Researcher:
Güzel, Zeynep Müge

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Zeynep Müge

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Güzel

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Güzel, Zeynep Müge

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20222

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Researcher Of Publications: search.filters.isAuthorOfPublication.22aba555-a054-4f83-80d1-ec9bf487d977

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    Cleansing the doors of perception: perceptual inaccuracy in marketing relationships
    (Springer, 2022) N/A; Department of Business Administration; Güzel, Zeynep Müge; Tunalı, Ayşegül Özsomer; Teaching Faculty; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; College of Administrative Sciences and Economics; N/A; 108158
    We present an integrative and critical review of the current knowledge about perceptual inaccuracies in marketing relationships. We analyze antecedents of these inaccuracies, identify misperceived constructs and related downstream consequences and moderators. With a focus on salesperson-customer dyads, we provide a synthesis of existing research, develop an emergent conceptual framework and identify several research gaps. Drawing from various theories such as relationship lifecycle, social perception, and the behavioral decision theory, we suggest ways of reconciling inconsistent findings and develop propositions that could guide future perceptual inaccuracy research. We bring confidence into perceptual inaccuracy research to extend the current knowledge base. The perceptual inaccuracy lens can generate new insights to inspire and guide marketing researchers and practitioners. © 2022, Academy of Marketing Science.
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    Can advertising enhance consumers' desirable covid-19 health behavioral intentions? the role of brand-pandemic fit
    (Wiley, 2022) Newmeyer, Casey E.; Schmidt-Devlin, Ellen; Department of Business Administration; N/A; Tunalı, Ayşegül Özsomer; Güzel, Zeynep Müge; Faculty Member; PhD Student; Department of Business Administration; College of Administrative Sciences and Economics; Graduate School of Business; 108158; N/A
    This article explores the fit between the advertised brand and the pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, and getting tested when exposed). In an advanced and emerging market setting we find that advertisements for brands that are perceived as high on brand-pandemic fit enhance consumers' socially desirable COVID-19 health behavioral intentions and changes in brand credibility is the mechanism that drives such intentions. Fit is especially beneficial on the intentions of consumers whose health beliefs reflect only low to moderate concern about COVID-19. Consumers with low or moderate (vs. high) COVID-19 health beliefs exhibit an increased susceptibility to the fit-desirable health behavioral intentions relationship. The results are also corroborated in an emerging market context. Together, the results establish links between brand-pandemic fit of advertisements, brand credibility, health beliefs, and consumers' intentions to engage in socially desirable health behaviors. The results suggest that advertising can play a role in encouraging desirable health behaviors and can promote consumer welfare via ads of high fit products and services that provide benefits during the pandemic in both advanced and emerging markets.