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The impact of linguistic proximity and diglossia on multinational corporations' visual identity extension strategies in multiple sociolinguistically different markets is investigated. Specifically, this study focuses on a sample of Fortune Global 500 corporations and explores their brand name/slogan extension practices in three distinct linguistic contexts: Turkish, Russian and Arabic. The study reveals that the different levels of linguistic proximity systematically influence brand name adaptation including brand name transliteration, as well as slogan translation and new slogan creation in English. The study also finds that these tendencies non-systematically but significantly vary across the levels of diglossia. Conversely, diglossia systematically influences slogan standardization and new slogan creation in a local language, while the effect of linguistic proximity on these practices is non-systematic. © 2017 Macmillan Publishers Ltd.

This research explores the extent to which business ethics and etiquette influence relationship performance across the business relationship lifecycle. Based on a survey from 583 business people from several major Chinese business hubs, this research finds that business ethics and etiquette significantly influence relationship performance success. Dimensions of business ethics such as relationship fairness and relationship stability are found to be significantly associated with relationship performance at the growth and maintenance stages, respectively. Commitment/loyalty business etiquette protocols are found to be important at all stages of the business relationship lifecycle. Additionally, the study found that goal-oriented males and females are more likely to use business ethics and etiquette in comparison to apathy-driven males and females to build successful relationship performance.

Purpose Highlighting the need for a profound move towards desecularisation of Islamic scholarship, this conceptual paper aims to clarify the concept of causality from the Islamic marketing research perspective and extends a number of suggestions for improving theory building and hypothesis development in the field. Design/methodology/approach The approach taken is largely conceptual. In addition, this study collates the stated hypotheses in the articles published in this journal in the past five years and analyses the structure of causal statements to uncover key tendencies. Findings The review of historical and current views on causality indicates that most commentators agree that assuming the existence of the necessary connection between cause and effect is misleading. The Islamic traditions based on occasionalism and modern science agree that causal statements reflect, at best, probabilistic assumptions. Research limitations/implications This paper offers a number of insights and recommendations for theory building and hypothesis development in Islamic marketing. By following the occasionalism perspective and the notion of Sunnah of Allah, researchers will be able to build methodologically coherent and genuine Islamic marketing knowledge. Practical implications Correctly stated and tested hypotheses can be used by public policymakers to enforce effective consumer and market policies. Originality/value This paper tackles a complex issue of causality in Islamic marketing research which has not hitherto been discussed well in the literature. This research is also a unique step towards developing pioneering avenues within the domain of Islamic marketing research methodology.

Purpose Marketers of beauty products capitalize on consumers’ perception of beauty to enact a price placebo effect through setting high prices to insinuate a superior performing product. Yet, in the context of growing alternative beauty movements emphasizing inner beauty and self-acceptance, little is known on how the effect of price on a product’s perceived effectiveness and satisfaction is bounded by different modes of beauty conceptualization (BC). Hence, this study aims to investigate how distinct perceptions of beauty impact the effectiveness-based and satisfaction-based price placebo effects in Muslim-majority markets such as Turkey compared to markets largely driven by Western values such as New Zealand. Design/methodology/approach This research is based on a quasi-experimental factorial design based on the manipulation of the level of price for a beauty product and the observation of the extent of BC. The sample included 144 participants from Turkey and 147 participants from New Zealand. Findings This research finds that the manipulation of the price (low vs high) equally activates the effectiveness-centered price placebo effect in both countries. When expectations are taken into account, the (satisfaction-based) price placebo effect is non-existent in New Zealand, while in Turkey the higher price leads to an opposite effect: a significant decrease in satisfaction. It is also found that the effect of price on effectiveness is moderated by BC. In both countries, the price placebo effect is activated only when consumers narrowly conceptualize beauty, while this effect does not hold for broad conceptualizers. The effect of BC on the price placebo appears to be stronger in New Zealand in comparison to Turkey. Practical implications Marketing managers’ awareness of different perceptions of beauty and how these may influence the price placebo effect in different cultures would allow them to decide what strategies are most appropriate for different groups of customers. For example, by pursuing the movement toward inner beauty and its broad conceptualization, high-end brands are likely to compromise opportunities to capitalize on the price placebo effect. On the other hand, this alternative perspective may cultivate profound satisfaction in the long-term. Social implications The price placebo effect disappears when people conceptualize beauty from a broad (inner) perspective. This suggests that public policymakers, to counteract the negative effects of misleading marketing and to create fair exchanges, must promote broad BC in society. Originality/value This study contributes to the body of the existing research on price placebo by offering unique insights into the boundary conditions of the price placebo effect underscored by BC in two distinct cultural-religious settings. Also, it proposes two different variations of price placebo, namely, effectiveness-centered vs satisfaction-centered. From a methodological point of view, it is the first project in the Islamic marketing discipline that applies the Islamic perspective on causality.

This study aims to contribute to making customer satisfaction measurement more efficient in the mobile phone sector. For this purpose, data were collected from 3,342 mobile phone users living in five different cities in Turkey. A self-administered questionnaire was used in this study. Five different surveys were used, with the same questions but with different categories of response (4-, 5-, 6-, 7-, and 10-point scales). The research instrument items were adapted from the American customer satisfaction index (ACSI). With the dataset of each response category, the models were installed and subsequently compared. The originality of the study is due to the comparison of the models created with different datasets. According to the findings obtained, different response categories did not make a considerable difference in the measurement of customer satisfaction., C1 [Kalburan, Cetin] Pamukkale Univ, Iktisadi & Mari Bilimler Fak, Kinikli Kampusu, TR-20070 Pamukkale Denizli, Turkey., [Hasiloglu, Selcuk Burak] Pamukkale Univ, Iktisadi & Mari Bilimler Fak, Dept Management Informat Syst, Kinikli Kampusu, TR-20070 Pamukkale Denizli, Turkey., [Bardakci, Ahmet] Pamukkale Univ, Iktisadi & Mari Bilimler Fak, Dept Business, Kinikli Kampusu, TR-20070 Pamukkale Denizli, Turkey.

Purpose The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey. Design/methodology/approach Recently posted customer comments, complaints and suggestions related to the selected fast-food chains were examined from the following domains: Facebook, Instagram, Twitter and Sikayetvar.com. These comments were reviewed, assessed and classified by four trained independent raters. After examining the comments one-by-one the raters arrived at the final (triangulated) decision regarding the comment’s category after an iterative process including cross-examination. Findings Reasons for fast-food avoidance were primarily linked to customers’ negative past experiences (experiential avoidance). Identity avoidance, moral avoidance and interactivity avoidance. Originality/value The paper adds to the anti-consumption literature by examining the food avoidance framework of Lee et al. (2009) in an emerging market context. New categories were identified for reasons of food avoidance which have not been identified before in the anti-consumption literature such as interactivity avoidance.

Because careless responding to questionnaire items can be quite common, and even low rates of careless responding can substantially impact some analyzes, researchers have been advised to remove careless respondents before data analysis. However, identifying these respondents is a non-trivial task. In the context of multi-item, unidimensional scales, it has been suggested that response variance may hold information about careless responding. This notion was tested in the current research with two studies. Data collected from respondents indicates that people responding carelessly display more variance in their responses than people responding with more effort. Given this finding, a procedure which uses measures of response variance and cluster analysis to identify careless respondents was developed. The effectiveness of the procedure with different specifications was tested with simulated data and validated with data from actual respondents. On the basis of the results, we advocate using the procedure with specifications that conservatively identify careless respondents. Such an approach will identify the most extreme careless respondents, while maximizing the retention of careful, honest respondents. We discuss the advantages the developed procedure has over existing procedures for identifying careless respondents. © 2015 Macmillan Publishers Ltd.

Perakendecilerin yoğunlaşması pazarlık gücünü büyük ölçüde perakendecilerin lehine çevirmiştir. Bu tür bir rekabet ortamında özellikle dış pazarlarda başarılı olmak isteyen firmaların tek başlarına kendi markalarıyla söz konusu pazarlarda başarıyı yakalaması olası gözükmemektedir. Çin tehdidinin de kendisini güçlü bir şekilde hissettirmeye başladığı dünya pazarlarında başarının yolu birlikte hareket edebilme yeteneğine bağlıdır. Bu bağlamda bu çalışma özellikle Türk tekstil ve konfeksiyon sektörü için uluslararası pazarlarda sürdürülebilir bir rekabet gücü kazanmak için ortak marka ve perakendecilik kavramlarını irdelemektedir.

Teknolojideki değişim hayatın her alanında olduğu gibi veri toplama yöntemlerinde de kendini göstermektedir. Bilgisayar ve İnternet kullanımının yaygınlaşması araştırmacılara İnternet ortamında da anket yapabilme olanağı sağlamaktadır. Günümüzde de bu olanaktan gittikçe artan bir şekilde faydalanıldığı görülmektedir. Bu çalışmada, Internet ortamında yapılan anketler ile yüz yüze yapılan anketler vasıtasıyla elde edilen veriler arasında farklılık olup olmadığına cevap aranmaktadır. Bu amaçla, iki farklı veri toplama yönteminden ve iki farklı ölçekten (Cetscale ve öz-yeterlik) elde edilen veriler entropi ölçüsü kullanılarak analiz edilmiştir. Bulgular, Internet temelli anketlerin öz-yeterlik ölçeği için daha az dağınık cevaplar sağladığını göstermektedir. Ayrıca sonuçlar, ölçeğin yanıt dağılımı üzerinde de etkisinin olduğuna dair kanıtlar sunmaktadır., Technological improvements are utilized in data collection methods as in all areas of life. The expansion of computer and Internet use make it possible to conduct a survey on Internet. Today, many researchers take advantage of this opportunity. This paper seeks to answer whether there is any significant difference between data collection methods as Internet and face to face. To reach this objective response patterns from two data collection methods and from two different scales (Cetscale and Self-Efficacy) are investigated by using an entropy measure. Findings reveal that internet based survey provides less dispersed responses for selfefficacy scale in which social desirability effect is less than Cetscale. Furthermore our results provide evidence that scales have also influences over dispersion of responses.

PurposeTo examine customers' readiness for mass‐customised products in two European countries, Turkey and the UK.Design/methodology/approachExamines the demand side of the market and begins to explore whether mass‐customisation can be implemented as an international product strategy. A questionnaire was developed, pre‐tested and administered in the UK and (after translation) in Turkey to potential new car buyers.FindingsA large proportion of customers from both countries would be willing to pay extra to own a product which exactly meets their needs and preferences. However, more respondents in the Turkish sample were willing to do so than in the UK sample. Additionally, Turkish respondents were keen to update the features of their car over time, which favours mass‐customisation.Research limitations/implicationsThis study is exploratory and limited in terms of research sample. Consequently further research is needed to verify the findings. Second, how far the organisation is ready to adopt a mass‐customised approach is a further question to be answered requiring further research. Future research in contexts other than new cars should also be undertaken. Finally, we have focused on “readiness” for mass‐customisation and do not attempt to provide any link between this “readiness” and behavioural intentions.Practical implicationsThere may be a viable market of customers for mass‐customised cars, in both the UK and Turkey. Producers now need to examine the price that would be acceptable to both customers and themselves.Originality/valueThis is the first systematic research study to address the demand side of mass‐customisation in two European countries.

This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be implemented efficiently and effectively. There appears to have been no empirical evidence to support the notion that customers are indeed ready for this approach. The aim of this study is to examine how far customers are “ready” for mass‐customised products, using the UK new car market as its basis for analysis. A framework is developed and results presented which suggest that a sizeable section of the market is ready to accept the “inconveniences” of mass‐customised products. However, the main inconvenience of mass customisation is identified as increased price, even for “ready” customers. It would seem, therefore, that both global standardisation and mass customisation strategies are appropriate in this market.

This paper addresses the issue of mass-customisation from the point of view of consumer demand. It aims to develop a framework to examine the demand side of the mass-customisation equation which will allow researchers to identify whether a market of customers who are ready for mass-customised products exists. In doing so it considers in particular three “inconveniences” of mass-customisation: the increased price of customised products; the delay in receipt of custom-made products; and the need for customers to invest time in specifying their preferences before the product can be produced. © 2003, MCB UP Limited

Bu çalışmanın amacı, tüketicilerin indirim mağazalarının özel markalı ürünlerine karşı tutumlarına ilişkin bir yapısal model oluşturmak ve bu modeli test etmektir. Bu doğrultuda; Türkiye'de indirim mağazacılığında faaliyet gösteren ve en fazla mağaza sayısına sahip üç mağazalar zinciri çalışmanın kapsamına alınmıştır. Çalışmada veriler TÜİK tarafından 2015 yılında yayınlanmış İllerin Yaşam İndeksi raporundan hareketle, il merkezinde ve en az bir ilçesinde her üç mağazanın da bulunduğu iller içerisinden rassal olarak belirlenmiş 14 il ve bu illerin 14 ilçesinden elde edilmiştir. Toplam 1230 kişiden yüz yüze anket yöntemi ile elde edilen veriler AMOS istatistik programı kullanılarak Yapısal Eşitlik Modellemesi (YEM) yöntemi ile test edilmiştir. Çalışma sonucunda, tüketicilerin indirim mağazalarının ürünlerine karşı algıladıkları kaliteyi en fazla etkileyen değişkenin mağaza atmosferi, özel markalı ürünlere karşı tutumu en fazla etkileyen değişkenin ise fiyat olduğu olduğu bulunmuştur. Bununla birlikte, modele ilişkin uyum ölçüm değerleri, çalışmanın teorik modelinin indirim mağazacılığı için uygun olduğunu göstermektedir. This study aims to construct a structural model of consumers' attitudes towards private labels of discount stores and testing this model. Accordingly, three stores which have operated in discount retailing and largest store number in Turkey were included in study. Based on the Turkish Statistical Institute Provincial Life Index report, the data were obtained from 14 provinces and 14 districts of these provinces which were randomly determined from the provinces where all three stores were located in the city center and at least one district. The data obtained from 1230 respondents with face-to-face survey and were tested with Structural Equation Modeling (SEM) method using AMOS statistical program. In the result of the study, it was found that store atmosphere is the most influential variable to consumers' perceived quality, on the other hand, price has the highest affect towards private labeled products of the discount stores. Moreover, the model fit indexes results show that the use of the theoretical model of the study is suitable for discount stores. 141