Influence of Social Media Based Brand Communities on Brand Trust

The advantages of social media as a highly efficient communication and distribution channel is motivating brand managers to participate in social media they try to bring together different or likeminded people in virtual brand communities. A brand community based on social media provides benefits to its members, to facilitate information sharing and to enhance customers’ bonds to each other; it cements the customers’ relationships with the brand, the product, the company and other customers (Laroche, Habibi and Richard, 2013). These enhanced relationships result in enhanced brand loyalty, and brand trust as an antecedent of loyalty has a key role in this process. Our findings explain that social media based brand communities have positive effects on the customer/product relationship; the customer/brand relationship; the customer/company relationship; and the customer/other customer’s relationships and also all these relationships have a positive effect on brand trust. Keywords: Social Media Based Brand Communities, Brand Trust, Social Medi

Effects of the Factors Determining the Online Purchase Behaviour of the Consumer on Actual Purchase

Consumer behaviour has been one of the mostly studied research areas in the marketing literature. Following the improvements in information technologies online consumer behaviour has become popular. Various factors have effects on online consumers’ purchase decisions. These factors sometimes bear a resemblance to the factors in the traditional markets and sometimes there are various differences between them.This study aims to reveal the effects of the factors determining the online purchase behaviour of the consumer on actual purchase. In order to achieve this purpose 395 questionnaires were distributed to students of a public university in Turkey. Results show the importance of understanding the factors that are effective on online consumer behaviour. It is supposed that the results of the study would shed light on the strategies of online marketers to best manage the online consumer behavior. Keywords: Consumer behaviour, online consumer behavior, online shopping, actual purchas

Marka değerini oluşturan faktörlerin müşteri odaklı ölçümlenmesi ve süt ürünleri sektörüne yönelik bir araştırma

Günümüzde dünya ekonomisinde yaşanan gelişmeler, müşteri odaklı pazarlama anlayışının doğmasına ve gün geçtikçe de önem kazanmasına sebep olmaktadır. Modern pazarlama anlayışının özünde bulunan müşteri odaklı pazarlama anlayışı, pazarı satıcı nitelikli bir yapıdan, alıcı nitelikli bir yapıya geçirmiştir. Alıcı nitelikli bir pazarın doğması firmalar için; pazar bölümlendirmesi yapmayı, bölümlendirilen bu pazarda bir hedef pazar belirlemeyi ve en son olarak da belirlenen hedef pazarda yarattığı markayı konumlandırmayı; çok daha önemli bir hale getirmektedir. Konumlandırmanın, marka stratejileri ile desteklenmemesi, müşterilerde hedeflenen marka sadakati yaratmaya engel olabilmektedir. Bu açıdan, oluşturulacak marka programının unsurları firmaların yarattığı değer ile neredeyse özdeş hale gelmiştir. Müşteriler sektörlerde önem verdikleri kriterlerle bir markaya karşı davranışsal tutumlarını belirlemekte, bu kriterlerde o sektörde o markanın gerek finansal gerekse müşteri odaklı değerine doğrudan etki etmektedir. Son yıllarda firmalar ve akademisyenler marka değerini ölçme metotları ile ilgili çeşitli araştırmalar gerçekleştirmişlerdir. Amaç gerek müşteri odaklı, gerekse de finansal odaklı markanın değerini ve bu değeri oluşturan unsurları tespit ederek, pazarlama stratejilerine doğru bir biçimde yön verebilmektir. Bu açılardan marka değeri kavramının ve marka değerinin ölçüm metotlarının önemi gün geçtikçe artmaktadır. Bu çalışmanın birinci bölümünde , Marka Değeri (Brand Equity) ile ilgili temel kavramlar olan ; Marka yönetimi ve temel markalama kararları konuları kısaca açıklanmaktadır. İkinci bölümde ise çalışmanın teorik esaslarını oluşturan ; Marka değeri, müşteri odaklı marka değeri ve müşteri odaklı marka değerini oluşturan unsurların ölçümlenmesi üzerinde ayrıntılı bir biçimde durulmaktadır. Çalışmanın üçüncü bölümünü oluşturan araştırma bölümünde; Müşteri odaklı marka değerini oluşturan kaynakların ölçümlenmesi ile ilgili, süt ürünleri sektörü üzerine bir araştırma değerlendirmesi bulunmaktadır. SUMMARY In recent years, developments of the world economy cause the creation of customer oriented marketing concept and increasing the importance of this concept day by day. The elements of the brand strategy, which will form with a brand program, are becoming identical with the value that firm creates. Customers determines their attitudes towards a brand by their criteria's which are important for sector and this criteria's effects the brands neither financial nor customer based brand equity, directly on that sector. In recent years firms and academicians realize different kinds of researches about the methods measuring the brand equity. The main purpose of these researches is to determine the elements of whether financial or customer based brand equity, for giving the right direction to the marketing strategies. Because of this necessities, the importance of brand equity concept and brand equity measure methods are increasing day by day. The first section of this thesis; core subjects about brand management and elements of brand decisions are briefly explained, which were important for explaining the brand equity concept. Second section of this thesis, brand equity concept, customer based equity concept and measuring the sources of customer brand equity are being explained very detailed as the core of this research. Research section is the third section of this thesis. A research focused on the measuring the customer based brand equity sources on the milk industry is being done on this research. After the research, evaluations about research foundations are being done by this thesis

Konumlandırma, marka stratejileri ve cep telefonu markalarına yönelik bir araştırma

Günümüzde dünya ekonomisindeki yaşanan gelişmeler, modern pazarlama anlayışının doğmasına sebep olmuştur. Modern pazarlama anlayışının özünde müşteri odaklı pazarlama anlayışı yer almaktadır. Kısacası, pazar satıcı nitelikli bir yapıdan alıcı nitelikli bir yapıya geçmiştir. Alıcı nitelikli bir pazarın doğması firmalar için; pazar bölümlendirmesi yapmayı , bölümlendirilen bu pazarda bir hedef pazar belirlemeyi ve en son olarak da belirlenen hedef pazarda yarattığı markayı konumlandırmayı; çok daha önemli bir hale getirmektedir. Konumlandırmanın, marka stratejileri ile desteklenmemesi, müşterilerde hedeflenen marka bağımlılığını yaratmaya engel olabilmektedir. Bu çalışmanın birinci bölümünde , konumlandırma ve marka stratejileri ile ilgili temel kavramlar olan ; Pazar Bölümlendirme ve Pazar hedefleme konuları kısaca açıklanmaktadır. İkinci bölümde ise çalışmanın teorik esaslarını oluşturan ; Konumlandırma ve Marka konuları üzerinde ayrıntılı bir biçimde durulmaktadır. Çalışmanın üçüncü bölümünü oluşturan araştırma bölümünde; konumlandırma ve marka stratejileri ile ilgili , cep telefonu markaları üzerine bir araştırma ve bu araştırmanın sonuçlarının değerlendirmesi bulunmaktadır. SUMMARY In recent years , development of the world economy causes the creatıon of modern marketing concept. Customer oriented marketing is the core of modern marketing concept . However , demand oriented market takes place the supply oriented market. By the starting of demand oriented marketing ; market segmentation , select a target market in this segmented market , positioning the brand on this target market ; becomes more important for the firms. If the positioning does not support by the brand strategies ; evaulate a brand loyalty will be very difficult for the firms. The first section of this thesis ; market segmentation and target market concepts are briefly expained, which were important for explaining the positioning and brand strategy. Second section of this thesis , Positioning and Brand consepts are being explained as the core of this research. Research section is the third section of this thesis. A research focused on mobile phones is being done on this research. After the research , evaulatıons about research foundatıon

Which dimensions affect private shopping e-customer loyalty?

The Internet currently plays an important role as a business medium. In recent years in Turkey, e-commerce uptake has accelerated rapidly. As the number of people who shop online continues to grow, so too does the need to understand why and how users choose to shop online rather than in traditional channels. This naturally leads to the increase in research being conducted around gaining a better understanding of how to facilitate the future of e-commerce. It can be said that two of the most important aspects of e-commerce are e-service quality and e-service recovery. The main purpose of this research was examining the effects of the dimensions of e-service quality and e-service recovery on customer e-loyalty. This study intends to understand the e-service quality and recovery of Internet companies from the consumer perspective, by identifying the main factors that are able to predict the e-loyalty of consumers. Furthermore, the study identifies the influence of the individual dimension of e-service quality and e-recovery on service loyalty. As a result of analysis, one of the sub dimensions of service quality efficiency and sub dimensions of e-service recovery contact are the most important factors affecting e-loyalty. Online retailers are provided with tactical strategies on how to immunize online shoppers' loyalty against switching behavior. (C) 2013 The Authors. Published by Elsevier Ltd

The impact of including to sovereign wealth fund to returns of stocks: an analysis on Bist

Bu çalışma, hisse senetleri BIST’de işlem gören ve Bakanlar Kurulu kararı ile Türkiye Varlık Fonu’na devredilen firmaların varlık fonuna devredilme kararlarının Bakanlar Kurulu’nca açıklanması ile hisse senedi getirilerinin ne yönde etkilendiğinin belirlenmesi amacıyla yapılmıştır. Olay Çalışması (Event Study) yönteminin kullanıldığı bu çalışmada, hisse senedi piyasasının etkinliği ve bu piyasadan anormal getirilerin elde edilip edilemeyeceği de ölçülmüştür. Yapılan analiz sonucunda, (-10, +10) olay penceresinde Bakanlar Kurulu’nun, hisseleri BIST’de işlem gören firmaların varlık fonuna devredildiğini açıklamasının firmaların hisse senedi getirilerini pozitif yönde etkilediği ve piyasanın yarı güçlü formda etkin olmadığı görülmüştür.This paper examines how stocks of firms that are traded on BIST and included in Turkish Sovereign Wealth Fund reacted to announcement of including to Turkish Sovereign Wealth Fund by Council of Ministers. The paper investigates efficiency of stocks’ markets and whether getting abnormal return is possible. The result of this study demonstrates that including to Turkish Sovereign Wealth Fund has a positive impact on stocks’ returns. This situation is a significant indicator of the non-effectiveness of the market even in a semi- strong condition

Are private shopping sites really satisfied customers?

Last decade, there is tremendous increase in online shopping sector in Turkey. Private shopping is the most popular type that users have to be sign up to the system and can buy goods at high discounts with in 2 to 6 days. With this limited time and lots of campaign traffic, private shopping sites have to understand and improve their customer's satisfaction level. The extant literature and extensive focus group research in Zeithaml, Parasuraman, & Malhotra's (2000) study suggested that customers' assessment of a Web site's quality includes not only experiences during their interactions with the site but also post interaction service aspects. In this point of view this paper focuses on measuring electronic service quality and service recovery issues by means of E-S-QUAL and E-RecS-QUAL scales based on Parasuraman et al's (2005) framework. The current research aims to understand the e-service quality and e-recovery of private shopping sites from the consumer perspective, by identifying the main factors that are able to predict the e-satisfaction of consumers. 300 questionnaires are distributed to private shopping sites users. (C) 2015 The Authors. Published by Elsevier Ltd

Which Dimensions Affect Private Shopping e-customer Loyalty?

AbstractThe Internet currently plays an important role as a business medium. In recent years in Turkey, e-commerce uptake has accelerated rapidly. As the number of people who shop online continues to grow, so too does the need to understand why and how users choose to shop online rather than in traditional channels. This naturally leads to the increase in research being conducted around gaining a better understanding of how to facilitate the future of e- commerce. It can be said that two of the most important aspects of e-commerce are e-service quality and e-service recovery. The main purpose of this research was examining the effects of the dimensions of e-service quality and e-service recovery on customer e-loyalty. This study intends to understand the e-service quality and recovery of Internet companies from the consumer perspective, by identifying the main factors that are able to predict the e-loyalty of consumers. Furthermore, the study identifies the influence of the individual dimension of e- service quality and e-recovery on service loyalty. As a result of analysis, one of the sub dimensions of service quality efficiency and sub dimensions of e-service recovery contact are the most important factors affecting e-loyalty. Online retailers are provided with tactical strategies on how to immunize online shoppers’ loyalty against switching behavior