İktisadi ve İdari Bilimler Fakültesi / Faculty of Economics and Administrative Sciences

Permanent URI for this collectionhttps://hdl.handle.net/11727/1399

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Author: search.filters.author.Eser, Zelihasearch.filters.applied.f.publicationcategory: search.filters.publicationcategory.Makale - Uluslararası Hakemli Dergi

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    Services Branding Triangle Examining the Triadic Service Brand Promises for Creating A Strong Brand in Banking Industry
    (2016) Pinar, Musa; Girard, Tulay; Trapp, Paul; Eser, Zeliha
    Purpose - The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach - Data were collected from customers, managers, and contact personnel of three types of banks in Turkey - state, private, and foreign. Findings - The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions. Research limitations/implications - The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities. Originality/value - The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.
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    The Psychological Effects of Fast Food Consumption on Body Image Emotions
    (2018) Aydin, Hatice; Eser, Zeliha; Korkmaz, Sezer
    Purpose The purpose of this paper is to examine the arousal of negative consumer emotions as a consequence of fast food consumption among individuals with restrained food consumption. Furthermore, a moderating effect of socio-cultural pressure to buffer these relationships is positioned for the first time. Design/methodology/approach The field study is completed with data collected through an online survey among 353 customers by employing a random sampling technique. The collected data are analyzed through confirmatory factor analysis procedures. Findings The hypotheses related to the effects of fast food consumption on body image guilt and shame, body image guilt on planning diet and shame, moderator role of socio-cultural, in terms of shame, are accepted. Research limitations/implications A key limitation is data collected from individuals with restrained food consumption in Turkey which limits the generalizability of results to other countries and contexts. Practical implications The results call for paying attention to socio-cultural pressures that enhance shame. Originality/value The primary contribution of this paper lies in the fact that fast food consumption is scantly related to the arousal of negative consumer emotions. Furthermore, moderating effects of social pressures and Turkish context are also unique to this study.
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    How Did The Battlefield At Gallipoli Become A Tourist Site? Epic Tourism
    (2022) Okumus, Fevzi; Eser, Zeliha; Koseoglu, Mehmet Ali
    ???Thanatourism??? refers to the management and organization of activities by people who visit death sites. This concept, however, does not sufficiently explain the management and organization of activities for people who want to see and feel the history of victories and epics won by their ancestors to secure the future for coming generations. This study introduces a new approach that includes people motivated to visit death sites for epic-focused tourism by analyzing the hundreds of thousands of Turks who visit Gallipoli every year.