WoS İndeksli Yayınlar Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/394
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Article Citation - WoS: 7Citation - Scopus: 10Expanding the Boundary of Brand Extensions Through Brand Relationship Quality(Vilnius Gediminas Tech Univ, 2016-12-21) Arikan, Esra; Yilmaz, Cengiz; Bodur, MuzafferResearch on brand extensions identifies the concept of perceived fit as the prime determinant of success. Yet, it is not difficult to find examples of brands that have been extended successfully into "perceptually distant" domains. In an attempt to resolve this discrepancy between research insights and practical experiences, the study investigates the role of Brand Relationship Quality (BRQ) as a critical factor determining consumer responses to brand extensions. The proposed model is tested separately in the context of three different fit scenarios (high, moderate, and low) with data from 502 consumers. The results indicate that BRQ and perceived fit exert independent effects on consumer responses and complement each other as they jointly influence evaluations of brand extensions. The study therefore extends existing theory by providing evidence that the brand extension phenomenon cannot be explained justly without including constructs that portray personal relationships consumers develop with brands and provides insights for marketers and researchers as to how such relationships can be integrated in formulations of successful brand extension strategies.Article Citation - WoS: 1Citation - Scopus: 2A Semi-Analytic Method for Solving Singularly Perturbed Twin-Layer Problems With a Turning Point(Vilnius Gediminas Tech Univ, 2023-01-19) Cengizci, Suleyman; Kumar, Devendra; Atay, Mehmet TarikThis computational study investigates a class of singularly perturbed second-order boundary-value problems having dual (twin) boundary layers and simple turning points. It is well-known that the classical discretization methods fail to resolve sharp gradients arising in solving singularly perturbed differential equations as the perturbation (diffusion) parameter decreases, i.e., epsilon -> 0(+). To this end, this paper proposes a semi-analytic hybrid method consisting of a numerical procedure based on finite differences and an asymptotic method called the Successive Complementary Expansion Method (SCEM) to approximate the solution of such problems. Two numerical experiments are provided to demonstrate the method's implementation and to evaluate its computational performance. Several comparisons with the numerical results existing in the literature are also made. The numerical observations reveal that the hybrid method leads to good solution profiles and achieves this in only a few iterations.