Consumption for a given value of produced goods and services can be defined as meeting the needs and wishes of people. Over the years, meaning have also been imputative to consumption is vary. Consumption is not only to dissipate the biological needs of the people, want a place in society, as it has done with people who want to be status has become an activity. Veblen argued that consumption can be conspicuous and coined the term of conspicuous consumption. Consumers who does conspicuous consumption, talking about products or services they use, can obtain social status, prestige and reputation, also can obtain benefit from products or services they use. The aim of this study is, to examine the impact of word of mouth marketing on conspicuous consumption. The sample of the study constitute 18 and older individuals living in the İstanbul. In this context, the study involved 407 consumers. The data obtained using SPSS Version 21 (Statiscial Packages for Social Science) program is suitable to the analysis.

As a result of technological improvements, consumer purchase decision process deviates from its traditional behaviors. Considering the traditional consumer behavior, process of product purchase decision begins with being exposed to a stimulus, to various phases, finally to decision phase. Technological changes enable consumers to have ready access to available rich information about all types of products immediately after being exposed to a stimulus. At this stage, a new concept Zero Moment of Truth (ZMOT) plays a crucial role that accompanies more information seeking activity prior to going to the store. In this study, theoretical and existing academic literature investigated with a prior similar research conducted in US and Asia to analyze the results across different demographic segments, and to compare ZMOT against other MOTs.

Tüketici -marka özdeşleşmesi çalışmalarının 2000'li yıllar içerisinde pazarlama literatüründe yoğunluk kazandığı görülmektedir. Tüketici -marka özdeşleşmesi, tüketicilerin kimliklerini ifade etmek için markaların sembolik anlamlarını kendilerine nasıl atfettiklerinin anlaşılması açısından büyük öneme sahiptir. Bu sembolik anlamlar benlik -marka arasındaki bağlantıları içerdiğinden tüketici -marka ilişkilerin anlaşılmasında oldukça önemlidir. Temelde sosyal kimlik teorisine dayanan tüketici -marka özdeşleşmesi, markaların tüketicilerin kendilerini sınıflandırılması için olanak sağladığı ve bu marka sınıflandırmalarının, marka kullanıcıları arasında olası farklılıklara yol açtığını varsaymaktadır. Çalışmanın temel amacı sosyal kimlik teorisi açısından tüketici -marka özdeşleşmesini incelemek, tüketici -marka özdeşleşmesi ve literatür araştırması sonucunda belirlenen öncüller arasındaki ilişkiyi analiz etmektir. Araştırma modelinde tüketici -marka özdeşleşmesi belirli unsurlar açısından incelenmiştir. Bu amaç doğrultusunda prestij, marka ayırt ediciliği, markanın sosyal faydası ve hatırlanabilir marka deneyimleri olarak belirlenen öncüllerin marka çekiciliği ve tüketici-marka özdeşleşmesi üzerindeki etkileri ortaya konmuştur. Ayrıca marka çekiciliği değişkeninin tüketici -marka özdeşleşmesi üzerindeki etkileri incelenmiştir.

The purpose of this research is to determine whether the pricing policies of Airline companies in Turkey have created a perception from the fairness perspectives of the customers and if these perception have led to a change in airline company brands or how it has affected the repurchasing intentions of the customers. The online questionnaire prepared to test the purpose of the study was adapted from 4 different scales and consists of 18 questions. The online questionnaire prepared to test the purpose of the study is adapted from 4 different scales and consists of 18 questions. Questionnaires were applied to 426 individuals who were selected to be representative of the main population by simple non-random sampling method, and 399 questionaires were analyzed. As a result of the analyzes, it was found that the perception of price fairness differed from the demographic variables according to marital status and age, and that perception of fairness in price offers differed according to age only. In addition, it was found that the price fairness perceptions and fairness perceptions of price offers had a significant effect on the intention to change the brand.

Kurumsal itibar ölçümünde kurumsal kişilik perspektifi ve işletme öğrencilerinin kurumsal kişilik algılamalarına yönelik bir araştırma Corporate personality perspective in corporate reputation management: a survey of corporate personality perception on business administration students