PERAKENDECİ MARKA SADAKATİNİ ETKİLEYEN FAKTÖRLERİN BELİRLENMESİ

Author(s): Engin Görbüz,Melih Başkol / Language(s): Turkish Issue: 2/2019

This study is conducted to determine the factors that influence the retailer branded product preference and to investigate the impact of these factors on brand loyalty. The data is collected through 402 questionnaires that are applied to consumers who prefer the retailer branded products and analyzed with SPSS package program. In this study, the attitude of consumers who prefer retailer branded products towards factors of perceived risk, perceived quality, perceived price and store image is examined and it is attempted to determine whether this attitude constitutes a loyalty to retailer brand. Furthermore, it is attempted to answer the question of whether there exists a significant difference in sexes, marital status, income status, occupation, educational status and age of consumers. In the analysis of data, it is observed that consumers who prefer retailer branded products adopt a positive attitude towards retailer brand in perceived price and store image factors; but they do not adopt a positive attitude in perceived quality and perceived risk factors. In addition, it is observed that there are significant differences among consumers who prefer retailer branded products with respect to their demographic condition.

MÜŞTERİ DENEYİMİN ALGILANAN MARKA KİŞİLİĞİNE ETKİSİNİ İNCELEMEYE YÖNELİK ARAŞTIRMA: GSM OPERATÖRLERİ

Author(s): Sema Özhan,Cenk Arsun Yuksel / Language(s): Turkish Issue: 4/2020

In this study, which built the brand personality of the three GSM operators in Turkey was examined. In terms of consumers who have received service for the last three years and who have never changed their operators during this period, the brand personality of the GSM operator they use actively and the brand personality of other GSM operators were examined to examine whether the experience has an effect on the brand personality perception. Considering the variables such as the ability of all three players in the GSM sector to provide similar services, their availability in the market, and their brand awareness, it is thought that their brand personality will be more clearly established in the eyes of the consumer. As a result of the analysis, it has been revealed that the experience affects the brand personality, there is a deterioration in the differentiated brand personality perception towards the GSM operator used by the consumers who receive services from other GSM operators and the brand personality similarity towards the operators in the consumers. Before the experience, while the brand personality difference of the brands was very evident, after the experience, it has been determined that the experience factor disrupts the perception of brand personality difference in GSM operators.

MARKOV ZİNCİRLERİ MODELLEMESİ İLE GENÇLERİN SPOR AYAKKABI MARKA TERCİHLERİNİN BELİRLENMESİ

Author(s): Özge Ercan / Language(s): Turkish Issue: 2/2020

Markov chains, a kind of stochastic processes, are applied in unpredictable processes. As a mathematical model, it can be used in many fields in social sciences. The purpose of this study is to determine the sports shoe brand preferences of young consumers via this model. For the analysis of Markov chains, young consumers between the ages of 14-19 living in Ankara have been included in the study. A total of 217 participants include 47% (N = 102) men and 53% (N = 115) women. As a result of the research, brand loyalty for sports shoes is the highest Nike brand with “0.4483”. The probabilities of choosing the same brand have been calculated as 36.11% for Adidas, 18.18% for Reebok, 33.33% for Skechers, 14.29% for Puma and 11.11% for New Balance. In the long term, the young people expectations of the preference for the sports shoes have been calculated via Markov chains model as 33,02% Nike, 30,47% other brands, 23,32% Adidas, 4,42% Puma, 3,72% New Balance, 1,87% Converse, 1.49% Skechers, 0.9% Reebok and 0.8% Asics sports shoes”.

ESKİŞEHİR DESTİNASYON MARKASININ GELİŞTİRİLMESİNDE LÜLETAŞI

Author(s): Ercan Taşkin,Habibe Yelda Şener,Betül Bilgiç / Language(s): Turkish Issue: 3/2020

Aim: The development of the destination brand requires that the characteristics that give the destination a difference be managed in order to provide a competitive advantage. Eskisehir has a strong image with its distinctive identity from other destinations with its regional elements. Eskişehir is also known as the center of meerschaum quarries with the best properties in the world. Almost all of the commercially machinable meerschaum deposits are in Eskişehir. However, the contribution of meerschaum in the development of the Eskişehir destination brand is not at the desired level. The aim of the research is to determine the problems and offer suggestions by evaluating the meerschaum processing in terms of Education, Product Design, Promotion, contribution to the destination brand image and the economy of the city in order to develop the Eskisehir destination brand. Method: Exploratory research was conducted in line with the purpose of the research. Data obtained through semi-structured interviews with eight experts on meerschaum selected by the snowball sampling method were subjected to content analysis. Findings: It was observed that the value added by meerschaum to the destination brand of Eskişehir is not at the desired level. Due to the lack of awareness of the meerschaum, the fact that most masters are limited to classical motifs, the inability to provide economic gain to Eskisehir, the lack of education, product design and promotion efforts, the contribution of the meerschaum to the development of the Eskişehir destination brand has been limited. Result: It is seen that Eskisehir’s meerschaum, which has gained prominence in the world due to its characteristics, is under the responsibility of all stakeholders to increase its contribution to the brand value of this city. All kinds of activities related to meerschaum should be recorded, programmed and given unique experiences to visitors as an element of tourism.

The differences in purchase behavior between redeemers and non-redeemers of coupons at till under retail loyalty programs

Author(s): Zrinka Filipović / Language(s): English Issue: 2/2020

Despite the popularity of loyalty programs, evidence on the effects of rewards on consumer behavior is inconsistent. Behavioral loyalty is important for a company as it represents a consumer’s tendency to purchase on a regular basis. The goal of this paper is to explore the differences in behavioral patterns between loyalty program members who redeem coupons at till (redeemers) and those who do not (non-redeemers). A survey was carried out using a sample of 750 loyalty cards obtained from a national retail chain. The results show that coupons at till, as a monetary reward, reduced the time between purchases and increased the volume of purchases and average expenditure.

Analysis of distributional and promotional activities of winemakers

Author(s): Sanja Jelić Milković,Zrinka Tolušić,Ivan Štefanić / Language(s): English Issue: 2/2020

The objective of this paper is to determine how winemakers in Eastern Continental Croatia use marketing in their business. In addition, the paper aims to analyse the distribution of wine products and identify promotional activities that are considered most appropriate for the promotion of wine and further development of the wine sector. A survey was the method used to collect the data, and a survey questionnaire was used as the instrument. The survey was performed on a sample of n=30 winemakers from five counties in Eastern Croatia (Osijek-Baranja, Vukovar-Srijem, Virovitica-Podravina, Požega-Slavonija, and Brod-Posavina). The surveyed winemakers use a combination of direct and indirect distribution channels to sell their wine. The majority of surveyed winemakers sell wine through channels such as the cellar door and wine festivals. These channels are particularly attractive to small and medium winemakers because they can increase their profits. However, to be competitive in the market, Croatian winemakers must adopt new distribution channels and means of communication, increase their marketing efforts and make a shift from sales-oriented to market-oriented strategy.

The impact of distribution channels on the bargaining position of Croatian wine producers

Author(s): Jana Katunar,Marija Kaštelan Mrak,Danijela Sokolić / Language(s): English Issue: 2/2020

This paper presents an exploratory study of the relationship between wine producers and distributors in the Croatian wine sector. It focuses on the impact of distribution channels on the bargaining position of wine producers, thereby adding to the growing body of research seeking to determine the factors that influence the growth potential of the traditional agricultural sector. Due to the fragmentation on the production side of the market and a high level of concentration on the distribution side, the wine sector provides a suitable context for studying the bargaining power of agricultural (wine) producers and hypothesizing on future outcomes in terms of industry structure and growth potential. Presuming that the share of value retained by the wine producer depends on his bargaining position, two hypotheses were tested: H1: A higher degree of self-reliance improves a wine producer’s bargaining position and H2: A higher number of distribution channels improves a wine producer’s bargaining position.After a brief review of relevant scientific literature, five regression models were created and tested on a sample of 124 Croatian wine producers, which yielded statistically significant results confirming the hypotheses. the final model controls for production volume, number of labels and respective region. The paper ends with some general conclusions and recommendations for future research.

Editorial Preface

Author(s): Đurđana Ozretić Došen / Language(s): English,Croatian Issue: 1/2020

Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?

Author(s): Matej Kovač,Vesna Žabkar / Language(s): English Issue: 1/2020

Purpose – The purpose of this paper is to investigate the impact of customer social media engagement (SE) and e-mail engagement (EE) on online service providers’ reputation, customer trust, and loyalty. Design/methodology/approach – The research is based on an online survey of 271 customers of an online service who have social media accounts and could be connected with the loyalty data in the vendor’s customer relationship management (CRM) system in the two years after the survey. Structural equation modelling was used to analyze the data. Findings and implications – EE positively influences a service provider’s reputation and consumer trust in the online service, while the effect of SE is indirect through its positive impact on EE. Trust has a positive impact on loyalty, while the observed loyalty of customers is related to their self-reported loyalty. Limitation – This research focused on an established online service that enjoys a certain level of trust among customers, which can be further enhanced through EE and SE. This study cannot be applied to online services in the early phase of market entry, where trust and reputation are preconditions for EE and SE. Originality – Social presence and media richness theory is used to juxtapose the impact of SE and EE within a relationship marketing effectiveness model. Reported loyalty of online customers is verified by loyalty observed in the vendor CRM system.

The Role of Social and Business Networks in the Internationalization of Born Global Firms: Evidence from Serbia

Author(s): Sanja Mitić,Branko Rakita / Language(s): English Issue: 1/2020

Purpose – This paper examines the specifics of born global firms from a post-transitional European country with regard to the role of social and business networks in the internationalization process. Design/Methodology/Approach – Given that born global firms are an emerging phenomenon in South-Eastern Europe, the research method was a case study. Four cases were judgmentally chosen for the analysis. Literal and theoretical replication was applied.Findings and implications – Regarding the role which social and business networks play in starting and stimulating the internationalization in post-transitional countries, the results indicate similar patterns of this contemporary phenomenon to those in developed countries. The main implications for entrepreneurs and policy makers may be found in the area of fostering cooperation between small firms and enhancing their personal and business interactions through the development of industrial/technology parks, industrial clusters, and business incubators. Limitations – The results have to be taken with some reservations due to a small number of firms examined and the fact that a half of them are from the information technology industry. Originality – The study contributes to the research of the born global phenomenon by addressing the issue in the South-Eastern European region, where it has not been widely investigated, especially in the context of a country with a socialist heritage.

Does the Packaging Change the Perceived Taste of Beer? Results from a Beer Experiment

Author(s): Jan Zavodny Pospisil,Lucie Sara Zavodna,Matej Jiranek / Language(s): English Issue: 1/2020

Purpose – The purpose of this research was to verify actual consumer behavior concerning different beer packaging material and how it influences the perception of beer taste. More precisely, the main aim of the paper was to explore whether beer packaging can influence consumers’ subjectively perceived taste of the beer they drink. Design/Methodology/Approach – Following the literature research, a questionnaire survey was conducted on a sample of average Czech beer consumers (n=220). A subsequent experiment involving a sample of Czech college students (n=30) aimed at exploring the actual consumer behavior. Findings and implications – The results of the experiment show that beer consumer behavior can be influenced by the beer packaging material. If consumers knew that the beer had been poured from a glass bottle, they assessed its taste better than if they had no information on the type of beer packaging. Similarly, the opposite was found to be true of the plastic bottle – if consumers knew that the beer had been poured from a plastic bottle, they said it tasted worse than if they had no such information. No statistically significant difference was found in the tasting of canned beer with or without the knowledge of the packaging material. Limitation – The main research limitations lie in its regionality as the survey and the experiment were conducted only in the Czech Republic, with college students as participants.Originality – As there is only a limited amount of research available on beer packaging and its influence on consumer behavior, this paper provides a valuable overview of the issue.

Editorial preface

Author(s): Dubravka Sinčić Ćorić,Sunčana Piri Rajh / Language(s): English,Croatian Issue: SI/2020

Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers

Author(s): Branka Dropulić,Zoran Krupka / Language(s): English Issue: SI/2020

Purpose – Seeking to understand sustainability through the concept of green marketing mix and green consumer behaviour better, this paper examines their role in expressing green purchase intentions. Aiming to get a better insight into green consumer behaviour, it explores two important psychographic and behavioural variables: environmental awareness and perceived consumer effectiveness. The concept of both marketing mix and green consumer behaviour are examined in two very different contexts (Croatia and Sweden). Design/Methodology/Approach – To conduct the research, a self-completed highly structured questionnaire was designed. Green product characteristics were defined through the concept of marketing mix, while green consumers were defined according to their demographics and two psychographic and behavioural variables. The research was conducted among Croatian and Swedish consumers. Findings and implications – The research showed that the two samples, despite differences, have two factors of influence on green purchase intention in common: perceived higher quality of green products and environmental awareness. Both Croatian and Swedish consumers showed willingness to pay the premium price for green products, which shows the important role of price as a quality communicator of green products. Eco-labels, once they become a standard as is the case of the Swedish market, no longer have strong influence on green purchase intention. Limitations – The main limitation of this research is the fact that only low involvement products were used in the questionnaire. Originality – The main contribution of the paper is a deeper insight in purchase intentions of green consumers. The factors that drive green purchase intentions are observed in two different cultural, political and economic contexts, which adds value to green consumer understanding, but also contributes to better understanding of green product management.

The Role of Financial Education in Adolescent Consumers’ Financial Knowledge Enhancement

Author(s): Andrea Lučić,Dajana Barbić,Marija Uzelac / Language(s): English Issue: SI/2020

Purpose – The aim of this paper was to challenge the purpose of financial education in the context of financial literacy of adolescents, and to test the efficiency of the developed high-school study book and program “My money, my future”. Also, the purpose was to identify the predictors of financial knowledge before conducting the workshop, as well as the characteristics of adolescents with best performances on the financial knowledge test.Design/Methodology/Approach – The data was collected from a purposive sample of teenagers who participated in “My money, my future” program from October 2016 to February 2018 and the questionnaire employed was a three-part tool.Findings and implications – Financial interventions contribute to young people’s financial knowledge. Interest, previous financial education and ownership of a bank account were found to be valid and reliable predictors of higher levels of knowledge among teenagers. Furthermore, most high school students in the sample reported they had already engaged in saving behaviour, and more than half of them claimed to have bank accounts. Financial knowledge after the workshop was significant compared to their knowledge before the workshop. Greater knowledge before the workshop led to significantly higher levels of knowledge afterwards. Differences in the levels of financial knowledge were also tested with respect to gender.Limitations – The sample only includes high-school students and the research was conducted exclusively on the territory of the Republic of Croatia.Originality – The paper emphasized the importance of financial education programs in increasing the level of financial literacy and efficiency of future financial decision making among adolescents.

Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview

Author(s): Marija Čutura / Language(s): English Issue: SI/2020

Purpose – The purpose of this paper is to provide insight into the interplay between consumer ethnocentrism and social identity as concepts with significant relevance for different consumer responses in globalized environment. Design/Methodology/Approach – The paper contains analysis of theoretical foundations, based on social identity theory, as well as conceptual content analysis of selected studies that deal with both the observed concepts. Findings and implications – This paper contributes to deeper insights into the interplay between consumer ethnocentrism and identity, and provides a good foundation for explaining and predicting different consumers’ responses in the globalized environment. From the perspective of social identity theory, ethnocentrism is considered to be an important factor in maintaining social identity and preserving it in the changing environment. This proposition is confirmed by empirical studies that show a positive relation between identity and consumer ethnocentrism. On the other hand, some empirical studies reveal somewhat mixed results which indicate that consumer ethnocentrism does not always correspond with the strength of identity. Also, studies that deal with consumer ethnocentrism and identity in the context of global changes and acculturation processes suggest that the relational matrix of those concepts can be far more complex. Limitations – The observed theoretical backgrounds mostly consider classical propositions of the social identity theory and focus on specific forms of social identity. Originality – This paper represents a synthesis of the dynamic perspective of social identity theory with conceptual analysis of consumer studies that deal with consumer ethnocentrism and identity.

Editorial preface

Author(s): Đurđana Ozretić Došen / Language(s): English,Croatian Issue: 2/2020

EFFECT OF BRAND POSITIONING AND INTEGRATED MARKETING COMMUNICATION TOWARD CHOICE DECISIONS ON STUDENTS OF PALEMBANG-INDONESIA

Author(s): Febriyeni Febriyeni,Zakaria Wahab,Muchsin Saggaff Shihab / Language(s): English Issue: 2/2020

This empirical study aimed to find out the brand positioning and integrated marketing communication through the brand equity to the choice decision making of the students of Tourism Polytechnic of Palembang-Indonesia. The study was conducted in the Tourism Polytechnic of Palembang. The primary data were collected through the questionnaire that was composed of 34 statements, randomly distributed to respondents via Google form. The data analysis techniques used the SPSS software and the Amos program and SEM was used to determine the variables and suitability of the proposed model. The result of this study showed that there was a significant and positive influence of the brand positioning and integrated marketing communication on the choice making of the students of Tourism Polytechnic of Palembang (Indonesia). The result also showed that there was a significantly positive influence of the brand positioning and integrated marketing communication on the brand equity.

EFFECTS OF GREEN PRODUCT AND GREEN ADVERTISING TOWARD PURCHASE DECISION

Author(s): Vanesha Rahmania,Sulastri Sulastri,Zakaria Wahab / Language(s): English Issue: 2/2020

The present empirical study aims to determine the effects of green products and green advertising on purchasing decision with buying interest as a mediating variable. The sample of the study sonsist of 10 It is a case study investigating the Body Shop’s consumers that also have an account the Instagram social media platfrom.The respondents were chosen using non-probability sampling. The primary data were collected using a questionnaire containing 31 statements in google form format and the data were analyzed using Structural Equation Modeling (SEM). Smart PLS software was used test the variables and the results show a substantial positive effect of green products and green advertising toward purchase decisions for the Body Shop users on Instagram. The study also reveal a significant positive effect of green products and green advertising toward buying interest.

MARKETING STRATEGIES AMONG SMALL AND MEDIUM SIZED COMPANIES IN THE POLOG REGION

Author(s): Valon Ameti,Liridon Ismaili / Language(s): English Issue: 13-14/2020

Marketing strategies, being an integral part of the large family of functional strategies play a major role in attaining and sustaining competitive advantage in the contemporary business environment. This is totally understandable having in mind the immense importance of marketing in general and its elements, mainly the 4P’s and the 7P’s. Aside from this, there is a large body of knowledge proving that marketing and strategic marketing contribute greatly to strategy and strategic management. The paper strives to provide an analysis of the level of implementation and obstacles to the implementation of marketing strategies by small and medium sized companies operating in the Polog region. As the results show, the companies in this region lack behind the developed world when it comes to the creation and implementation of marketing strategies, but on the other hand are not reluctant to learning and enabling members of their staff to gain appropriate knowledge on marketing strategies and later contribute for an improved future by supporting the management/owners in drafting and implementing marketing strategies, of course always having in mind the concrete situations these companies function in, and the capacities they possess.

REKLAM AJANSLARININ KARŞILAŞTIĞI RENK KAYNAKLI PROBLEMLER VE ÇÖZÜM ÖNERİLERİ

Author(s): Mustafa Batuhan KURT / Language(s): Turkish Issue: 49/2021

Printed advertising is one of the most important tools of communication industry. If it used effectively and correctly, it is possible to reach large audiences and convey the desired information in a healthy way. Advertising agencies serving the visualization process of ads try to manage this process effectively in line with the demands of their customers. Color-related problems are at the top of the list of problems that advertising agencies encounter in this visualization process. These color-related problems can cause disputes between advertising agents and their customers, which can extend to legal dimensions. This situation causes the advertising agencies to experience prestige, customer, time and financial losses related to these. For this reason, advertising agencies should be aware of the problems they will encounter with colors and take precautions. However, the lack of sufficient resources in this area represents the biggest obstacle for the institutions in the sector to access information in a healthy way. With this study, it is aimed to create a resource for institutions serving this sector and institutions providing education in this field. In this study, the color problems that the advertising agencies will encounter in the visualization stages of the printed advertisements, printing proof, selection of printing substrate, printing stage and post-printing processes were discussed in detail with visuals and recommendations were made on how to solve them