Author
İrem Eren Erdoğmuş
Bio: İrem Eren Erdoğmuş is an academic researcher from Marmara University. The author has contributed to research in topics: Brand management & Brand equity. The author has an hindex of 8, co-authored 13 publications receiving 569 citations.
Papers
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TL;DR: In this paper, the authors identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners, and propose several tactics for the practitioners.
341 citations
TL;DR: In this article, the authors analyzed the online group buying system in Turkey, where the practice is quite new and needs a thorough understanding for future strategy building, and the results indicated that customers mostly based their decisions on price advantage and discount amount, however, novelty and extraordinary nature of the offer also counted.
98 citations
TL;DR: In this paper, the role of functional (perceived quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready-to-wear sector from the perspective of Generation Y consumers was identified.
Abstract: Purpose – In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready‐to‐wear sector from the perspective of Generation Y consumers.Design/methodology/approach – The research employs a structural equation modeling method based on data collected from 564 individuals born between 1977 and 1994. Turkey is chosen as the context of the study based on the fact that the ready‐to‐wear sector is one of the leading sectors in the country and about 30 percent of the population are Generation Y consumers.Findings – The findings of the study reveal that perceived quality has a direct positive effect on brand loyalty, suggesting appearance and product quality perception are critical in the preferences of Generation Y consume...
80 citations
TL;DR: In this paper, the authors developed and tested a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms.
Abstract: Purpose – This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored.Design/methodology/approach – The study develops a model based on the extant literature and tests its relevance through a survey of eligible managers in charge of international brand operations of 94 strategic business units in Turkey.Findings – The empirical findings indicate that several factors exist as significant drivers of standardization decisions at various levels of brand management. Interestingly, even though firm characteristics and strategic resources were found to be the most critical drivers of brand performance, standardization versus adaptation approaches did not have any significant impact on strategic brand performance....
39 citations
TL;DR: In this paper, the S-O-R model is utilized to come up with a model explaining how social commerce stimuli affect consumers' cognition, affection and activation with brands, and thereafter lead to brand trust and purchase intention on social media.
38 citations
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01 Nov 2000
TL;DR: This study introduces playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance and extends and empirically validate the Technology Acceptance Model (TAM) for the WWW context.
Abstract: Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user’s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW). In this study, we introduce playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context. # 2001 Elsevier Science B.V. All rights reserved.
360 citations
TL;DR: Globalization and Internationalization in Higher EducationVisual Thinking StrategiesMarketing Techniques for Educational ProgramsCorporate Governance and Strategic Decision MakingHow to Market a University
Abstract: Strategic Marketing Issues in Emerging MarketsManagement and Leadership of Educational MarketingFast forwarding Higher Education Institutions for Global ChallengesDemographics and the Demand for Higher EducationStrategic Marketing for Educational InstitutionsStrategic Marketing of Higher Education in AfricaSocial Media in Higher Education: Case Studies, Reflections and AnalysisGlobalization of Management EducationNew Age Admissions Strategies in Business SchoolsStrategic Marketing in the Global Forest IndustriesStrategic Marketing for Educational InstitutionsHow to Market a UniversityMarketing Strategies for Higher Education Institutions: Technological Considerations and PracticesStrategic Marketing for Educational InstitutionsReliability and Statistics in Transportation and CommunicationIndonesia Privatization Programs and Regulations Handbook Volume 1 Strategic Information and RegulationsSpace MarketingSTRATEGIC MARKETING : MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITIONEBOOK: Marketing Higher EducationThe Ultimate Guide to School Marketing StrategiesStrategic Brand Management in Higher EducationEducational MarketingStrategic Marketing for Nonprofit OrganizationsBecoming A Digital Marketer: Gaining the Hard & Soft Skills for a Tech-Driven Marketing CareerInternational Marketing of Higher EducationAn Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher EducationDemocratizing InnovationEducational ManagementThe Strategic Management of Higher Education InstitutionsThe College Stress TestManaging External Relations in Schools and CollegesChoosing FuturesStrategic Management in Schools and CollegesInstaBrainOpening Up EducationGlobalization and Internationalization in Higher EducationVisual Thinking StrategiesMarketing Techniques for Educational ProgramsCorporate Governance and Strategic Decision MakingHow to Market a University
314 citations
TL;DR: A model of GBW stickiness is developed using the e-commerce success model and commitment-trust theory, which indicated that relationship commitment, trust, and satisfaction were key determinants of stickiness intention.
267 citations
01 Jul 2008
TL;DR: In this article, the authors consider how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor and demonstrate that activational sponsor Web sites promote more favorable attitudes than do non-activational Web sites.
Abstract: This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.
165 citations
TL;DR: Corporate Branding and Connoisseurship as discussed by the authors was the first article to explicitly mention corporate brands in its title and to focus on both corporate brands and identity in terms of content.
Abstract: In 1995 I wrote an article on ‘Corporate Branding and Connoisseurship', which was, arguably, one of the first articles to explicitly mention corporate brands in its title and to focus on both corporate brands and identity in terms of content. Today, 15 years on, I have been invited to reflect on developments in corporate branding scholarship.
124 citations