Yazar "Isiksal, Didem Gamze" seçeneğine göre listele

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    Corporate brand transgression and punishing the transgressor: moderation of religious orientation
    (Emerald Group Publishing Ltd, 2018) Karaosmanoglu, Elif; Isiksal, Didem Gamze; Altinigne, Nesenur
    Purpose - With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/methodology/approach - This study adopts a 2 x 2 experimental design to manipulate corporate brand transgression levels (mild vs severe) and religiosity orientations (intrinsically religious vs extrinsically religious) on a convenience sample of 134 subjects who live in Turkey, a country where Islam shapes religious context. It uses a scenario technique and projective approach. Findings - While the main effect of corporate brand transgression on punishing behaviour does not appear in the analysis, religiosity's main effect on the latter does. Unexpectedly, extrinsically religious consumers punish corporate brand transgressors more than their intrinsically religious counterparts regardless of the transgression severity levels. Research limitation/implications - Although the study does not refer to any religion in particular, countries predominated by religions other than Islam may yield different consumer reactions. Future studies should focus on transgressions in such different settings. Practical implications - Corporate brand transgressors should immediately take up good causes to attract the attention of intrinsically religious consumers. Otherwise, for the sake of showing off, extrinsically religious people may punish the transgressor for its intentional mistakes, which may harm corporate brand associations. Originality/value - This study examines the link between religiosity and corporate branding. Unique in this way, it introduces religiosity as a valid contributor that can explain why some consumers do not punish corporate brand transgressors, especially in countries like Turkey where religiosity is intertwined with the developments in the liberal economy which led to the emergence of a new middle class.
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    CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity
    (Elsevier Science Inc, 2016) Karaosmanoglu, Elif; Altinigne, Nesenur; Isiksal, Didem Gamze
    This study investigates the relationship between corporate social responsibility (CSR) motives and customer extra-role behavior in an emerging market context. It examines the moderating role of ethical corporate identity on this relationship in two replicated scenario-based experiments in two different contexts (i.e. high CSR fit vs. low CSR fit). Both studies assess whether the attributions of consumers about a firm's CSR motivation (i.e. firm-serving vs. public serving) change their extra-role behavior (e.g. making suggestions related to product or service improvement, taking part in company surveys and activities, defending companies against negative reactions, making recommendations to others) toward that company if it expresses its ethical identity. Study I takes place in a company-locus/CSR initiative high-fit context; and Study II replicates it in a company-locus/CSR initiative low-fit context. The results demonstrate that regardless of the CSR fit contexts, CSR activities improve customer extra-role behavior with-in the firm-serving motivation condition when a company is known for its ethical stance before CSR activities. However, they are ineffective when a company's ethical visibility is implicit even in the public-serving motivation situation. These outcomes indicate that expressing a company's ethical standing prior to CSR activities would be a beneficial strategy for companies in emerging markets. (C) 2016 Elsevier Inc. All rights reserved.
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    How consumers' economic and psychological vulnerabilities impact their consumption regulation during crisis
    (Wiley, 2024) Karaosmanoglu, Elif; Okan, Mehmet; Isiksal, Didem Gamze; Altinigne, Nesenur; Demir, Ozge; Idemen, Elif
    This paper focuses on the economic and psychological vulnerabilities that are intensified due to the effects of the COVID-19 pandemic on individuals' health, education and living standards. The deteriorating mental and financial conditions of individuals, called psychological and economic vulnerability, have made an impact on consumers' consumption patterns and habits. This study has proposed that when consumer vulnerabilities increase, consumers will be more likely to express prosocial behaviours and assume higher social capital change that may influence their consumption regulations. The findings are based on a panel survey of 786 individuals via CATI in two waves of data collection in Turkiye (Wave I: 20 July-10 August 2020; Wave II: 20 November-10 December 2020). In Wave I, it is found that when individuals face economic and psychological vulnerability, their tendency to show prosocial behaviour is negatively affected. In Wave II, when the COVID-19 cases peaked, while economic vulnerability still leads to lower prosocial behaviour, psychological vulnerability gets reversed and results in higher prosocial behaviour. Interestingly, in both waves, when consumers perceive positive social capital change due to increased prosocial behaviour, they are less likely to show consumption regulation.