Examines the motivation for and the benefits of a global brandingstrategy, and sets out a framework for its implementation. Discusses theinternational environmental circumstances…
Abstract
Examines the motivation for and the benefits of a global branding strategy, and sets out a framework for its implementation. Discusses the international environmental circumstances conducive to global branding, analyses the major functions and benefits of the strategy – advertising cost savings, rapid introduction of product innovation and improved identification and motivation of the workforce with the enterprise. Finally deals with the organizational conditions for global branding, such as strategic planning and controlling, organizational anchoring and marketing research. Draws on both English and German management literature.
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Hakan Yılmaz, Kemal Yıldırım and Mehmet Lutfi Hidayetoglu
This study aims to determine the effects of three different carrier system materials (laminated wooden beams, post-tensioned concrete beams and steel beams) used widely in…
Abstract
Purpose
This study aims to determine the effects of three different carrier system materials (laminated wooden beams, post-tensioned concrete beams and steel beams) used widely in interior spaces on the perceptual evaluations of respondents.
Design/methodology/approach
The large opening Olympic swimming pool space was chosen as the research environment. A total of 376 university graduates participated. After experiencing the 360-degree virtual images of the experimental spaces, a “spatial perception” questionnaire was applied to these respondents.
Findings
The spaces using the laminated wood beams in the carrier system were perceived as warmer, lighter, more attractive, more spacious, more informal, closer, more well-planned, freer, simpler, more peaceful, more exciting, and uncrowded compared to the spaces that used post-tensioned concrete beams and steel beams. The architect respondents made more negative perceptual evaluations for all the adjective pairs compared to the respondents in the other professional groups. Respondents who were males, and in the 26–35 years of age group, perceived more positively the physical environmental factors of the virtual swimming pools compared to females, and the 36 years of age or above age group.
Originality/value
The results set forth that the structural elements of buildings, such as ceilings, walls and furnishings, were not only systematic elements used in the formation of the structure, they were also important environmental factors in the perceptual evaluation of the space.
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Büşra Coşgun, Kemal Yıldırım and Mehmet Lutfi Hidayetoglu
This study aims to determine the effects of wall covering materials (wood, concrete and metal) used indoors on participants’ perceptual evaluations. The differences among…
Abstract
Purpose
This study aims to determine the effects of wall covering materials (wood, concrete and metal) used indoors on participants’ perceptual evaluations. The differences among participants’ perceptual evaluations regarding indoor physical environmental factors by occupation and gender were examined.
Design/methodology/approach
Cafes were selected as research environments. Virtual experimental spaces using three different wall covering materials were modelled and participants’ assessment of the physical environmental factors of these virtual spaces was measured through a detailed questionnaire.
Findings
Cafes using light-coloured wall covering materials were perceived more favourably than cafes using dark-coloured wall covering materials, and cafes with light-coloured wooden wall coverings were considered as a warmer material than cafes using concrete and metal. Participants who received design education (architect, interior architect) perceived physical environmental factors of cafes more negatively than those who did not receive design education (lawyer, economist, accountant, etc.). Male participants evaluated the physical environmental factors of cafes more positively than female participants for all adjective pairs. Except for two adjective pairs, no significant difference was found among the evaluations according to genders for the other adjective pairs.
Originality/value
This study revealed new results about customers’ choices of wall covering materials and offered designers new alternatives for materials that can be used in the design of cafes.