Alper Ozer
Ankara University, Business Administration, Faculty Member
Özet Çalışmada parasal ve parasal olmayan satış tutundurma faaliyet-lerinin marka değeri ve marka değeri bileşenlerine nasıl bir etkide bu-lunduğu ve fırsat yatkınlığı, uyum ve ürün-satış tutundurma faaliye-tinin niteliği... more
Özet Çalışmada parasal ve parasal olmayan satış tutundurma faaliyet-lerinin marka değeri ve marka değeri bileşenlerine nasıl bir etkide bu-lunduğu ve fırsat yatkınlığı, uyum ve ürün-satış tutundurma faaliye-tinin niteliği (hedonik-faydacı) değişkenlerinin (düzenleyici değişken) bu ilişkiyi nasıl etkilediği araştırılmıştır. Ankara'da yaşayan tüketicilere uygulanan 500 anket ile veriler toplanmış ve bu verilerin analizi ile araştırma sonuçlarına ulaşılmıştır. Araştırma bulgularına göre parasal ve parasal olmayan satış tutundurma faaliyetleri, marka değerine katkı sağlamaktadır. Ayrıca satış tutundurma faaliyetlerinin performansına etki edip etmediği araştırılan değişkenlerin satış tutundurma ve marka
This study aims to assess the effects of optimism and self-efficacy on entrepreneurs who intend to reform their market. Drawing on cognitive and institutional theory, the factors of optimism and self-efficacy were selected to better... more
This study aims to assess the effects of optimism and self-efficacy on entrepreneurs who intend to reform their market. Drawing on cognitive and institutional theory, the factors of optimism and self-efficacy were selected to better understand the association between entrepreneurial cognition and opportunity creation. This is a qualitative, multicase study where six Turkish entrepreneurial firms in the process of reforming and redefining their markets through new value creation, were selected on the basis of purpose sampling. While both optimism and self-efficacy significantly motivated entrepreneurs to create new value propositions, the effects of these factors varied across cases. In the sampling, all firms associated value creation with innovation. Moreover, firms tended to use infor-mal/formal networks to create new value propositions and change current legitimacy. Only limited studies have reported on the effects of institutional environments and cog-nitive structure of entrepreneurs on value creation, particularly within emerging markets. Moreover, the concept of value creation, which involves redefining and reshaping the present market, is not recognized within either cognitive or institutional theory. Optimism and self-efficacy have previously been considered as independent concepts in the literature. However, in the current study, the two concepts are interrelated, thus contributing to the literature of entrepreneurship.
In general, it could be said that bats are blind but they have high quality senses of smelling and hearing to survive. Similarly, entrepreneurs can look at the business world with different eyes to survive. This affects their cognitive... more
In general, it could be said that bats are blind but they have high quality senses of smelling and hearing to survive. Similarly, entrepreneurs can look at the business world with different eyes to survive. This affects their cognitive biases in risk perception. The aim of this study was to analyze how entrepre-neurs' cognitive biases affect their opportunity exploitation and risk perception. In this study, we evaluated self-efficacy, locus of control, overconfidence and optimism as dimensions of cognition. Independently of our purpose, results also show entrepreneurs have social capital, such as experience and prior knowledge, which forms their cognitive biases and leads them to perceive less risk when evaluating a new venture idea.
Internet has been reported as one of the most important place that patients with SCI share their experiences. The literature suggests that patients having SCI have some online experiences on web as helpful during their remaining lives.... more
Internet has been reported as one of the most important
place that patients with SCI share their experiences. The
literature suggests that patients having SCI have some
online experiences on web as helpful during their
remaining lives. However, there are only a few studies
about the communication of Turkish patients of spinal cord
injury (SCI). This exploratory, qualitative netnographic
study was aimed to reveal the experiences of a virtual
community comprised patients with SCI. While
netnographic analysis offers a potentially suitable approach
for various virtual communities, this study applied a
netnography approach and was based on data from a SCI
community. The results of this study indicated that six
main forums that the patients can mainly involve in the
forums and suggested the need for changes of virtual
community perception and group interaction experiences.
It is also found that interest in the medical news relating to
the hope of recovery was the most important factor
place that patients with SCI share their experiences. The
literature suggests that patients having SCI have some
online experiences on web as helpful during their
remaining lives. However, there are only a few studies
about the communication of Turkish patients of spinal cord
injury (SCI). This exploratory, qualitative netnographic
study was aimed to reveal the experiences of a virtual
community comprised patients with SCI. While
netnographic analysis offers a potentially suitable approach
for various virtual communities, this study applied a
netnography approach and was based on data from a SCI
community. The results of this study indicated that six
main forums that the patients can mainly involve in the
forums and suggested the need for changes of virtual
community perception and group interaction experiences.
It is also found that interest in the medical news relating to
the hope of recovery was the most important factor
Information technology (IT) has an increasing importance and development in business life. Importance of IT arises because the businesses have tendencies to reach their customers through mobile services lately (Shin and Kim, 2008). These... more
Information technology (IT) has an increasing importance and development in business life. Importance of IT arises because the businesses have tendencies to reach their customers through mobile services lately (Shin and Kim, 2008). These developments require the companies to have developed systems in order to reach their goals. Developments in wireless communication technology with the support of internet increased the level of mobile commerce as an important tool for the companies. This study determines the dimensions of mobile service quality and their effect on customer satisfaction. In this study, we determine the dimensions of mobile service quality and their effect on satisfaction and intention to use. We also examine how compatibility of mobile devices, such as mobile phones, directly and indirectly influences satisfaction.
As a new social movement, consumer boycott can be simply defined as not to make a purchase decision from a company because the consumers are negatively reactive due to company applications or the original country's administrations. As... more
As a new social movement, consumer boycott can be simply defined as not to make a purchase decision from a company because the consumers are negatively reactive due to company applications or the original country's administrations. As consumers are more reactive against to companies than before, number of studies about consumer boycotts is increased in business and marketing literature. Ethnocentrism,
Research Interests:
HÜ ktisadi ve dari Bilimler Fakültesi Dergisi, Cilt 29, Sayı 2, 2011, s. 145-174 MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ Alper ÖZER∗ Öz Sponsorluk son yıllarda artan bir şekle... more
HÜ ktisadi ve dari Bilimler Fakültesi Dergisi, Cilt 29, Sayı 2, 2011, s. 145-174 MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ Alper ÖZER∗ Öz Sponsorluk son yıllarda artan bir şekle işletmelerin tüketicilerle ...
Research Interests:
... M etin ARG AN∗ H . K emal SU H ER∗∗ Alper Ö Z ER ... bir bağlantı yaratması, dil ve kültürden kaynaklan engelleri aşabil-mesi, geniş hedef kitleleri çekebilmesi, yasal engelleri aşabilmesi, seçilmiş pazar bölümle-rini hedefleyebilmesi... more
... M etin ARG AN∗ H . K emal SU H ER∗∗ Alper Ö Z ER ... bir bağlantı yaratması, dil ve kültürden kaynaklan engelleri aşabil-mesi, geniş hedef kitleleri çekebilmesi, yasal engelleri aşabilmesi, seçilmiş pazar bölümle-rini hedefleyebilmesi şeklinde sıralanabilir(Yılmaz, 2006: 220). ...
... S3: Ortak iş yaptığımız işletmelerle bilgi birikimini ve uzmanlıklarımızı birleştirmekte başarılıyız. ... etmek için nitelikli elemanlar gerekli S9: Müşterilerin istek ve ihtiyaçlarını anlamak ve onları tatmin etmek için iyi bir... more
... S3: Ortak iş yaptığımız işletmelerle bilgi birikimini ve uzmanlıklarımızı birleştirmekte başarılıyız. ... etmek için nitelikli elemanlar gerekli S9: Müşterilerin istek ve ihtiyaçlarını anlamak ve onları tatmin etmek için iyi bir teknolojik alt yapı gerekli Karma Pazarlama Stratejisi S10: Başarı ...
Research Interests:
Merchandising the licensed sport team merchandises in sport industry is one of the most common and developing issues. Amount for merchandising licensed sport merchandises is explained with billions of dollars recently. Thus, this makes... more
Merchandising the licensed sport team merchandises in sport industry is one of the most common and developing issues. Amount for merchandising licensed sport merchandises is explained with billions of dollars recently. Thus, this makes licensing is an effective way to create ...