Researcher:
Şanlı, Ceren Hayran

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PhD Student

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Ceren Hayran

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Şanlı

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Şanlı, Ceren Hayran

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2015 - 20175

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Researcher Of Publications: search.filters.isAuthorOfPublication.6d8a76dc-6e1b-40df-bb29-9ca49fbb69e2

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Now showing 1 - 5 of 5
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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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    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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    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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    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.