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In today’s world which is named as Society 5.0, when human-oriented digital transformation is reflected in every aspect of society, people carry out all their activities online. Today's consumers prefer platforms that are faster, easier, have more right to choose and compare, where they can see the opinions of others about the product, and shop whenever and wherever they want. While the digital transformation experienced in the social dimension creates this new consumer behavior, businesses also have to give importance to digital transformation practices in order to maintain their place in the market and to make the brand value sustainable by responding to the demands and requests of the consumers. In this study, it is aimed to discuss how Pınar Online, which implements digital transformation applications as a leading brand in its sector, imposes itself on traditional Pınar customers and its contribution to brand value. For this purpose, a literature review has been done about digital transformation, its impacts on consumer behavior and brand value. For the research of the study, Pınar Online application analyzed as a case study. [ABSTRACT FROM AUTHOR]

Brand is a value that has an increasing importance in determining product differences between producers and consumers today. In an environment of intense competition, the brand concept offers a major advantage for companies. Profit maximization, which is the primary aim of companies, has been converted into the maximization of firm value over time. Therefore, the concept of brand generally indicates the financial value of companies. Sales figures, earnings, potential sales power and all the financial inputs that a brand can generate are the factors that determine brand equity. Although the brand has been with us from the past to the present, brand value gained importance in the 1980s as a result of corporate mergers and purchases. The number of brands operating in the markets has increased daily, which has led to interest in the monetary value of the intangible assets that are brands and how this economic value should be calculated. This study computed the brand value of 22 firms that operated in the textile sector of Borsa Istanbul for the period 2018-2022 using the Hirose method, and compared the findings with the firms in the textile sector that were included in the list of Turkey's most valuable brands published by Brand Finance in 2022. In addition, information was provided on whether the brand value calculated using the Hirose method can be included in financial statements according to TMS 38. The research outcomes indicate significant variations between the Hirose method and the Brand Finance brand valuation method. This discrepancy stems from the utilization of distinct criteria by each method in determine brand value. [ABSTRACT FROM AUTHOR]

As consumers begin to spend more time on social networks, social media platforms have become commercial marketing tools. Advertisements for any goods, services or brands, especially on social media platforms, have become effective. Social media advertisements have begun to be very effective on consumers' brand value perception and preferences, and this affects the consumer's thoughts in terms of awareness, loyalty and quality in the context of brand value. As a result, unplanned purchasing behavior has come to the fore. The aim of this study is to investigate the effect of consumers' attitudes towards social media advertisements on brand value and consumer behavior. The data obtained within the scope of the research was obtained by online survey method between 10 March and 30 April 2024. During the data analysis process, SPSS 25.0 and AMOS 26.0 package programs were used within the scope of the research. The results obtained reveal that the attitude of consumers towards social media advertisements has a positive and statistically significant effect on brand value and consumer behavior. In this context, it is seen that social media advertisements play a decisive role in the changes in consumers' perception and this effect indicates a positive relationship between brand value and consumer behavior. [ABSTRACT FROM AUTHOR]

Several studies attempted to investigate brand equity and retailer equity regarding their relationship with the purchase intentions of customers. However, there is little research that studied both concepts in one single study. The first aim of the study is to investigate the relationship between brand equity and purchase intentions of customers; retailer equity and purchase intentions of customers. The second aim is to test the moderating effects of perceived advertising spending and retailer equity regarding the impact of brand equity on purchase intentions. Data were collected from Turkish customers. Results indicated the positive effect of brand and retailer equity on purchase intentions where the effect of brand equity was stronger. There were no moderating effects of retailer equity and perceived advertising spending regarding the impact of brand equity on purchase intentions. The most important findings were that brand equity and retailer equity have considerable and positive effects on the purchase intentions of customers; however, they act independently from each other. [ABSTRACT FROM AUTHOR]

Copyright of Social Sciences Studies is the property of Social Sciences Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Göç eden toplulukların gittikleri yerlerde üretim alışkanlıklarını devam ettirmeleri ve markalarını da beraberinde getirmeleri, marka kimliği ve imajının sürekliliği açısından önemlidir. 2011 yılında yaşanan Suriye iç savaşı birçok işletmeyi olumsuz etkilemiştir. Savaşın ardından birçok marka Suriye’den ayrılarak göç ettikleri ülkede yeni stratejilerle piyasada tutunmaya çalışmaktadır. İşletmeler markalarını yeni yerlerde tanıtarak kullandıkları pazarlama stratejileri ile kültürel mirasına odaklanmakta ve göç edilen yerde marka değerinin sürdürülebilirliğini sağlamaktadır. Suriye ve Gaziantep arasındaki tarihsel ve kültürel ilişkilerin varlığı Suriyeli işletmelerin Gaziantep’i tercih etme nedenleri arasında görülmektedir. Bu işletmelerin Suriye kültürü ve geleneklerini yansıtan ürünleri sunması, ekonomik gelişme sağlaması ve bölgedeki turizm sektörü açısından da önemlidir. Suriyeli işletmelerin markalarıyla birlikte göç etmesi, işletmelerin yeni yerde kabul görmesine yardımcı olmaktadır. Göçmen işletmeler kendi toplulukları arasında güçlü bağlar kurarak markalarını korumaktadır. Bu göçmen dayanışma ağları sayesinde statüler ve sosyal uyum, marka değerini korumakta kritik rol oynamaktadır. Bu işletmelerin yeni pazarlara girerken uyguladıkları yeni stratejilerin neler olduğu ve marka algılarının işletme yöneticileri açısından hangi yönde olduğunu belirlemek önemlidir. Bu makale ticari marka haklarına sahip olan Suriyeli işletmelerin Gaziantep’te mevcut marka ile devam ederken yöneticiler açısından marka algılarını ve onu nasıl devam ettirdiklerini belirlemek için yazılmıştır. Uygulama yöntemi olarak nitel araştırma bağlamında MAXQDA 2022 nitel veri analiz programı kullanılmıştır. Çalışma sonucunda: (i) Suriyeli işletme sahiplerinin marka devamlılığını sağlamak amacıyla ürünlerde farklılaşmaya gittikleri, (ii) çalışma saatlerini yeni ülkeye göre ayarladıkları, (iii) marka devamlılığından sorumlu kişilerin aile üyeleri olduğu, (iv) işletmelerin bütçe yetersizliğinden dolayı dijital platformlar üzerinden reklam yaptıkları bulgulanmıştır.

Copyright of OPUS Journal of Society Research is the property of OPUS - International Journal of Society Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of this study is to investigate the impact of research and development expenses (R&D) on brand values. In this context, 288 observation data of 40 companies included in the Turkey's top 100 brands report published by Brand Finance between 2012 and 2021 were obtained. Analyzes were performed using least squares regression (OLS) and clustered standard errors estimators. Research results reveal that there is a positive and statistically significant relationship between R&D expenses and brand value. This relationship is also valid for one, two and three period lagged values of R&D expenditures and reveals that there is a positive relationship with brand value. In addition, additional analyzes indicate that R&D expenditures are positively related to changes in companies' rankings in the brand value report. These findings show that current and past R&D expenses affect not only the current brand value but also the dynamics of companies in brand rankings. This study makes significant contributions to the business world and academic research by comprehensively revealing the impact of R&D expenditures on the brand value of companies. The results of the research provide valuable insights to business managers and strategists on how companies can effectively use R&D expenditures to improve their competitive advantage and market position. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Sociological Context / Sosyolojik Bağlam Dergisi is the property of Journal of Sociological Context and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Econder International Academic Journal is the property of Econder International Academic Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The emergence of the concept of brand is to make it easier to distinguish products that are similar to each other. Over time, the concept of brand has started to gain different and special meanings. The brand was first used for goods and services. But over time, the scope of the brand has expanded and it has begun to include different elements such as ideas, people, cities, countries, regions, places. Today, not only businesses or goods, but also countries or cities have brand values and there are images in people's minds related to them. These images affect people's preferences to trade, invest and visit the city in that city. This situation created an area of competition between neighboring cities. For this reason, many cities are trying to determine their existing city images and brand values of their cities and to make them better. In this study, the brand value of Aksaray province was tried to be determined in terms of the evaluations of the people living in the city. The opinions of the people living in Aksaray were tried to be determined with a questionnaire. The questionnaire form was applied face to face to the people in the city center and a total of 2,272 valid data were obtained. Statistical analyzes were made through the statistical program. As a result of the analyzes made, the first connotations for Aksaray were Malaklı Dog, Ihlara Valley and Hasan Mountain. Participants stated that Aksaray's brand value is lower than it should be. It has been observed that Aksaray is insufficient in terms of sports activities, international promotion activities, brand value of accommodation, alternative tourism activities, public behavior, social cultural activities, urban transportation and superstructure investments. It has been seen that the historical artifacts, belief centers and the location of the city are better in terms of competence. In addition, it has been observed that it is easy to make friends and the visitors of the city are satisfied. On the other hand, it was seen that public transportation and social activities were not sufficient. In order to improve Aksaray's brand value, it is recommended that more national and international promotional events be held first, and that more initiatives should be taken to host social, cultural and sportive events. In addition, it is recommended to design a city logo for Aksaray and to encourage the use of this logo in institutions, organizations and products related to the city. [ABSTRACT FROM AUTHOR]

The present study examines public relations (PR), its impact on concepts such as corporate communications, and integrated marketing, and its role in creating, maintaining, and shaping brand equity. Also, the interaction between the company's reputation and brand equity is one of the other essential criteria examined in this study. After examining the techniques for measuring corporate reputation and brand equity, we used two models of Fombrun's Reputation Quotient and Aaker's Brand Equity to measure these two criteria. We have included GSM operators such as Turkcell, Vodafone, and Avea. Using questionnaires, end users and dealers (as the internal stakeholder) were asked about the brand equity and items related to the company's reputation. Interviews were conducted with 300 dealers as required by PR's "Stakeholder Theory" in-house staff study. We also surveyed 400 end users. Our research showed that public relations affect brand equity, and this effect varies based on stakeholders. [ABSTRACT FROM AUTHOR]

This research aims to examine the effect of consumers' perceptions of domestic production on perceived brand value and purchase intention from the perspective of consumer ethnocentrism. In addition, it is aimed to investigate the effect of perceived brand value on consumers' purchase intention. The research population consists of consumers who follow Turkish-origin white goods brands on Facebook and Instagram social media communication platforms. Data gathered from 615 participants through online surveys were analysed using Structural Equation Modelling (AMOS 24.0). As a result of the research, it was determined that the domestic production perceptions of consumers regarding white goods brands positively affect their purchasing intentions. In addition, it has been revealed that consumers' perceptions of domestic production of Turkish-origin white goods brands have a positive effect on all dimensions of perceived brand value components. Moreover, the results showed that brand awareness and brand loyalty of Turkish-origin white goods brands have a significant effect on consumers' purchasing intentions. On the contrary, it has been determined that the associations and perceived quality of white goods brands of Turkish origin do not have a significant effect on consumers' purchasing intentions. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Academic Social Resources is the property of Journal of Academic Social Resources and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Ardahan University Journal of the Faculty of Economics & Administrative Sciences / Ardahan Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi is the property of Ardahan University Journal of the Faculty of Economics & Administrative Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Consumer & Consumption Research / Tüketici ve Tüketim Araştırmaları Dergisi is the property of Beta Basim Yayin Dagitim and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Abant Social Sciences / Abant Sosyal Bilimler Dergisi is the property of Journal of Abant Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Muhasebe ve Vergi Uygulamalari Dergisi (MUVU) / Journal of Accounting & Taxation Studies (JATS) is the property of Ankara Serbest Muhasebeci Mali Musavirler Odasi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Beykoz Akademi Dergisi is the property of Beykoz University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Sosyal medya, günümüzdeki tüketicilerin bakış açısını kökten değiştirmiştir. Özellikle tüketiciler arasında ve tüketiciler ile örgütler arasında genişletilmiş kanallar ve etkileşim noktaları sağlamasıyla dikkat çekmektedir. Bu nedenle örgütler rekabetçi üstünlük sağlayabilmeye ve sürdürebilmeye yönelik sosyal medya pazarlama faaliyetlerine ayrı bir önem vermeye başlamışlardır. Sosyal medya pazarlama faaliyetlerinin tüketicinin algıladığı tüm değişkenler üzerinde etkisinin olabileceği düşünülmektedir. Buradan hareketle bu araştırmada sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesi ve marka değerine etkisinin belirlenmesi amaçlanmıştır. Bu amaç çerçevesinde Afyonkarahisar’da faaliyet gösteren altı farklı beş yıldızlı termal otelin müşterilerine sosyal medya üzerinden ulaşılmıştır. Araştırmanın amacına bağlı olarak, 461 termal turizm tüketicisinden elde edilen veri seti istatistik programları ile analiz edilmiştir. Araştırmada önerilen hipotezler yapısal eşitlik modellemesi ile test edilmiştir. Analiz sonucunda termal turizmde sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesine ve marka değerine etkisi bulgulanmıştır.

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In today's social context marked by intense Internet and online social network usage, it has become a necessity for brands to take an active role in social media-sphere. Within the scope of this research, Generation Y's perceptions about clothing brands' use of social media on brand value was investigated. In this respect, a literature review was conducted on brand, brand value and brand components in the context of social media. Then, a survey form was prepared to gather primary data of the research. The study, which was conducted with a methodologically quantitative research approach, was implemented on 267 generation-Y members. According to the findings, it was determined that perceived use of social media affects brand loyalty, general brand value, and brand awareness and perceived quality dimensions of brand value scale in mid-level, positively and significantly. Findings indicate that online social network presence of brands is positively perceived by Y generation members. While this situation impacts on brand value positively, it also indicates that brands should become more proactive strategically in online social networks to ensure stronger interactions with members of Y generations. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Academic Value Studies is the property of Asos Egitim Bilisim Danismanlik and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Emerging Economies & Policy is the property of JOEEP: Journal of Emerging Economies & Policy and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Marmara University Social Sciences Institute / Öneri is the property of Marmara University, Institute of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Communication Theory & Research / Iletisim Kuram ve Arastirma Dergisi is the property of Gazi University, Faculty of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Travel & Hospitality Management / Seyahat ve Otel İşletmeciliği Dergisi is the property of SIMEDYA and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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İşletmeler, kurumsal performanslarını geliştirmek ve şirketlerini dönüştürmek için sosyal medya teknolojilerine gittikçe daha fazla önem vermektedirler. Bu çalışma, sosyal medya takipçi sayıları ve marka değeri arasındaki ilişkiyi incelemektedir. Günümüzde önemi ve pazarlamaya olan katkısı yadsınamaz olan sosyal medya pazarlaması ile ilgili çok sayıda çalışma bulunmamaktadır. Ayrıca, marka değeri konusu, pazarlama yönetimi için en kritik alanlardan biri olarak ortaya çıkmıştır. Bununla birlikte, konuya yoğun ilgi gösterilmesine rağmen, sosyal medya faaliyetlerinin marka değerine etkilerinin ne olduğuna dair ampirik kanıt yoktur. Literatürde marka değeri ve firmaların sosyal medya takipçi sayıları arasındaki ilişkiyi inceleyen bir çalışmaya ulaşılamamıştır. Bu açıdan bu çalışma konuya yeni bir bakış açısı kazandıracaktır. Bu çalışmada, “Brand Finance” araştırma şirketinin 2017 yılında yayınladığı ve Türkiye’nin en değerli markalarını listelediği “Turkey100” raporunda yer alan 100 şirketin kurumsal sosyal medya hesaplarının incelenmesi ve bu şirketlerin sektörel anlamda sosyal medya kullanımındaki etkinlik derecelerinin belirlenmesi amaçlanmıştır. Çalışmada, bankacılık ve sigorta, gıda, otomotiv, teknoloji ve bilişim, spor, tekstil, inşaat, ulaşım ve enerji gibi çeşitli 13 ana sektörde faaliyet gösteren ve Turkey100 listesinde yer alan şirketlerin Türkiye merkezli kurumsal Facebook, Twitter, Instagram, Youtube, LinkedIn ve Pinterest hesapları ve bu hesaplardaki kullanıcı sayıları incelenmiştir. Elde edilen bulgulara göre araştırmaya konu olan şirketler arasında genel olarak en fazla kullanılan sosyal medya ağının Facebook olduğu görülürken en az kullanılan sosyal medya ağının Pinterest olduğu görülmüştür. Bulgular sektörel olarak incelendiğinde sektörün özelliklerinin ve pazarlama şekillerinin etkisiyle farklı sektörlerde farklı sosyal mecraların ön plana çıktığı sonucuna ulaşılmıştır.

İnsanoğlunun yaşamsal faaliyetlerini yerine getirmesi ve canlılığın devamı için gıda tüketimi kaçınılmazdır. Gıda sektörünün çeşitliliği, tüketicilere bu mecburiyetin yanı sıra istek ve ihtiyaçlarına uygun farklı seçenekler arasından seçim yapma imkânı da sağlamaktadır. Firmalar gerek ürün çeşitliliğine gerek pazarlama kampanyalarına yaptıkları yatırım ve harcamalar ile markalarının tercih edilmesini sağlama yönünde çaba sarf etmektedirler. Bu kapsamda marka değeri kavramı, tüketicilerin tercihlerini, sadakatlerini sağlama başarısı olarak açıklanmaktadır. Literatürde marka eşitliği, marka denkliği, marka sermayesi, marka özvarlığı gibi kavramlarla da ifade edilen marka değeri, pazarlama alanının en değerli yapıtaşlarından biri olan markanın varlığı için yadsınamayacak derecede önemli bir kavramdır. Bu bağlamda çalışmanın amacı, marka danışmanlık şirketi olan Brand Finance tarafından her yıl yayınlanan Türkiye’nin en değerli 100 markası listesindeki gıda markalarının, marka değerlerinin etkinliğini, kantitatif yöntemlerden veri zarflama analizi ile ölçerek ardından Malmquist Toplam Faktör Verimliliği Endeksi yardımıyla yıllar itibariyle gösterdikleri gelişmeyi değerlendirmek ve yorumlamaktır. Bu doğrultuda çalışmanın literatür kısmında marka ve marka değeri kavramlarına ve Veri Zarflama Analizi ile Malmquist Toplam Faktör Verimliliği Endeksi uygulaması aşamalarına değinilmiştir. Çalışmanın uygulama kısmında ise, 2016 yılına ait değerli markalar listesindeki gıda markalarının son dört yıllık marka değeri etkinlikleri ve verimlilikleri veri zarflama analizi ve Malmquist Toplam Faktör Verimliliği Analizi yöntemi ile ele alınıp, irdelenmiş ve yorumlanmıştır.

The purpose of this study is to examine the role of internal branding in explaining employees brand equity in service industry. A conceptual model, which incorporates the internal branding mechanisms, namely the human resources, leadership, and internal communication, is proposed to understand their effect on employee based brand equity. A quantitative research methodology, using structural equation modeling, was adopted to understand the role of internal branding in creating brand equity for employees. Data were collected from the customer contact employees in hotel and restaurant industry. The findings supported the sequential link for: internal branding – brand awareness – brand image and perceived quality – brand commitment. Even only internal communication and leadership were found to significantly affect brand awareness; this brand knowledge was then positively influenced the brand image and perceived brand quality of employees. Moreover, the results found that as employees have a more positive perception of brand image and quality, they are more likely to be committed to the company brand. Therefore, this study confirmed the importance of internal branding to increase employee brand equity, which in turn, translates into a strong brand for customers. In addition, this research is one of the limited studies adopting an employee perspective for brand equity as well as studying the role of internal branding mechanisms in building that brand equity.

Amaç: Bu çalışmanın amacı, ulusal ve uluslararası ölçekte faaliyet gösteren şirketlerin sahip olduğu marka değerinin bilançolarında net olarak raporlanmasına ilişkin bir öneri sunmaktır.Yöntem: Bu çalışmada, veri analizi yöntemi kullanılarak turizm sektöründe faaliyet gösteren ve hisseleri Borsa İstanbul’da işlem gören şirketlerin mali tablolarında raporlanan marka değerinin, şirketlerin kârlılığına etkisi ile toplam varlıkları ve toplam sermayeleri içindeki payı analiz edilmiştir.Bulgular: Çalışma sonucunda, marka değerinin muhasebesel açıdan tam olarak raporlanamadığı tespit edilmiştir.Sonuç: Sonuç olarak şirketlerin gerçek piyasa değerinin doğru tespitinde veya konsolidasyonlar gibi şirketleri ilgilendiren birçok konuda şirketlerin marka değerlerinin net olarak muhasebeleştirilmesinin gerekliliği ortaya çıkmıştır.

Copyright of Journal of Academic Social Science Studies is the property of Journal of Academic Social Science Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of this research is to determine the perceptions of brand value by evaluating ethnic restaurants from a manager perspective. In the study in which qualitative research method was used, the data of the research were obtained by interview technique and the data obtained were analyzed through descriptive analysis. The research universe consists of ethnic restaurants operating in Istanbul. In this context, face to face interviews were held with 15 different ethnic restaurant managers in Istanbul. As a result of the research, it is determined that ethnic restaurants focus on business advertisements to increase brand value and follow strategies such as special day promotions and taking part in social responsibility projects in order to increase the impact of brand image on customers. In addition, it was concluded that managers take care to keep the perceived brand and quality standards at the same level for the sustainability of customers' loyalty to the brand. [ABSTRACT FROM AUTHOR]

In a competitive environment, the desire of businesses to earn huge profits with little expense leads businesses to gain strong brands. The products or services offered by businesses with strong brands to the market are preferred by consumers, even if they are expensive compared to other products or services that have the same or similar characteristics in many ways. One of the main challenges of the marketing world is to create emotions in consumers in different segments and turn this emotion into purchasing. Brand equity; It is the most valuable fundamental building block that makes a brand strong. The marketing world, which focuses on brand equity, has provided a new approach to marketing since the late 1990s. One of these marketing concepts is relationship marketing, the subject of the study. Relationship marketing includes a perspective of consumer-based brand equity. In the study, it is aimed to find out the relationship between the values of brands using relationship marketing applications that appeal to the branded national and international market in the furniture sector and to reveal what the results are. In this context, in this study, the relationships between relationship marketing and consumerbased brand equity for certain brands operating in the furniture industry are analyzed with the structural equation modeling approach. The study is conducted with 639 participants. In the analysis of the study; the structural equation modeling method is used. The findings of the study show that when international furniture brands strengthen their relationship marketing practices and dimensions, they increase consumer-based brand equities. Among the relationship marketing dimensions, respectively; It has been concluded that trust, loyalty, and communication have an effect on consumer-based brand equities, whereas shared value and empathy, also among the relationship marketing dimensions, have no effect on consumer-based brand equity dimensions. This work is important in terms of eliminating the lack of relationship marketing and consumer-based brand equity issues in the literature and supporting those who want to work on this issue later. [ABSTRACT FROM AUTHOR]

Copyright of Uluslararasi Ekonomi ve Yenilik Dergisi is the property of Karadeniz Technical University, Depertmant of Economics and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Iş, Güç: The Journal of Industrial Relations & Human Resources is the property of Is, Guc: The Journal of Industrial Relations & Human Resources and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In this study, change is brand value and financial performance of Turkish deposit banks are examined comparatively. The data consists of brand values and financial variables of banks for the period 2012-2018. The brand performance of banks is determined based on brand values. On the other hand, Entropy weighting and TOPSIS multi-criteria decision-making methods were used to determine the financial performance of banks. In the empirical analysis, it was observed that changes in the brand value of banks and changes in financial performance have different results. The fact that the relationship between the average brand value change of 6 banks and the average TOPSIS performance change is in the same direction can be said to mean that the brand value changes for these banks are reflected in financial performance. However, the fact that the relationship between the average brand value change of 4 banks and the average TOPSIS performance change is in the opposite direction can be interpreted as the brand value changes do not affect financial performance for these banks. [ABSTRACT FROM AUTHOR]

Copyright of Istanbul Commerce University Journal of Social Sciences / İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi is the property of Istanbul Commerce University Journal of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Istanbul Commerce University Journal of Social Sciences / İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi is the property of Istanbul Commerce University Journal of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The main purpose of this study is to determine the effect of e-retail service quality perception on brand equity. Trendyol.com e-retail web site is selected for the study. Data is collected by questionnaire and random sampling method. 322 Trendyol. com customers were reached. Primarily, findings related to the socio-demographic characteristics of the customers were included. Then, it has been examined whether socio-demographic characteristics differed in terms of both e-retail service quality perception and brand equity. Finally, regression analysis has been used to examine the impact of e-retail service quality perception on brand equity. As a result of the research, the service quality of Trendyol.com e-retail web site has an impact on brand equity of Trendyol.com. It has been determined that e-retail service quality perception has a 44.3% change effect on brand equity. In addition, some suggestions were made according to the results of the research. [ABSTRACT FROM AUTHOR]

In recent years, consumers become very interested in how others see themselves, they have changed their shopping habits according to the pleasures and preferences of others rather than their own pleasures and preferences. Depending on this the value of the product to the consumer; consumer's brand attitude varies according to the opinions and preferences of others. Therefore; in this study, the effect of social comparison on brand attitude was investigated by using survey technique. The perceptions of consumers (functional and symbolic) on brand attitude were measured by establishing four different scenarios including downward and upward comparison. In this context, data obtained from 1014 consumers who responded to the scenarios were analyzed by using SPSS statistical program. As a result of the analysis; while the upward comparison of consumers' attitudes towards brands change positively; in the downward comparison, brand attitudes change negatively. So consumers' attitude to brands will be more positive if the brands are used by successful people. [ABSTRACT FROM AUTHOR]

Copyright of Istanbul Commerce University Journal of Social Sciences / İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi is the property of Istanbul Commerce University Journal of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Marmara University Social Sciences Institute / Öneri is the property of Marmara University, Institute of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of OPUS - International Journal of Society Researches is the property of OPUS - International Journal of Society Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In this study, the recognition of brand value created within the company is examined. Many studies in the literature have examined the reasons why it is not possible to recognition for the brand value. However, in this study, brand value is discussed from a different perspective and with all its components. This study reveals the concept of brand equity as the main reason for not reporting the value of a brand on the balance sheet. In the study, the characteristics of brand value and brand equity are explained in detail and it is revealed that the brand equivalence concept is not reportable on the balance sheet due to its features. [ABSTRACT FROM AUTHOR]

Copyright of OPUS - International Journal of Society Researches is the property of OPUS - International Journal of Society Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)