Son yıllarda yaşanan teknolojik gelişmeler insanların hayatını derinden etkilemiştir. Özellikle bilgisayar ve internetin yaygınlaşması tüketici ve işletmeler bağlamında büyük değişiklikler yaratmıştır. Pazarlama ...

In today’s economy, it is getting harder for a business to attract new consumers and keep the existing customer base. Branding helps companies to be differentiated from others and create a sustainable competitive advantage ...

Human beings seek variety in different kinds of matters. It is seen that throughout the years of human evolution, there is not a static behavior rather a dynamic behavior is observed. From a consumer’s perspective, a similar ...

Tajfel’in geliştirdiği sosyal kimlik kuramı temel kavramlarından yola çıkarak mesleklerin, bireyler için zamanla içselleştirilerek bir sosyal kimlik haline geldiğini söylemek mümkündür. Bu çalışmada bir sosyal kimlik ...

Neuromarketing is a growing topic in marketing literature. Furthermore, businesses also started to use neuromarketing related results in their marketing decisions. Accordingly, it is crucial and relevant to make a research ...

Recently, companies need to be more responsive in order to meet the rapid changes considering both consumer preferences and managerial practices. From a marketing perspective, new product development is an important issue ...

Neuromarketing is a growing topic in marketing literature. Furthermore, businesses also started to use neuromarketing-related results in their marketing decisions. Accordingly, it is crucial and relevant to make a research ...

Best Western Hotels & Resorts (BW) introduced a new brand called "Vib". The first BW Vib Hotel opened as BW Vib Antalya in 2017. Despite Vib's brand concept, BW Vib Antalya is located outside of the city center of Antalya, ...

Globalization has led companies to expand into foreign markets. These multinational enterprises (MNEs) consider diverse factors when entering a foreign country. One of the important decisions the MNEs make is the entry ...

İnsanların gelişime olan motivasyonu neticesinde, geçmişte var olmasının imkansız olarak düşünüldüğü birçok olgu ortaya çıkmıştır. Bu tarz gelişimler arasında teknolojide yaşanan ilerlemeler çağımızın önemli dönüm noktalarını ...