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The purpose of this paper is to examine the arousal of negative consumer emotions as a consequence of fast food consumption among individuals with restrained food consumption. Furthermore, a moderating effect of socio-cultural pressure to buffer these relationships is positioned for the first time.

The field study is completed with data collected through an online survey among 353 customers by employing a random sampling technique. The collected data are analyzed through confirmatory factor analysis procedures.

The hypotheses related to the effects of fast food consumption on body image guilt and shame, body image guilt on planning diet and shame, moderator role of socio-cultural, in terms of shame, are accepted.

A key limitation is data collected from individuals with restrained food consumption in Turkey which limits the generalizability of results to other countries and contexts.

The results call for paying attention to socio-cultural pressures that enhance shame.

The primary contribution of this paper lies in the fact that fast food consumption is scantly related to the arousal of negative consumer emotions. Furthermore, moderating effects of social pressures and Turkish context are also unique to this study.

The purpose of this paper is to examine bank brand equity from consumer perspectives by comparing the consumer‐based brand equity (CBBE) dimensions of local and global banks in Turkey. The paper determines if and how CBBE differs across three types of banks (state, private, and foreign).

Measurements of brand equity dimensions were drawn from the literature, which included brand awareness, perceived quality, brand image, brand association, organizational association, and brand loyalty. Data were collected from adult customers of three types of banks.

It was found that the overall CBBE, perceived quality, brand image/association, and brand loyalty were significantly higher for private banks than for state and foreign banks. Organizational association was the highest for state banks, followed by private banks, and the lowest for foreign banks. Foreign banks scored the lowest in perceived quality, brand loyalty, and the overall CBBE.

The results help foreign banks understand branding challenges/threats they may face from local banks in new markets. Such challenges might pertain to low levels of organizational associations and service quality perceived for foreign banks, as found in this study. The findings close the gap in the area of the brand equity theory that has not been adequately developed for the banking/financial industry.

The purpose of this paper is to examine performance outcomes of inter‐organizational trust in franchisor and franchisee relationships in the fast‐food industry in Turkey.

The survey was conducted in two major cities in Turkey: Ankara (the capital and second largest city in Turkey) and Eskisehir (a major city 200 kilometers to the West of Ankara). A total of 103 questionnaires were administered to franchisees located at shopping malls in both cities. A total of 87 usable questionnaires were received, yielding a response rate of 84 percent.

Trust is found to be positively related to cooperation and satisfaction, and negatively related to transaction costs. The duration of relationship is negatively related to transaction costs. Levels of trust, cooperation, satisfaction and transaction costs have not differed significantly on the basis of franchisor's origin or respondent's position.

This empirical study investigates only the perspective of franchisees in the dyadic relationship of franchisor‐franchisee in one industry (fast‐food) in two major cities of a country.

The study contributes significantly to an overall understanding of the function of trust for successful franchise channel relationships, and is the first study to address performance outcomes and trust issues in the fast‐food industry in Turkey.

The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry.

Data were collected from customers, managers, and contact personnel of three types of banks in Turkey – state, private, and foreign.

The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions.

The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities.

The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.