Yılmaz, Cengiz

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Profile URL
https://hdl.handle.net/20.500.12573/2815
Name Variants
Cengiz Yılmaz
Yilmaz, Cengiz
Job Title
Prof. Dr.
Email Address
cengiz.yilmaz@agu.edu.tr
Main Affiliation
10. Rektörlük
Status
Current Staff
Website
ORCID ID
0000-0002-9383-1457
Scopus Author ID
7005336191
Turkish CoHE Profile ID
56576
Google Scholar ID
y3B4vD0AAAAJ
WoS Researcher ID
P-7012-2018
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11075_Cengiz Yılmaz.jpeg (4.42 KB)

Sustainable Development Goals

13

CLIMATE ACTION
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0

Research Products

17

PARTNERSHIPS FOR THE GOALS
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1

Research Products

8

DECENT WORK AND ECONOMIC GROWTH
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9

INDUSTRY, INNOVATION AND INFRASTRUCTURE
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12

RESPONSIBLE CONSUMPTION AND PRODUCTION
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0

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16

PEACE, JUSTICE AND STRONG INSTITUTIONS
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0

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11

SUSTAINABLE CITIES AND COMMUNITIES
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1

NO POVERTY
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6

CLEAN WATER AND SANITATION
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10

REDUCED INEQUALITIES
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14

LIFE BELOW WATER
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15

LIFE ON LAND
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5

GENDER EQUALITY
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4

QUALITY EDUCATION
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7

AFFORDABLE AND CLEAN ENERGY
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3

GOOD HEALTH AND WELL-BEING
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2

ZERO HUNGER
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Documents

73

Citations

521

h-index

12

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Documents

33

Citations

1410

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Scholarly Output

6

Articles

5

Views / Downloads

899/349

Supervised MSc Theses

1

Supervised PhD Theses

0

WoS Citation Count

99

Scopus Citation Count

143

WoS h-index

5

Scopus h-index

5

Patents

0

Projects

0

WoS Citations per Publication

16.50

Scopus Citations per Publication

23.83

Open Access Source

3

Supervised Theses

1

JournalCount
Journal of Business Economics and Management1
Journal of Business Research1
Journal of Electronic Commerce Research1
Journal of International Consumer Marketing1
Journal of Marketing Management1
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Now showing 1 - 6 of 6
  • Thumbnail Image
    Article
    Citation - WoS: 7
    Citation - Scopus: 10
    Expanding the Boundary of Brand Extensions Through Brand Relationship Quality
    (Vilnius Gediminas Tech Univ, 2016) Arikan, Esra; Yilmaz, Cengiz; Bodur, Muzaffer
    Research 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.
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    Master Thesis
    Geliştirilmiş RFM Modeli ile Müşteri Segmentasyonu: Bir Halı ve Kilim Üretici Firmasında Uygulama
    (Abdullah Gül Üniversitesi, Sosyal Bilimleri Enstitüsü, 2022) İmdad, Yağmur Gizem; İmdad, Yağmur Gizem; Yılmaz, Cengiz
    Data science has gained enormous importance by contributing to the in-depth understanding and interpretation of information. Especially companies consult on data analysis to make strategic decisions in the competitive market. Much more important than the decisions taken is a determination of the customer or customer groups to which these decisions will be adapted. For that reason, customer segmentation by identifying similarities and differences between customers becomes crucial. In recent times, the RFM model is preferred mostly for customer segmentation. The RFM model is based on the customer's last purchase date, how often they purchase, and how much money contributes to the company. It is an easy model to understand and interpret results in a clear way. Many researchers prefer to apply the RFM method by adding extra variables to the analysis. Thus, customers are evaluated from a broader perspective. This study aims to present a developed RFM model by adding extra variables which are Loyalty, Dependence, and Expectation which are determined by a broad literature review and as a result of a survey relating to 106 dealers. There are some studies that create a segmentation model by using loyalty and the RFM model. However, this study developed a new model by including the dependence and expectation variables, which are not been used previously with the RFM model, besides loyalty. In the study, dealers are analyzed by the K-means clustering method and the optimum number of clusters is indicated as six. Each cluster has its specific customer behavior and this study guides the company to constitute marketing strategies regarding customers' specifications.
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    Article
    Citation - WoS: 7
    Citation - Scopus: 7
    Personalization in Marketing: How Do People Perceive Personalization Practices in the Business World
    (California State Univ, 2023) Aksoy, Nilsah Cavdar; Kabadayi, Ebru Tumer; Yilmaz, Cengiz; Alan, Alev Kocak
    With emerging digital technologies, personalization has become a key activity for marketing strategy to gain competitive success in customer relationships. The aim of this study is to develop and empirically assess a general measurement model of perceived personalization. Multiple data gathering processes and rigorous empirical testing procedures are employed to assess and validate the proposed measurement model. The perceived personalization scale developed in the study rests on the focus of what is personalized and includes three main categories: (1) individuallevel, (2) social-level, and (3) situation-based personalization. A multidimensional measure of personalization is developed based on these categories and is validated via several tests, including a test of nomological validity exploring the effects of perceived personalization on critical customer responses such as positive emotions, negative emotions, perceived sincerity, satisfaction, and behavioral intentions. These findings shed light on and open new avenues of development for this growing practice for both researchers and practitioners in marketing.
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    Article
    Citation - WoS: 41
    Citation - Scopus: 65
    A Typology of Personalisation Practices in Marketing in the Digital Age
    (Routledge Journals, Taylor & Francis Ltd, 2021) 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.
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    Article
    Citation - WoS: 39
    Citation - Scopus: 55
    How Do Firms Benefit From Customer Complaints
    (Elsevier Science inc, 2016) Yilmaz, Cengiz; Varnali, Kaan; Kasnakoglu, Berna Tari
    The study explores the effects of two sets of factors relating to complaint management on firm performance, namely, (1)customer response factors and (2) organizational learning factors, thereby integrating organizational learning into the conceptualization of complaint management Symmetric testing using hierarchical regression analysis of data obtained from complainants and firm managers revealed the joint effects of the two main paths on firm performance, independently from one another. Learning from complaints is shown to influence both short- and long-term firm-level performance measures positively. However, contrary to expectations, complainants' and managers' perceptions of fairness in the complaint handling processes of firms are found to (1) be nonrelated to short-term firm performances and (2) influence long-term performance expectancies negatively. Asymmetric analyses involving contrarian cases and further utilizing the fuzzy-set qualitative comparative analysis (fsQCA) disclosed distinct sets of antecedents that are sufficient for explaining short- and long-term firm performance. (C) 2015 Elsevier Inc. All rights reserved.
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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, 2022) 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.