Researcher:
Canlı, Zeynep Gürhan

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Zeynep Gürhan

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Canlı

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Canlı, Zeynep Gürhan

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Researcher Of Publications: search.filters.isAuthorOfPublication.1b3b50c1-720f-4817-b87d-c2ff1259dc4d

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Now showing 1 - 10 of 29
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    How, when, and why do attribute-complementary versus attribute-similar cobrands affect brand evaluations: a concept combination perspective
    (Oxford Univ Press Inc, 2015) Swaminathan, Vanitha; Kubat, Umut; 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
    Extant research on cobranding does not examine when and why complementarity or similarity between cobranding partners can be more effective. This research examines consumers' reactions to cobranded partnerships that feature brands with either complementary or similar attribute levels, both of which are common in the marketplace. The results of six experiments show that consumers' evaluations vary as a function of concept combination interpretation strategy (property mapping or relational linking) and whether cobranded partners have complementary or similar attributes. Specifically, when consumers use property mapping, they evaluate cobranded partnerships with complementary (vs. similar) attribute levels more favorably. In contrast, when using relational linking, they evaluate cobranded partnerships with complementary (vs. similar) attribute levels less favorably. The results also reveal that the breadth of the host brand (broad vs. narrow) and the type of advertising influence the extent to which consumers are likely to use property mapping or relational linking in evaluating cobranded partnerships.
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    Feeling attached to symbolic brands within the context of brand transgressions
    (Emerald, 2015) Sayin, Eda; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135
    Purpose We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship. Methodology/approach - We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumer brand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand. Findings We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers' reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions. Originality/value - Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationshipsustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.
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    Managing brands and customer engagement in online brand communities
    (Emerald, 2013) Wirtz, Jochen; den Ambtman, Anouk; Bloemer, Josee; Horvath, Csilla; Ramaseshan, B.; van de Klundert, Joris; Kandampully, Jay; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135
    Purpose - Given the dramatic technology-led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Design/methodology/approach - The study provides a synthesis of the extant OBC literature to further our understanding of OBCs, and also puts forth future priorities for OBC research. Findings - A conceptual framework is provided that extends our understanding of OBCs and consumer engagement. Four key OBC dimensions (brand orientation, internet-use, funding and governance) are identified and three antecedents (brand-related, social and functional) are proposed of consumer-OBC engagement. Originality/value - This study is the first to explore key dimensions of OBCs, and the differing but related perspectives of the consumers and organizations involved.
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    Drawing inferences about others on the basis of corporate associations
    (Springer, 2006) Yoon, Y; Bozok, B; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135
    This research examined how observers use corporate associations (e.g., environmental responsibility) in drawing inferences about a target consumer's dispositions (e.g., whether the target person really cares about the environment). Respondents read a scenario describing a target consumer purchasing a certain brand of pens, whose maker had recently teamed up with an environmental organization. It was,found that target-related factors (e.g., impression motivation, the consistency of behavior) and company-related factors (e.g., the congruity of the supported cause with the company's reputation) systematically influenced the dispositional inferences made by the observers.
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    A construal level account of the impact of religion and god on prosociality
    (Sage, 2020) N/A; N/A; Department of Business Administration; Canlı, Zeynep Gürhan; Karataş, Mustafa; PhD Student; Faculty Member; Department of Business Administration; Graduate School of Business; College of Administrative Sciences and Economics; N/A; 16135
    This research shows that the two most prevalent religious constructs-God and religion-differentially impact cognition. Activating thoughts about God (vs. religion) induces a relatively more abstract (vs. concrete) mindset (Studies 1a-1c). Consequently, time donation intentions (Study 2) and actual monetary donations (Study 3) after a God (vs. religion) prime increase when people are presented an abstractly (vs. concretely) framed donation appeal. Similarly, people donate more money to distant (vs. close) donation targets, which are construed relatively abstractly (vs. concretely), when a religious speech activates predominantly God-specific (vs. religion-specific) thoughts (Study 4). These effects are mediated by "feeling right" under construal level fit (Study 3). Overall, this research significantly advances extant knowledge on religious cognition and past research on the link between religion and prosociality.
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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.
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    Culture and branding
    (Springer, 2017) Hayran, Ceren; Sarial-Abi, Gülen; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135
    This chapter provides an extensive review of academic research on the culture and branding interface that has been conducted since 1990s. We present a structured analysis of the major findings on how the changing landscape of culture influences how brands are perceived, provide managerial insights, discuss conflicting issues in the literature, and highlight some directions for future research. Specifically, we elaborate on how the cultural context and culturally sensitive consumer segments affect branding practices, and how consumer brand relationships are shaped by culturally relevant values.
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    Multiple shades of culture: insights from experimental consumer research
    (Taylor and Francis, 2017) 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
    This chapter provides a timeline for cross-cultural consumer research. It suggests that cross-cultural consumer research has gone through three stages: the introduction stage during the late 1990s, a growth stage in the early 2000s, and the maturity stage in the early 2010s. The chapter suggests that most of the earlier work primarily focused on: marketing communication content that would be persuasive across different cultures and different information processing styles across cultures. It also demonstrates that the earlier work on cross-cultural consumer psychology mainly focused on individualism-collectivism dimensions of culture and neglected the other cultural orientations. The chapter then provide evidence that most of the cross-cultural consumer research in early 2000s and 2010 focused on the effects of other cultural orientations on consumer behavior, the effects of culture on goals and motivation, and the effects of cultural orientations on brand and product evaluations as well as the development of culture-related phenomena.
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    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; 16135
    Today, 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.
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    Responses to replica (vs. genuine) touristic experiences
    (Elsevier, 2020) Sarial-Abi, G.; Merdin-Uygur, E.; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135
    A growing trend in tourism is the use of replica experiences. Yet, consumers' responses to replica (vs. genuine) touristic experiences are mostly overlooked in the literature. In this paper, we propose that consumers' perceptions of authenticity of the replica (vs. genuine) touristic experiences mediate their responses to these experiences. We define three theoretically driven factors that influence the authenticity perceptions of consumers—experience characteristics (restricted experience vs. not restricted experience; within close vs. distant geographical proximity to the genuine) and a consumer characteristic (salient goal: collecting experiences vs. having fun/pleasure), which influence consumers' responses to replica and genuine touristic experiences. We found support for the proposed theory using two field studies from Egypt's Luxor Tutankhamun tomb and three experimental studies. © 2020 Elsevier Ltd