Yazar "Arikan, E." seçeneğine göre listele

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    Engagement with online customers in emerging economies: The power of online brand communities and social networking sites [2-s2.0-85041580399]
    (IGI Global, 2018) Arikan, E.
    In today’s highly dynamic business environment, firms are increasingly seeking customer participation and engagement with their brands. Thus, the role that customer engagement plays in the co-creation of customer experience and value receives utmost attention from both academicians and practitioners and given the inherent characteristics of services, extending firm-customer relationships through customer engagement is especially critical for service firms. However, there still remains a gap in the literature in terms of how customers engage with services online. Drawing mainly on the service-dominant logic along with the relationship marketing and social exchange theories, this chapter addresses this research gap by providing a literature review in this area and examining the key drivers and outcomes of online customer engagement, particularly through online brand communities and social networking sites, so that customer engagement in such virtual environments can be promoted as a new opportunity to create enhanced value, especially in emerging economies. © 2018 by IGI Global. All rights reserved.
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    Enhancing consumer- brand relationships through luxury brand experiences
    (IGI Global, 2020) Arikan, E.
    The extant research highlights that the strength of consumer-brand relationships is very much shaped by consumers' experiences with brands. Given the inherent characteristics of luxury brands, it is no surprise that luxury consumers expect much more intense experiences, and thus the delivery of a superior brand experience is a necessity in the luxury market. Therefore, both marketing scholars and brand managers in the luxury market need to acknowledge the power of brand experiences as a way to strengthen consumer-brand relationships. However, despite the need for a deeper understanding of brand experience in the context of luxury brands, still much remains unknown regarding the factors that can be used to enhance brand experience. Building on this gap in the literature, this chapter investigates the relational outcomes of brand experience and subsequently discusses the various drivers that luxury brands can use to enhance luxury brand experience and thus develop stronger consumer-brand relationships. © 2021 by IGI Global. All rights reserved.
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    Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes
    (Springer, 2016) Arikan, E.; Kantur, D.; Maden, C.; Telci, E. E.
    In today's highly volatile environment, companies strive to leverage the perceptions of their multiple stakeholders more than ever before with the aim to build a sustainable competitive advantage. Accordingly, corporate social responsibility and corporate reputation concepts are of vital importance for both academicians and practitioners, concerning their potential impact on internal and external stakeholders. Recognizing the intensified significance of a multi-stakeholder perspective, the current study attempts to contribute to the literature through examining the mediating role of corporate reputation on the relationship between corporate social responsibility and various outcomes of customers, employees, and investors as the key stakeholders. Based on a reputational ranking of companies conducted by a national magazine since 2001, nine companies were selected from service and manufacturing industries and an online questionnaire was conducted to a multi-stakeholder sample consisting of customers, employees and investors. The results showed that corporate reputation fully mediates the relationship between corporate social responsibility and organizational commitment, employee satisfaction, investor loyalty, purchase intention, and intention to seek employment. On the other hand, there existed partial mediation on the relationship between corporate social responsibility and customer perceived value, customer satisfaction, customer loyalty, customer switching cost, customer commitment, turnover intention, intention to invest, and intention to spreadword-of-mouth. The results have important implications for practitioners who seek to manage their relationships with multiple stakeholders through their engagement in corporate social responsibility activities and efforts to enhance their companies' reputational status.