Zeliha Eser

Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing

Abstract Neuromarketing uses the latest advances in brain scanning to learn more about the mental processes behind customer purchasing decisions. The purpose of this exploratory research was to reveal the perceptions of marketing academics, neurologists, and marketing professionals regarding neuromarketing studies, as they have an important role for the future of neuromarketing studies. Quantitative analysis was conducted on data from 111 marketing academics, 52 neurologists, and 56 marketing professionals. All participants agreed that neuromarketing is not a manipulative way of selling unnecessary goods and services. Three factors – interest and participation, knowledge and awareness, and ethics – were perceived as the most important aspects of neuromarketing according to the three groups of participants. Analyses of the perception of neuromarketing revealed that neurologists and marketing professionals perceive neuromarketing more favorably than marketing academics.

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...

Inter‐organizational trust in franchise relationships and the performance outcomes: The case of fast‐food restaurants in Turkey

Purpose – The purpose of this paper is to examine performance outcomes of inter‐organizational trust in franchisor and franchisee relationships in the fast‐food industry in Turkey.Design/methodology/approach – The survey was conducted in two major cities in Turkey: Ankara (the capital and second largest city in Turkey) and Eskisehir (a major city 200 kilometers to the West of Ankara). A total of 103 questionnaires were administered to franchisees located at shopping malls in both cities. A total of 87 usable questionnaires were received, yielding a response rate of 84 percent.Findings – Trust is found to be positively related to cooperation and satisfaction, and negatively related to transaction costs. The duration of relationship is negatively related to transaction costs. Levels of trust, cooperation, satisfaction and transaction costs have not differed significantly on the basis of franchisors origin or respondents position.Research limitations/implications – This empirical study investigates only th...

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.

Using Mystery Shopping to Compare the Service Quality of Banks in Turkey

This article examines the service quality and performance of banks in Turkey. Specifically, by utilizing mystery (secret) shoppers as a benchmarking technique, the study compares the quality of services offered by different types of banks (state, private, and foreign banks) to identify the strong and weak service quality areas. Based on 351 evaluations by university students acting as mystery shoppers, the results indicate that all the banks were offering an acceptable quality of service. Using the overall mean as a benchmark, it seems that the banks are providing fairly good quality of service in most banking areas, except in building rapport and greeting and closing. Comparisons of the service quality by the three types of banks show that state banks offer lower quality service than private banks and foreign banks. Private and foreign banks offer similar quality banking services. The article also discusses the implications of the findings and the limitations of the study.

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.

Ecovillages as a Destination and a Study of Consumer Approaches to Ecovillages

Abstract Ecovillages are models of sustainable settlements in cultural, ecological and economic context. There are several scientific studies related to ecovillages in other countries; however, there are no such studies in Turkey. This study is aimed to examine the consumer perceptions, attitudes and preferences regarding ecovillages. Based on 420 surveys with domestic and foreign consumers in Turkey, the findings revealed that, ecovillages are generally preferred by people who are between the 35-54 years old, and have high level education and income. “Being a sustainable life style” and “Having an authentic experience in a rural area” are identified as the most important factors that influence consumers’ demand for ecovillages. Findings also manifested that transportation to the ecovillage accommodation, supporting services and attractions are the important factors for consumer pereferences.

Impact of Pre-incubators on Entrepreneurial Activities in Turkey: Problems, Successes, and Policy Recommendations

Entrepreneurship can be considered a driving force for economic growth, employment creation, and competitiveness in societies. However, a crucial issue is the ability to produce knowledge and train a skilled workforce that has a proper entrepreneurial mindset. In this regard, there are three main actors: public governance, universities, and the private sector.

Counterfeit Supply Chains

Abstract This paper studies supply chains of counterfeits in Turkey based on insider information from actors in such chains as well as from knowledgeable witnesses. The study depends on semi-structured interviews with actors in or witnesses to such chains. Findings suggest that (i) various forms of counterfeit supply chains exist, (ii) profit margins of counterfeiters seem to be higher than legitimate businesses, (iii) counterfeiters are discouraged if they experience actual or threatened litigation, (iv) law enforcement places higher priority on fighting counterfeits that threaten public health and safety, and (v) counterfeits appear to drive down the prices of legitimate products. Overall, poor action by legitimate businesses against counterfeiters, weak institutional efforts on the part of law enforcement and low consumer awareness appear to foster counterfeit supply chains, or at least contribute to their persistence.