Scopus İndeksli Yayınlar Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/395
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Article Citation - Scopus: 14The Surprise Effect of Ambient Ad on the Path Leading to Purchase: Testing the Role of Attitude Toward the Brand(Routledge info@tandf.co.uk, 2018-12-13) Ozer, Serhat; Oyman, Mine; Ugurhan, Yusuf Zafer CanEnterprises have made changes in their marketing and communication activities because of increased competition and changes in consumer behavior. In seeking to stand out from their competitors, brands have started to use more creative, extraordinary, interactive, and nontraditional approaches in their advertisements. One of these approaches is ambient advertising, which involves the guerilla marketing activities and alters environmental elements that consumers interact with (e.g., pedestrian paths, bus stops) creatively and unexpectedly and renders these elements meaningful in terms of advertising. In ambient advertising literature, relationships between perceived surprise, attention toward the ad, attitudes toward the ad and brand, purchase intention, and mediation effect of attitude toward an unknown brand have not been hierarchically tested. In this study, the effectiveness of ambient advertising was evaluated based on a structural equation model and the data were collected from 194 consumers through cross-sectional survey method. The results revealed some statistically significant relationships. In conclusion, perceived surprise was determined as a strong antecedent of attention toward the ad, attitude toward ambient advertising was found to have a positive effect on purchase intention, and it was also found that attitude toward the brand had a mediating effect between attitude toward the ad and purchase intention. © 2020 Elsevier B.V., All rights reserved.Article Party-Voter Congruence in Turkish Politics: The Ivory Tower Argument Tested(Routledge info@tandf.co.uk, 2019-12-27) İnan, Murat‘Ivory tower’ is frequently used phrase when Turkish executive politicians question the representativeness of other parties or their members. The intention of this claim is to provoke other parties into a discussion about the legitimacy of the targeted party. This research aims to shed a light on the problem of party-voter congruence in Turkish politics, which has important implications for the representativeness of Turkish political parties. Comparing the three major political parties in Turkey; the current study investigates to what extent these political parties’ manifesto documents, fail to connect with their constituencies’ policy positions on four prominent issues in Turkish politics: Left-right political positioning, democratic support, support for the military, and support for a controlled economy. Party level Manifesto Project data and aggregated individual level World Values Survey (WVS) data were combined for the analysis of this research and analysed by using a series of Ordinary Least Squares (OLS) regression analysis. The findings suggest that the ivory tower claim is largely correct for all three political parties investigated. Finally, these findings also have important implications for the legitimacy of the Turkish democratic political system. © 2020 Elsevier B.V., All rights reserved.