Sebnem Burnaz

An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements

The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.

Consumer evaluations on brand extensions: B2B brands extended into B2C markets

Purpose – This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers evaluate these extensions.Design/methodology/approach – A model is developed by combining Aaker and Kellers brand extension model with theories from B2B branding as well as other consumer branding literature, and analyzed both qualitatively and quantitatively to have an insight about how consumers evaluate brand extensions.Findings – In the context of B2B brand extensions into B2C markets, consumers use brand concept consistency, product‐level relatedness and transferability of skills and resources as major cues to evaluate extensions. Perceived quality, innovativeness and environmental concerns are also relevant cues.Practical implications – As a consequence of these findings, branding strategies that stretch B2B brands into the domain of consumer markets can be successful in cases where consumers perceive a fit with res...

Exploring the Literal Effect of COO for a New Brand: A Conjoint Analysis Approach

ABSTRACT The objective of this study is to determine the literal effect of country of origin (COO) dimensions—(1) country of brand (COB) and (2) country of manufacture (COM)—and to discover the extent of importance consumers place on COO knowledge when other product attributes are available. Conjoint analyses are used to obtain the importance scores for attributes that affect the purchase intention for a new leather shoe brand. The results indicate that the level of importance placed on COM is higher than that on COB. However, when consumers evaluate COO and brand name knowledge as single cues, the results are in the opposite direction. In addition, the study investigates the importance of COO dimensions with an itemized rating scale in order to compare literal and exaggerated effects of COO.

A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship

This study offers a model which is able not only to measure the success of sponsorship but also fill the gap of a guide for the decision makers who are about to make sponsorship agreement. It investigates the jersey sponsors of football, men’s basketball, and women’s basketball of three major sports clubs in Turkey. Two separate surveys were conducted in the context of the study. The first was to prioritize evaluation criteria and applied to experts, sports managers, and company executives. The second was to determine the most appropriate sponsorship match between sports clubs and jersey sponsors as perceived by the fans. The fan survey was distributed both print and online, which was also advertised in sports newspapers and forums of fan clubs of the investigated teams. In the proposed model, the importance that was driven from the AHP was used in the TOPSIS method in order to evaluate the sponsorship matches.

The Impact of Company Facebook Page on Wom Communication of New Product

Online channels, especially social network sites have been widely used since they have allowed their users to connect with other people based on common interest. The technology of social media has created new tools and opportunities for marketing. Facebook as the most popular social media network can be used successfully by companies of all sizes as the main tool of establishing brand community. Online brand communities increase the dialogue between the customer and the company. Although brand community has been a topic of interest for marketing literature in recent years, the studies about company Facebook page as brand community are limited. The purpose of this study is to understand underlying motives to use the company Facebook pages through brand community commitment in the perspective of new product word-of-mouth (WOM) behavior. After a qualitative study provided comprehensive understanding of the main issues, a quantitative research was conducted on Facebook fans of a selected company that uses actively social media in marketing applications. The findings aim to contribute to marketing field by filling the gap in related area and offering valuable implications to marketing managers who utilize online brand community as their new marketing channel.

Marketing practices and performance of the turkish clothing industry firms exporting to the european union

The study reported here aims to determine the current status of Turkish clothing exporters in terms of organizational/attitudinal characteristics and marketing mix policies as well as to evaluate the problems, expectations and perceptions related to some situational aspects. Another main aim of this study is to determine the characteristics related to the export performance of the firms exporting to the EU. The results of the study give important insights into the strengths and weaknesses of the Turkish clothing exporters in EU markets. This study also presents findings, which give direction to the policies of the Turkish government, industrial associations and related public institutions for the Turkish textile and clothing industry, the sector of the Turkish economy that is most affected by the Customs Union.