İİBF - Kitap / Kitap Bölümü koleksiyonu | İşletme Bölümü / Department of Management
https://hdl.handle.net/11729/752
İşletme Bölümüne ait kitap ve kitap bölümü koleksiyonunu içerir.2024-03-28T20:04:35ZInnovation and technology from marketing perspective (from the 1980s to 2000s) with a case study on Turkish women entrepreneurs on agricultural cooperatives
https://hdl.handle.net/11729/3285
Innovation and technology from marketing perspective (from the 1980s to 2000s) with a case study on Turkish women entrepreneurs on agricultural cooperatives
Develi, Evrim İldem
[No abstract available]
2020-03-02T00:00:00ZClosing the loops: Business model approaches for circular economy
https://hdl.handle.net/11729/3241
Closing the loops: Business model approaches for circular economy
Özekan, Damla
[No abstract available]
2020-03-02T00:00:00ZAdvergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames
https://hdl.handle.net/11729/2293
Advergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames
Şağkaya Güngör, Ayşegül; Ozansoy Çadırcı, Tuğçe; Köse, Şirin Gizem
Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.
2017-01-06T00:00:00ZSales promotional strategies and buying behavior in an emerging market at the post recession period
https://hdl.handle.net/11729/1735
Sales promotional strategies and buying behavior in an emerging market at the post recession period
Nasır, Suphan; Bal, Esra
The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.
2016-01-01T00:00:00Z