Kemal Kurtuluş

Branding places: applying brand personality concept to cities

Purpose – In recent years, brand personality as a branding construct has received considerable interest, which has led to a significant effort to develop tools to measure the personality of brands. Although the majority of these studies have focused on the brand personality of conventional product brands, the new boundaries of marketing obviously necessitate the application of branding constructs to non‐traditional products such as places. This study aims to focus on brand personalities of places, and to examine the applicability of this concept for city brands.Design/methodology/approach – The research employs a factor analysis method based on data collected from 898 college students.Findings – The findings of the study reveal that differentiating places with regard to their brand personalities is achievable. The paper introduces two new dimensions of brand personality for cities.Originality/value – The extraction of two new factors that contribute to place brand personalities is considered a major contr...

Present Status of Marketing Research in Turkey

Recounts the present status of marketing research in Turkey using the 1976 Survey of Marketing Research in Turkey. Presents only the surveys basic findings and a brief evaluation. Documents that owing to financial and time limitations on the study, 350 companies in the Istanbul and Marmora areas — covering roughly three‐quarters of Turkish companies ‐ were surveyed; these companies all had establishment capital of five million Turkish lira or more. Questionnaires were sent to these companies, with multiple choice questions — 20 questionnaires were unable to be used but 330 were tabulated and analysed. Notes the use of 14 tables for greater dissemination and explanation. Maintains that the findings showed marketing and marketing research activities are becoming very important economic activities in Turkey, as they are in other developing countries.

Multiple buying behavior as an indicator of brand loyalty: an association rule application

Brands are working hard to build a brand equity which hope to lead the companies to have more loyal customers. Loyal customers are more cost efficient and have the intention to make multiple buying. The aim of this paper to track multiple buying behavior among customers with high brand loyalty. In order to see the relations between products chosen and preferences, data mining technique was used. Associations between products and future buying intentions were examined. High degrees of associations between products are presented. The future intentions were parallel to loyalty and satisfaction levels.

Same Country, Different Ethnicity: The Role of Ethnicity on Impulse Buying

Impulse buying refers to buying as a result of a sudden, intense urge to buy without planning the buying situation. Previous research has shown that numerous factors influence impulsive buying decisions of consumers. This study treats ethnicity as a factor that influence consumers’ impulse buying decisions. Data was collected from three ethnic minorities living in the UK: Turkish, Chinese and Indian. These particular consumers are compared in terms of impulsive buying and the results indicate that, consumers’ ethnicity differentially has influence on their impulsiveness. Indian consumers are found to be the least impulsive buyers and significantly different from Turkish and Chinese consumers whereas no impulsive buying difference is found between Turkish and Chinese consumers.

Differentiation of Retailer Brand Buyers from Manufacturer Brand Buyers

Today’s customer has a tremendous impact on retailer activities and therefore customer is the driving force of changes in retailing. The primary objective of this research is to find out the differences between buyers of retailer and manufacturer brands. Demographic, attitude and behavioral characteristics of consumers were the key variable groups measured in this research. Female consumers preferring store brands were interviewed. Findings indicated that the attitudinal differences between two groups were very significant.

Demand Estimation for Passenger Cars in Turkey

This study aims to forecast yearly sales for both domestic and imported brandnew passenger cars in Turkey by using several different regression models based on longitudinal data over the last thirty years. Having experimented on different econometric regression models including regular and stepwise regression models using both yearly and lag data, study indicates that micro marketing research data provided by market surveys on marketing related variables, including dealership, advertising and promotion, model and type availability, salesforce, distribution and payment policies especially consumer credits, play a more important role than macro variables. Thus, this study creates a new hypothesis by seriously questioning the previous macro studies done in Turkey by academic, business and government authorities.

Utilization of the First Order Markov Model in Predicting the Market Share of a Newspaper

Among different models which can be classified as explanatory, predictive or optimizing (Hughes, 1973), the Markov Model falls into the predictive group. As with all other models, the Markov Model also has some shortcomings, the major of which is that, people in a common state do not always share the probabilities of a common fate, due to the fact that they are not necessarily homogeneous in their past histories. So, as with all other models, one should be very careful about the assumptions of this model and the degree of fitness of the decision problem with its own environment.

Exploring Country of Manufacture Effect on Strong and Weak Brands

A large body of research has provided strong evidence of country of manufacture effects on product evaluations however; country of manufacture effect on brand image is appeared to be ignored. This research based on country of manufacture effect on brand image of strong and weak brands. The main purpose of the study is to explore the differential effects of country of manufacture on brand image for strong and weak brands. In the study, consumer judgments of two digital camera brands varying in their level of brand image, manufactured in developed and developing countries were measured. In order to identify the differential effects of country of manufacture on brand image, 600 respondents were surveyed. Results show that when a product made in developing country rather than developed country, it produces comparatively more negative effect on brand image of strong brands compared to weak brands.