Author
Emine Sarigöllü
Other affiliations: McGill University
Bio: Emine Sarigöllü is an academic researcher from Desautels Faculty of Management. The author has contributed to research in topics: Product (category theory) & Context (language use). The author has an hindex of 23, co-authored 60 publications receiving 2470 citations. Previous affiliations of Emine Sarigöllü include McGill University.
Papers published on a yearly basis
Papers
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TL;DR: In this article, the authors examined the relation between brand awareness and market outcome and found that consumers' brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts.
Abstract: Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study also investigates the effects of marketing mix elements on brand awareness. The results reveal that consumers’ brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts. The results also confirm positive association between brand awareness and brand equity. Lastly, the current work demonstrates the importance of distribution and price promotion in building brand awareness in a consumer-packaged goods category.
344 citations
TL;DR: This article examined context factors as subjective perceptions made by consumers about aspects of their own situation, specifically the extent to which they perceive having more or less time, money, and power available.
296 citations
Posted Content•
TL;DR: The authors assesses preferences for clean-fuel vehicles (CFVs) versus the conventional vehicle using a discrete choice experiment and finds that although consumers value environmental impact, vehicle performance characteristics are critical to choice.
Abstract: This research assesses preferences for clean-fuel vehicles (CFVs) versus the conventional vehicle using a discrete choice experiment. The results show that although consumers value environmental impact, vehicle performance characteristics are critical to choice. It is found that regulation is not sufficient to create a market for CFVs. The research identified three market segments to which CFVs should be distinctly positioned and targeted.
272 citations
TL;DR: In this paper, the authors assess preferences for clean-fuel vehicles versus the conventional vehicle using a discrete choice experiment and find that though consumers value environmental impact, vehicle performance characteristics are critical to choice.
Abstract: The authors assess preferences for clean-fuel vehicles (CFVs) versus the conventional vehicle using a discrete choice experiment. The results show that though consumers value environmental impact, vehicle performance characteristics are critical to choice. The authors find that regulation is not sufficient to create a market for CFVs, and they identify three market segments to which CFVs should be distinctly positioned and targeted.
236 citations
TL;DR: In this article, the authors investigated the relation between brand awareness and market outcome, and found that consumer's brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts.
219 citations
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Journal Article•
TL;DR: The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales, which identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies.
Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics
5,537 citations
Journal Article•
3,385 citations
TL;DR: In this article, applied linear regression models are used for linear regression in the context of quality control in quality control systems, and the results show that linear regression is effective in many applications.
Abstract: (1991). Applied Linear Regression Models. Journal of Quality Technology: Vol. 23, No. 1, pp. 76-77.
1,811 citations
TL;DR: In this article, the authors present a stated preference study of electric vehicle choice using data from a national survey, where 3029 respondents were asked to choose between their preferred gasoline vehicle and two electric versions of that preferred vehicle.
908 citations
01 Apr 1975
TL;DR: The main purpose of as mentioned in this paper is to draw attention to some facts and ideas that perhaps can help to identify problems or fields for development and research within the evaluation of training, and defend the inclusion of evaluation as an Integral part of a model for planning and carrying out educational programs.
Abstract: The main purpose of this paper is to draw attention to some facts and ideas that perhaps can help to identify problems or fields for development and research within the evaluation of training. Topics for group discussion are preceded by material on some basic concepts of evaluation and educational measurement. The ratio scale, the interval scale, the ordinal scale, and the nominal scale are given as examples of kinds of scales used in educational measurement; the problem of norms is discussed; potential purposes of evaluation or educational measurement are outlined; and some characteristics of a good measuring instrument are explained. The author also defends the inclusion of evaluation as an Integral part of a model for planning and carrying out educational programs. (BW) *********************************************************************** Documents acquired by ERIC include many informal unpublished * materials not available from other sources. ERIC makes every effort * * to obtain the best copy available. Nevertheless, items of marginal * * reproducibility are often encountered and this affects the quality * of the microfiche and hardcopy reproductions ERIC makes available * * via the ERIC Document Reproduction Service (EDRS). EDRS is not * responsible for the quality of the original document. Reproductions * * supplied by EDRS are the best that can be made from the original. *********************************************************************** U S DEPARTMENT OF HEALTH, EDUCATION &WELFARE NATIONAL INSTITUTE OF EDUCATION EVALUATION OF TRAINING
880 citations