, firmalar arası bilgi paylaşımının tedarik zinciri performansına etkisini incelemede bilgi kalitesinin moderatör rolünü açıklamaktadır. 175 firmada 237 geçerli anket sayısına ulaşılmış ve firmalar arası bilgi paylaşımının tedarik zinciri performansına etkisini incelemede bilgi kalitesinin moderatör rolü hiyerarşik regresyon yöntemi ile analiz edilmiştir. Yapılan analiz; firmalar arası bilgi paylaşımının tedarik zinciri performansı üzerine etkisinde bilgi kalitesinin moderatör rolü olduğu sonucunu desteklemektedir.
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The Impact of Technological Learning on Firm Performance: The Sample of An Empirical Research
Akademik Bakış Dergisi Vol. 37 Temmuz-Ağustos 2013
Technological Learning, as a special area of Organizational Learning is evaluated that a factor effects technology based firm’s market performance positively. The aim of this paper is to investigate the relationship between technological learning activities and firm market performance.
In this research, although the existence and timing of the relationship between technological learning and firm market performance activities were confirmed, the existence of positive relationship between technological learning activities and firms market performance was not found.
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Three Dimensional Market Strategy Model for B2C Click Only Firms
Proceedings of the ICBME, Vol.1 No.4 2005.
This paper proposes a model of market strategies that will help to “click only” B2C firms to implement the best strategy at their current situation. The model proposed is a three dimensional strategy guide that recommends the proper market strategies by taking into consideration the product type that the firm sells, the position of the firm in the market and the status of the market.
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