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This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.

We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.

We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.

This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.

Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions.

Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model.

Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect.

Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions.

This study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories.

The study reported here aims to determine the current status of Turkish clothing exporters in terms of organizational/attitudinal characteristics and marketing mix policies as well as to evaluate the problems, expectations and perceptions related to some situational aspects. Another main aim of this study is to determine the characteristics related to the export performance of the firms exporting to the EU. The results of the study give important insights into the strengths and weaknesses of the Turkish clothing exporters in EU markets. This study also presents findings, which give direction to the policies of the Turkish government, industrial associations and related public institutions for the Turkish textile and clothing industry, the sector of the Turkish economy that is most affected by the Customs Union.

The primary objective of this paper is to explore how the companies in Turkey plan, manage, carry out and improve their logistics processes and, thus, provide a preliminary analysis to explore the current status of logistics in Turkey. For this purpose, a structured‐disguised survey was conducted with the top 250 firms of Istanbul Chamber of Commerce. The aims were: to specify the organizational, financial and managerial significance of logistics activities; to articulate the sourcing/ purchasing feature, customer service and order processing, to understand the changes in the number of suppliers and customers and to identify the features of activities and tools aimed to improve the quality/productivity in these systems; and to investigate the impact of the general characteristics on the first and second subcriteria for each firm.

The purpose of this paper is to empirically explore how prior exchange relationships may impact a local firm's decision to participate in a supply chain international joint venture (SC‐IJV).

An exploratory study of the influence of prior working relationships using a sample of 32 US and European‐based SC‐IJVs. First, a cluster method was used to determine the two categories of local firms' motivation to form SC‐IJVs with foreign partners. Next, a discriminant analysis revealed the differences between the two categories in terms of the emphasis put on prior exchange relationships when forming SC‐IJVs.

Results confirm two major types of motivations for a local firm to participate in a SC‐IJV: exploration and exploitation. Moreover, the motivation types are varied in terms of the emphasis placed on a prior working relationship with the SC‐IJV partner. While exploitation‐oriented firms consulted a previous working relationship experience before forming a supply chain IJV, exploration‐oriented firms did not.

This study shows that Eastern European firms can be separated into two categories in terms of SC‐IJV goals: those focused on learning (exploration) and those focused on strategic behavior (exploitation). Second, the study shows that the firms favoring exploitation prefer a past working relationship with the potential partner, while those favoring exploration did not. The study is exploratory in nature, but provides a solid platform on which to base future research.

Purpose – The main aim of this chapter is to identify the factors that motivate outward Foreign Direct Investment (FDI) from Turkey to EU countries, looking into the problem at the firm level with a marketing focus, trying to understand whether or not there are any Turkey-specific prevailing marketing-related drivers.

Design/methodology/approach – With a distinction between developed and emerging/developing countries and their MNCs’ role in world trade and FDI, the literature review focuses on micro-view motives, particularly marketing-related ones, rather than macro-view motives which are mostly studied in the literature. Based on the literature review, the importance of Turkish MNCs and their increasing role in the world trade is briefly summarized.

Looking into the problem at the firm level with a marketing focus, a series of in-depth interviews with top executives were conducted as an exploratory study in order to explore and understand the role of marketing-related motives in Outward Foreign Direct Investment (OFDI) decisions of Turkish MNCs. For this purpose, 10 in-depth interviews with 13 top executives were conducted with tailor-made questionnaires.

Findings – The analysis of interviews revealed some different OFDI drivers and motivations for the Turkish MNCs compared to the factors mentioned in the literature, as well as iterating some common motives with the OFDI literature. Parallel to the FDI literature, it is observed that the Turkish MNCs mainly started their internationalization attempts by taking somewhat less risky and smaller steps.

As a result of qualitative research, the support is provided for the theoretical perspective that micro variables are more important than macro variables for Emerging Multinationals (EMNCs), particularly for Turkish MNCs; therefore, some Turkey-specific motives were also identified.

Originality/value of chapter – Although there is a consensus in recent literature on the most persistent group of motives influencing OFDI activities of EMNCs in developed countries, the underlying marketing-related objectives which are crucial to sustain competitive advantage have not been analysed and investigated sufficiently. This study is an attempt to fill this gap by identifying the most persistent marketing-related motives and give important insights about country-specific ones encouraging Turkish EMNCs to carry out OFDI in EU.

The aim of this study is to develop an applicable and detailed model for customer lifetime value (CLV) and to highlight the most important indicators relevant for a specific industry – namely the banking sector.

This study compares the results of the least square estimation (LSE) and artificial neural network (ANN) in order to select the best performing forecasting tool to predict the potential CLV. The performances of the models are compared by the hit ratio, which is calculated by grouping the customers as “top 20 per cent” and “bottom 80 per cent” profitable.

Due to its higher performance; LSE based linear regression model is selected. The results are found to be highly competitive compared with the previous studies. This study shows that, beside the indicators mostly used in the literature in measuring CLV, two additional groups, namely monetary value and risk of certain bank services, as well as product/service ownership-related indicators, are also significant factors.

Organisations in the banking sector have to persuade their customers to use certain routine risk-bearing transaction-based services. In addition, the product development strategy has a crucial role to increase the CLV of customers because some of the product-related variables directly increase the value of customers.

The proposed model predicts potential value of current customers rather than measuring current value considered in the majority of previous studies. It eliminates the limitations and drawbacks of the majority of models in the literature through simple and industry-specific method which is based on easily measurable and objective indicators.