Irem Eren-Erdogmus, Ilker Akgun and Esin Arda
In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success…
Abstract
Purpose
In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.
Design/methodology/approach
This study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify the variables that combine to produce a positive or a negative attitude towards luxury brand extensions. The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), respectively).
Findings
The results show that perceived fit between the parent brand and extension is a necessary condition for a positive evaluation of both extension types. Other than perceived fit, hedonic and symbolic values and consumer involvement are proven to be necessary antecedent conditions for the evaluation of transfer extensions. This study also proposes several configurations for forming a positive attitude towards each brand extension type and makes implications for luxury managers and further research.
Originality/value
The results of the research are significant in several ways. First, this study adds to the extant literature by exploring a somehow neglected subject: luxury fashion brand extensions. The study tests a more holistic model than those of previous studies on luxury brand extensions and utilises two different extension contexts adapted from Aaker and Keller (1990). Second, this study is the first to apply fsQCA to identify the factors of luxury brand extension evaluations. fsQCA is highly applicable to large-scale data without the loss of detail or the potential for complexity.
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İrem Eren-Erdoğmuş and Taşkın Dirsehan
The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.
Abstract
Purpose
The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.
Design/methodology/approach
Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.
Findings
The results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.
Research limitations/implications
The main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.
Originality/value
This study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.
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Irem Eren‐Erdogmus, Emine Cobanoglu, Muge Yalcın and Pervez N. Ghauri
The purpose of this paper is to understand the internationalization process (IP) of retailing firms from emerging markets and to determine a new focus and/or modifications if…
Abstract
Purpose
The purpose of this paper is to understand the internationalization process (IP) of retailing firms from emerging markets and to determine a new focus and/or modifications if necessary in the established Western‐based theories.
Design/methodology/approach
The paper follows an exploratory approach utilizing qualitative multiple case studies. Data are collected through eight in‐depth interviews with senior managers of four Turkish retail firms in textile and ready‐to‐wear industry. An inductive approach is followed.
Findings
It is found that internal drivers, home and host country characteristics and matching have an impact on the IP of retail firms from emerging markets. A table is formed to compare and contrast IP in the context of developed country, emerging market, and Turkish retail firms. Also a model is proposed to understand the IP of Turkish retail firms.
Research limitations/implications
The proposed model of IP for Turkish retail firms provides an initial point for building theory in this quite new area of research.
Originality/value
This paper is among the first attempts to study the IP of Turkish retail firms, but it does not intend to claim generalizability to all emerging country firms.
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Abdullah Demirel and Irem Erdogmus
The purpose of this paper is to contribute understanding of sponsorship by examining the impacts of team attachment, perceived fit, perceived sincerity and sport team focussed…
Abstract
Purpose
The purpose of this paper is to contribute understanding of sponsorship by examining the impacts of team attachment, perceived fit, perceived sincerity and sport team focussed social media consumption on attitudes toward sponsor and intentions to purchase products of sponsor.
Design/methodology/approach
Data were collected through survey method. The questionnaires were completed by 310 fans in the arena before the beginning of a professional football game in Istanbul, Turkey. The hypothesized model was tested by using structural equation modeling.
Findings
The results reveal that sport consumers who see a fit between the sponsor and sport team are more likely to believe that the sponsor’s motives are sincere and sincerity perceptions, in turn, positively influence attitudes toward sponsor and intentions to purchase sponsor’s products. The research also provides empirical evidence for the direct impacts of perceived fit and fans’ usage of social media for receiving team-related information on purchase intentions.
Practical implications
Findings of the current study suggest that sponsor firms should communicate their sincere motives, their fit with the sponsored sport team and be present and active on social media accounts of the sport team in order to leverage their sponsorship.
Originality/value
This study showed that sport team focussed social media consumption has a positive influence on intentions to purchase products of sponsor in an emerging market setting, Turkey, which promises growth in sports market and sponsorship.
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İrem Erdoğmuş and Işıl Büdeyri‐Turan
In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This…
Abstract
Purpose
In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready‐to‐wear sector from the perspective of Generation Y consumers.
Design/methodology/approach
The research employs a structural equation modeling method based on data collected from 564 individuals born between 1977 and 1994. Turkey is chosen as the context of the study based on the fact that the ready‐to‐wear sector is one of the leading sectors in the country and about 30 percent of the population are Generation Y consumers.
Findings
The findings of the study reveal that perceived quality has a direct positive effect on brand loyalty, suggesting appearance and product quality perception are critical in the preferences of Generation Y consumers. Personality congruence and brand prestige, on the other hand, have an indirect positive effect on brand loyalty with the mediation of appearance and product quality.
Practical implications
The practitioners in the sector should devote special attention to appearance quality together with product quality, and construct a high quality and prestigious brand image with the personality traits of sincerity, competence, and excitement.
Originality/value
This study has contributions to branding, ready‐to‐wear, and Generation Y literature combining several important dimensions into a structural model, and examines the interrelationships among these dimensions as well as their effect on brand loyalty.
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Gizem Merve Karadag and Irem Eren Erdogmus
The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various…
Abstract
The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.
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İrem Eren Erdoğmuş, Muzaffer Bodur and Cengiz Yilmaz
This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product…
Abstract
Purpose
This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored.
Design/methodology/approach
The study develops a model based on the extant literature and tests its relevance through a survey of eligible managers in charge of international brand operations of 94 strategic business units in Turkey.
Findings
The empirical findings indicate that several factors exist as significant drivers of standardization decisions at various levels of brand management. Interestingly, even though firm characteristics and strategic resources were found to be the most critical drivers of brand performance, standardization versus adaptation approaches did not have any significant impact on strategic brand performance.
Originality/value
The study takes a standardization perspective to strategic brand management in international markets and tests it from the perspective of emerging markets.
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Taşkın Dirsehan and Meltem Çelik Dirsehan
In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies…
Abstract
In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies may reach their customers through multiple marketing channels. Moreover, business intelligence necessitates increasing data sources, strengthening the power of analysis tools, and developing knowledge to be used as a competitive advantage. On the other hand, today’s mostly digitized customers expect more than just commoditized products or services. Customer activation creates experiences that make them feel strong as agents perpetrating the structure (brand strategies) by taking an active role instead of being passive. In other terms, customers are in the main decision position to plan the structure. Thus, companies should design unique and memorable customer experiences through different channels in an integrated way, which is called omnichannel. Omnichannel customer experience management is possible by determining and coordinating customer touch points. In other terms, a melody should exist at these interaction points. This book aims to contribute to this advancement by first providing general reviews of the literature, then covering the pillars to design omnichannel customer experiences, and lastly providing technology-enhanced applications from several industries. This book aims also to provide fresh conceptual insights and thinking about the ways to design and develop omnichannel customer experiences.
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Zahir Irani, Muhammad Kamal, Cengiz Kahraman, Basar Oztaysi and Ozgur Kabak and Irem Ucal Sari