Most literature focuses on the branding in the profit sector, while few efforts have been spent on studies in the nonprofit sector which has been in the rise in the last decades and constitutes a remarkable percentage of the economy in many developed countries. Nonprofit organizations are in essence a kind of an indicator of how developed a country is, so it might be accepted that in underdeveloped countries and developing countries they are not well established yet, so analyzing the well established nonprofit organizations will also usher the ones which are at still birth age. An issue which should be analyzed about nonprofit organizations is the application of a significant marketing concept of brand orientation. The proposed research aims to highlight the importance of branding and brand orientation for nonprofit organizations and to bring to surface the antecedents and the outcomes of being brand oriented in nonprofit sector. A comprehensive literature review was done and a conceptual model is proposed in this literature review.

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The role of marketing during the economic recession becomes more significant than usual times. It is necessary to understand how firms should adjust their marketing strategies to handle with recessions. Although recessions have been studied primarily in finance and economics, there is a void in marketing literature about it. Recessions have significant effects on consumer behaviors and substantial impacts on firms, and these affect particular socio-demographic strata and business segments in different ways. The effects of recessions need to be examined both to cope with the ensuing problems and to get ready for prospective recessions. This exploratory research paper examines the changing marketing practices, marketing opportunities, and strategies of Turkish firms that were employed to respond to 2008 global economic crises, which caused recession in many economies. It was observed that adjustments are needed in marketing strategies and activities during economic recessions to benefit from arising opportunities and keep away from arising threats.

Many researches in the literature highlight the risk reducing function of brands due to additional associations they embrace. Being a global brand, a product conveys additional associations which have the potential to hinder risk perceptions of consumers in general. This paper examines the global brands' risk reducing impact on Turkish consumers regarding global computer brands. It is suggested in this paper that global computer brands convey some additional associations which increase the brand equity, thus providing competitive advantage over local ones. An empirical research was conducted to test the hypotheses and some analytical techniques were utilized to test the proposed hypotheses. The results reveal that Turkish consumers consider global computer brands as strong in terms of after sales service and quality. However, global computer brands do not differentiate from global brands in terms of handling customer complaints.

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