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    PublicationMetadata 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; 108158
    States 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.
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    PublicationOpen Access
    A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics
    (American Marketing Association (AMA), 2007) Cooil, B.; Keiningham, T. L.; Hsu, M.; Department of Business Administration; Aksoy, Lerzan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics
    Customer loyalty is an important strategic objective for all managers. Research has investigated the relationship between custom̀er satisfaction and loyalty in various contexts. However, these predominantly cross-sectional studies have focused on customer retention as the primary measure of loyalty. There has been little investigation into the impact on share of wallet. Using data from the Canadian banking industry, this research aims to (1) provide the first longitudinal examination of the impact of changes in customer satisfaction on changes in share of wallet and (2) determine the moderating effects of customer age, income, education, expertise, and length of relationship. Data from 4319 households using 12,249 observations over a five-year period indicate a positive relationship between changes in satisfaction and share of wallet. In particular, the initial satisfaction level and the conditional percentile of change in satisfaction significantly correspond to changes in share of wallet. Two variables, income and length of the relationship, negatively moderate this relationship. Other demographic and situational characteristics have no impact.
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    PublicationOpen Access
    A longitudinal examination of net promoter and firm revenue growth
    (American Marketing Association (AMA), 2007) Keiningham, Timothy L.; Cooil, Bruce; Andreassen, Tor Wallin; Department of Business Administration; Aksoy, Lerzan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics
    Managers have widely embraced and adopted the Net Promoter metric, which noted loyalty consultant Frederick Reichheld advocates as the single most reliable indicator of firm growth compared with other loyalty metrics, such as customer satisfaction and retention. Recently, however, there has been considerable debate about whether this metric is truly superior. This article (1) employs longitudinal data from 21 firms and 15,500-plus interviews from the Norwegian Customer Satisfaction Barometer to replicate the analyses used in Net Promoter research and (2) compares Reichheld and colleagues' findings with the American Customer Satisfaction Index. Using industries Reichheld cites as exemplars of Net Promoter, the research fails to replicate his assertions regarding the "clear superiority" of Net Promoter compared with other measures in those industries.
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    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; 108158
    The 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.
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    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; 16135
    Brand 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.
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    PublicationRestricted
    Bundle pricing in two-stage supply chains
    (Koç University, 2018) Gökgür, Burak; Karabatı, Selçuk; 0000-0001-6976-5405; Koç University Graduate School of Business; Operations Management and Information Systems; 38819
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    PublicationOpen Access
    Captive but mobile: privacy concerns and remedies for the mobile environment
    (Taylor _ Francis, 2013) Popescu, Mihaela; Department of Media and Visual Arts; Baruh, Lemi; Faculty Member; Department of Media and Visual Arts; College of Social Sciences and Humanities; 36113
    We use the legal framework of captive audience to examine the FTC’s 2012 privacy guidelines as applied to mobile marketing. We define captive audiences as audiences without functional opt-out mechanisms to avoid situations of coercive communication. By analyzing the current mobile marketing ecosystem, we show that the FTC’s privacy guidelines inspired by the Canadian “privacy by design” paradigm fall short of protecting consumers against invasive mobile marketing in at least three respects: (a) the guidelines ignore how, in the context of data monopolies, the combination of location and personal history data threatens autonomy of choice; (b) the guidelines focus exclusively on user control over data sharing, while ignoring control over communicative interaction; (c) the reliance on market mechanisms to produce improved privacy policies may actually increase opt-out costs for consumers. We conclude by discussing two concrete proposals for improvement: a “home mode” for mobile privacy and target-specific privacy contract negotiation.
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    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/A
    As 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.
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    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; 16135
    Marketing 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.
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    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; 275215
    Keller’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.