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Publication Metadata only A dynamic analysis of market entry rates in a global industry: a community ecology perspective(Emerald, 1999) Çavuşgil, S. Tamer; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158States that it is critical that incumbent firms understand the processes that enhance or inhibit entry of new firms into their industry. A new entrant into an industry may create additional demand by legitimizing the technology/products, and/or may share the existing market by drawing buyers away from incumbents. An analysis of market entry rates is especially important in new, high technology industries where sub‐groups of firms pursue different technology and global market diversification strategies because such sub‐groups may have asymmetrical cross‐effects on entry rates of new firms. Suggests a community ecology approach to assessing the impact of industry density on new firm entry rates. The framework is demonstrated by applying it to the global personal computer industry during the period of 1977‐1992. Results suggest that density has a nonmonotonic positive effect, while the firm‐level variables of technological strategy and market expansion strategies have a monotonic positive effect on new firm entry rates.Publication Metadata only Adoption of global consumer culture: the road to global brands(Edward Elgar Publishing Ltd., 2012) N/A; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158The cultural influence of global brands has never been more important. In psychological terms, global brands are perceived as creating an identity, and a sense of achievement for consumers, symbolizing the aspired values of global consumer culture (GCC). Through the process of meaning transfer consumers internalize these values and ideals to their self-concept (McCracken 1986). On one hand, global brands carry the espoused values of the global culture, which refl ects mostly the core values of Western societies, including freedom of choice, free market, and individual rights (Gupta and Govindarajan 2004); on the other hand, consumers actively create and add new meanings to global brands through a process of meaning co-creation. Global brands are defi ned as brands that have widespread global aware-ness, availability, acceptance and demand, often found under the same name with consistent positioning, personality, look and feel in major markets enabled by centrally coordinated marketing strategies and pro-grams (Özsomer and Altaras 2008). Global brands with their consistent positioning benefi t from a unique perceived image worldwide. Consumers equate consumption of global brands with modernity, consumerism, progress, success, effi ciency and a promise of abundance (Holton 2000). Consumers' preferences for global brands are positively associated with the extent to which they believe these brands are available around the world rather than being available only in the local markets (Steenkamp, Batra and Alden 2003). Such a global positioning increases in its strategic appeal as consumers around the world develop similar needs and tastes constituting global consumer segments, such as the affl uent and teenagers (Hassan and Katsanis 1994; Özsomer and Simonin 2004; Ter Hofstede, Wedel and Steenkamp 2002). Multinational corporations (MNCs) are positioned to benefi t sig-nifi cantly from developing and leveraging global brands. In fact, many of the strategic actions of MNCs are fueling the growth of global brands. Focusing their marketing eff orts on fewer global brands enables MNCs to concentrate resources on a portfolio of leading brands with strong growth potential that best meets the needs, aspirations and values of M2841 -OKAZAKI 9781848448582 PRINT.indd 42 M2841 -OKAZAKI 9781848448582 PRINT.indd 42 28/11/2011 15:24 28/11/2011 15:24 Adoption of global consumer culture 43 people around the world. For example, since its Path to Growth strategy was launched in 2000, Unilever has reduced the number of brands from 1600 to 400 leading brands and under 250 tail brands (www.unilever.com). Around the same time, P&G has also pruned its brand portfolio in favor of global brands (Pitcher, 1999), while in 2003 Heinz declared its intention to focus on a smaller number of "power brands" and selling many of its local brands. Similarly, Colgate Palmolive has invested a lot in making Colgate Total a global brand name. These and many other companies are betting their futures on global brands and consumers around the world from advanced to emerging economies are responding favorably. For example, 23 of P&G's and 13 of Unilever's brands have more than a billion dollar in net annual sales.Publication Metadata only Brand extensions(Taylor and Francis, 2016) N/A; Department of Business Administration; Şanlı, Ceren Hayran; Canlı, Zeynep Gürhan; PhD Student; Faculty Member; Department of Business Administration; Graduate School of Business; College of Administrative Sciences and Economics; 275215; 16135Brand extension is a widely used new product introduction strategy for firms. It has gained significant attention both from academia and the business world. While firms can benefit highly from well-implemented extensions, they can significantly suffer from unsuccessful ones. In this chapter, we review research dating from the 1990s that addresses success factors of brand extensions. Our chapter is structured as follows: First, we provide a brief discussion on the meaning and advantages of brand extensions. Then, based on a review of extant literature, we identify three major psychological processes that underlie consumers’ extension evaluations, namely categorization, motivational processes and thinking styles. Subsequently, we distinguish among four main factors (i.e., brand content, brand structure, market structure and consumer charac - teristics) that moderate the process by which consumers evaluate brand extensions. Finally, we discuss the spillover effects of extension evaluations on the parent brand, and address avenues for further research.Publication Metadata only Comparative evaluation and framing: how price-quality relationship is vulnerable to attribute framing(Springer, 2016) N/A; Erguncu, Selin; PhD Student; Graduate School of Business; N/AAs many of our decisions rely on relativity in judgmental processes, consumers also conduct comparative evaluations to build most of their preferences, if not all. This research investigates how framing of product information influences the comparative evaluation process performed during purchase decisions. In particular, we study the impact of attribute framing on consumers’ perceptions and attitudes, and eventually on their preferences. In a series of six experiments, we show that consumers tend to perceive two products more differently from each other, when the focal attributes of products are framed negatively (vs. positively). We explain this greater perceptual difference in negative frames with stronger sensitivity to losses (vs. gains), which leads to the amplified unfavorability of the inferior product in negative frames. In addition to the perceptual shift, results also show that framing changes attitudes towards price. We observe a stronger price-quality association in negative (vs. positive) frames and explain this finding with the adversity of drawing quality inferences out of unfavorable information. Hence, consumers are more likely to build favorable attitudes for high-priced products, when attributes are framed negatively (vs. positively). As a result of this stronger price-quality inference, preference for the more expensive product is found to be greater when products are presented in negative frames than in positive frames. Overall, this research contributes to framing and pricing literatures by observing how the entire comparative decision process is shaped on the basis of attribute framing.Publication Metadata only Consumer-brand relationships in Turkey(Emerald Group Publishing, 2018) Merdin-Uygur, Ezgi; Kubat, Umut; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer-brand relationship has been of great interest for marketers. Indeed, consumer-brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands' control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers' relationships with brands. By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer-brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer-brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.Publication Metadata only Customer-based brand equity in a technologically fast-paced, connected, and constrained environment(Springer, 2016) Sarial-Abi, Gülen; Department of Business Administration; N/A; Canlı, Zeynep Gürhan; Şanlı, Ceren Hayran; Faculty Member; PhD Student; Department of Business Administration; College of Administrative Sciences and Economics; Graduate School of Business; 16135; 275215Keller’s (Journal of Marketing, 57(1), 1–22, 1993) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-paced technological advances, digital (online) developments, and social and environmental constraints influence how brands are managed in today’s marketing environment. We elaborate on how these developments—and the resulting growing importance of three brand attributes, namely innovativeness, responsiveness, and responsibility—relate to Keller’s frameworks. We identify further research opportunities on branding in light of these global macro changes.Publication Metadata only Exploring the antecedents and consumer behavioral consequences of “Feeling of Missing Out (FOMO)”(Springer, 2017) Anik, Lalin; N/A; Department of Business Administration; Şanlı, Ceren Hayran; Canlı, Zeynep Gürhan; PhD Student; Faculty Member; Department of Business Administration; Graduate School of Business; College of Administrative Sciences and Economics; 275215; 16135Today, we are more aware of the several alternative activities happening around us than ever before. We have access to real-time information about what is going on—events to see, places to visit, conversations to follow, gatherings to attend, etc. Especially through digital tools and social media, we are frequently reminded of the existing experiences. Yet, we often lack the resources to participate in all. As a result, we are likely to experience an aversive affective state, a feeling of missing out on the unattended experiences. Despite the extensive managerial press on FOMO (e.g., Herman 2012; JWT 2012), scarce empirical work exists (Alt 2015; Przybylski et al. 2013). In this paper, we elaborate on the meaning of FOMO in a nomological web of constructs, explore its antecedents (i.e., when and how it occurs), and link FOMO to consumer behavior.Publication Metadata only Free samples: a conceptual framework(Marmara Üniversitesi (MÜ) Yayınları, 2008) Department of Business Administration; Sayman, Serdar; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 112222A widely used sales promotion technique is offering free samples. The purpose of this study is to provide a conceptual framework for the effects of free samples on the buyer. We examine these effects under six headings: (i) Samples carry information about the product and may create awareness, (ii) The sample may result in the endowment effect, (iii) Free sample may create curiosity and expectations towards the product itself, (iv) Because the sample is costless, value-discounting of the product may be relevant, (v) Free samples are gifts, and hence receiving them may create a good mood, (vi) Receiving the sample as a gift may lead to a sense of reciprocity. Belief, attitude, intention, and (purchase) behavior may change due to these effects. Our contribution to the literature is twofold: First, it enhances our understanding of free samples by providing a conceptual framework for their effects; second, endowment and curiosity effects have not been discussed before in regards to the free samples. / Ücretsiz örnekler pazarlamacıların yaygın olarak kullandığı satış promosyonu tekniklerindendir. Bu çalışmada amaç, örneklerin alıcı üzerindeki etkilerine dair bir kavramsal çerçeve çizmektir. Bu etkiler altı başlık altında incelenmektedir: (i) Örnekler ürüne dair bilgi taşır ve farkındalık yaratabilir, (ii) Örnek ürün almak kişide sahiplenme etkisine neden olabilir, (iii) Örnek, ürünün kendisine dair merak ve beklenti oluşturabilir, (iv) Örneğin ücretsiz olması nedeniyle alıcıda ürüne dair değer-indirgeme oluşabilir, (v) Örnek bir çeşit hediye olduğu için alıcıda olumlu bir duygu durumu yaratabilir, (vi) Hediye almış olmak karşılıklılık hissine yol açabilir. Bu etkilere bağlı olarak alıcının inanış, tutum, niyet ve (satın alma) davranışı değişecektir. Bu çalışmanın literatüre iki temel katkısı vardır: Birincisi, çalışma, ücretsiz örneklerin etkilerine dair kavramsal bir çerçeve çizerek bu promosyonun daha iyi anlaşılmasına yardımcı olmaktadır; ikincisi, ücretsiz örnekler bağlamında daha önce sahiplenme ve merak etkileri tartışılmamıştır.Publication Metadata only Influencer marketing as labour: between the public and private divide(Edward Elgar Publishing Ltd., 2020) N/A; N/A; N/A; N/AThe labour law perspective divides social media influencers into two groupings. First, social media influencers exist in law as commercial entities themselves, beyond the remit of employment law regulations. Second, social media has subtly infiltrated the orthodox workplace setting, with the by-product of employers deploying their workers as influencers within their own social networks. The distinction between an independent commercial entity and a worker or employee (as a category variously captured by employment regulation) remains contested terrain. While this topic travels into that debate, this chapter predominantly examines how social media influencers reveal information technology's impact on labour law.Publication Metadata only Marketing strategies for entry deterrence and managerial compensation: a new perspective based on cognitive hierarchy(İsarder, 2018) Chen, Yuxin; Demir, Kıvılcım Döğerlioğlu; Turut, Özge; Department of Business Administration; Uysal, Ezgi Akpınar; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 122585Firms in Turkey have started to practice giving stock options as part of managers compensation. However, in the literature it is not clear that giving stock options would motivate managers to make the right strategic decisions. It is well documented that managers vary in their ability of thinking strategically, and they may not be able to correctly conjecture the actions and beliefs of competitors as assumed in the standard game theory. Given this heterogeneity in managers’ strategic thinking capability and the importance of managerial compensation, it is investigated when it is profitable to compensate managers by giving stock options. The context is chosen in which firms do not have the access to control managers directly, but can motivate them to develop the right marketing strategies to deter entry. Based on Cognitive Hierarchy model stock options are found that they should be used only if both the manager and the rival are strategic or the manager is naive, but not the rival. / Üst düzey yöneticilere sağlanan menfaatlerin önemli bir unsuru olan hisse teşvik ödülleri ülkemizde de yaygınlaşmaya başlamıştır. Ancak, literatürde hisse teşvik ödüllerinin yöneticiyi doğru motive edeceği ve şirket için doğru stratejik kararlar vermesini sağlayacağına dair net bir görüş bulunmamaktadır. Literatürde gösterilmiştir ki, yöneticiler stratejik düşünme yetenekleri açısından farklılık göstermektedirler ve bu yüzden rakip firmaların düşünce ve hareketlerini standart oyun teorisinin öngördüğü şekilde doğru tahmin edemeyebilirler. Yöneticilerin stratejik düşünme kabiliyetlerinde heterojen yapıyı ve hisse teşvik ödüllerinin yaygın bir şekilde kullanıldığını göz önüne alarak, bu makalede hangi koşullar altında şirketlerin hisse teşvik ödüllerini kullanmalarının doğru olacağı araştırılmaktadır. Bunun için şirketin yöneticisinin hareketlerini doğrudan kontrol edemediği durumlarda, yöneticiye sağlayacağı finansal teşvikle yöneticinin rakiplerin piyasaya girmesini caydıracak pazarlama stratejileri geliştirmesini sağlaması konusu seçilmiştir. Araştırmalar Bilişsel Hiyerarşi modelini baz alarak geliştirilen matematiksel modelle yapılmıştır. Sonuçlara göre, teşvik olarak hisse teşvik ödülleri yönetici ve rakip firma tamamen stratejikse ya da yönetici naif ancak rakip değilse verilmelidir. Eğer rakip firma naifse kâr bazlı prim verilmelidir.