Tulay Girard

Consumer-based brand equity in banking industry: A comparison of local and global banks in Turkey

Purpose – The purpose of this paper is to examine bank brand equity from consumer perspectives by comparing the consumer‐based brand equity (CBBE) dimensions of local and global banks in Turkey. The paper determines if and how CBBE differs across three types of banks (state, private, and foreign).Design/methodology/approach – Measurements of brand equity dimensions were drawn from the literature, which included brand awareness, perceived quality, brand image, brand association, organizational association, and brand loyalty. Data were collected from adult customers of three types of banks.Findings – It was found that the overall CBBE, perceived quality, brand image/association, and brand loyalty were significantly higher for private banks than for state and foreign banks. Organizational association was the highest for state banks, followed by private banks, and the lowest for foreign banks. Foreign banks scored the lowest in perceived quality, brand loyalty, and the overall CBBE.Originality/value – The res...

University brand equity: an empirical investigation of its dimensions

Purpose – In todays complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of unique service characteristics, universities’ branding attempts may not always result in success. The purpose of this paper, utilizing the concept of brand equity as a foundation of understanding, is to present a framework and scale measurements of university brand equity and its dimensions. Design/methodology/approach – Because no prior measurement scales for university branding have existed, the scale measures for this study are compiled from the literature on brand equity measurements identifying the core and supporting value-creation factors for higher education. For this exploratory study, several pretests and exploratory factor analyses were conducted to ensure that the scale items are comprehensible and clearly measure the intended constructs. Students are considered as the target population for thi...

An Exploratory Study of Consumer-Based Brand Equity in Turkish Banking Industry

The study examines whether consumer-based brand-equity (CBBE) significantly differs across three bank types—state, private, and foreign. The findings reveal that consumer perceived quality and brand loyalty are significantly higher for private banks than state and foreign banks. Perceived quality was positively correlated with brand loyalty. Customers with higher education and income, and females perceived higher service quality for and felt more loyal to private banks. The results demonstrate the challenges that foreign banks may face in building brand-equity in developing countries, offers insights to banks to build brands, and closes the gap in the area of the brand-equity theory.

Consumer-Based Brand Equity of a Private-Label Brand: Measuring and Examining Determinants

This study examines consumer-based brand equity of private-label branding and relative significance of its dimensions in creating a strong private-label brand. Based on brand equity theory and private-label branding research, a survey instrument was developed, scale measures were pretested, and the final purified survey was administered online to Wal-Mart shoppers. The study found that awareness/familiarity and perceived quality are keys in reducing the perceived risk and increasing the perceived value of private-label brands in building brand equity. Also, perceived risk, perceived value, and brand loyalty for Wal-Mart have significant mediating roles in creating private-label (i.e., Great Value) brand equity.

Services branding triangle: Examining the triadic service brand promises for creating a strong brand in banking industry

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.

The use of iPocket coach in business education

Purpose – The purpose of this paper is to present a review of an iPad application called iPocket Coach that can be used with a mobile device in business education. Design/methodology/approach – This paper discusses the educational benefits of this application for classroom use and develops a pedagogical exercise by which students can build interpersonal skills. Findings – The iPocket Coach can not only be used to develop skills but learn about common management issues involving conflict resolutions, personal development, providing constructive feedback, interviewing, performance evaluations, promotions, rewards, and terminations. Originality/value – The exercise developed can be used in a consumer behavior or sales management course that teaches students how to handle difficult customers.

An Empirical Examination of a Multinational Ethical Dilemma: The Issue of Child Labor

ABSTRACT Todays global marketplace presents a variety of ethical dilemmas for multinational corporations. This ethical decision-making process becomes particularly challenging when the ethical standards in the companys home country are higher than those in host markets. One global ethical issue that has received significant attention in international research is that of child labor, particularly the minimum age of employment. This article examines the issue of corporate ethical policies on the minimum age for child labor in emerging markets by using the universalist versus relativist ethical framework. Study results show that while both home and host consumers overwhelmingly prefer the universalist approach, the relativist option is acceptable only when the context of the host country is explained to both groups.

An exploratory study of gender effect on student presentation evaluations: Does gender similarity make a difference?

Purpose – This study aims to examine the potential effects of the gender similarity between the presenter and evaluator on the presentation evaluation scores obtained with an evaluation form.Design/methodology/approach – The data were collected from marketing students at two universities in the USA. A rubric and separate survey instrument were used to capture student presentation evaluation scores and perceptions of gender differences in various aspects of presentation quality.Findings – Findings indicate that gender of evaluators or presenters did not have any significant effect on presentation scores. The survey of student perceptions of gender effect on student presentations indicate that while female students seem to be perceived as better presenters than male students, the study found no consistent patterns of gender effect on presentation evaluations.Research limitations/implications – Only four evaluation criteria were used to measure presentation quality.Originality/value – The results of this exp...