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Scopus İndeksli Yayınlar Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/395

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Author: search.filters.author.Yilmaz, CengizPublisher: search.filters.publisher.Routledge Journals, Taylor & Francis Ltd

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  • Article
    Citation - WoS: 5
    Citation - Scopus: 6
    Antecedents of Private-Label Brand Purchase Intention: An Experimental Analysis
    (Routledge Journals, Taylor & Francis Ltd, 2021-09-20) Ipek, Ilayda; Yilmaz, Cengiz
    Recent decades have witnessed a growing attention toward private-label brands (PLBs), which also have become of critical importance in emerging markets. Building on this, the main purpose of this empirical research is to investigate the differential influences of individual factors (i.e., socio-demographic aspects, individual differences, and perceptual variables), contextual factors (i.e., distinctive packaging, price promotion, and store image), and attitude toward PLB on PLB purchase intention in an emerging-market context. To serve this purpose, a scenario-based experimental design (N = 351) was used. The findings of the study reveal that prior experience with PLBs, the degree of reliance by consumer extrinsic cues, store image, and attitude toward PLB are precursors of PLB purchase intention, which was found to be inversely related to age, level of purchasing risk, distinctive packaging, and price promotion. This empirical inquiry is expected to provide useful insights into the PLB literature, as it unveils how PLB implications may vary in an emerging-market context.
  • Article
    Citation - WoS: 43
    Citation - Scopus: 72
    A Typology of Personalisation Practices in Marketing in the Digital Age
    (Routledge Journals, Taylor & Francis Ltd, 2021-07-21) Cavdar Aksoy, Nilsah; Tumer Kabadayi, Ebru; Yilmaz, Cengiz; Kocak Alan, Alev
    One reflection of the digital age is creating personalised experiences in different ways by collecting and processing personal level information about individuals. Understanding and explaining this process can be beneficial both for marketing researchers and practitioners. This study aims to review and integrate decades of research on personalisation and practical applications in marketing to provide a comprehensive classification system for such personalisation. In this context, personalisation studies and practices are examined using two different approaches: the first based on the methods and modes of communication and the second based on the type of information being presented. Determined methods and modes of communication include self-reference, anthropomorphism, and system characteristics. The types of information presented in this study are individual-level, social-level, and situation-based. Based on our typology of personalisation, we discuss the topic using the extant literature and offer contributions, limitations, and suggestions for further research.