B. Zafer Erdogan

B. Zafer Erdogan
Anadolu University · Department of Marketing

Professor

About

52
Publications
87,038
Reads
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2,854
Citations
Introduction
B. Zafer Erdogan currently works at the Department of Marketing, Anadolu University. B. Zafer does research in Marketing, Advertising and Business Administration.
Additional affiliations
August 2010 - present
Anadolu University
Position
  • Professor (Full)
September 1999 - August 2000
University of Strathclyde
Position
  • Lecturer

Publications

Publications (52)
Chapter
Full-text available
Bu çalışmada Sürdürülebilir Kalkınma Amaçları’nın (SKA) 4. olan eğitimde sürdürülebilirliği sağlamak amacına Açık ve Uzaktan Öğrenme (AUÖ) uygulamalarının eğitimde eşitlik, adalet, hakkaniyet ve demokrasi gibi temel değerler bağlamında nasıl desteklediği tartışılmıştır. Eğitimde açıklık felsefesinin ekosistem düşüncesini nasıl beslediği ele alınmış...
Article
Background Social marketing has been used in Asia to combat various social issues (Deshpande & Lee (2013). However, our understanding of social marketing awareness, adaptation, and achievement in Asian countries is limited. The focus of the Article An historical overview of social marketing developments in Asia. Importance to the Social Marketing...
Article
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The purpose of the study is to investigate the role of a country's image as a mediator between cuisine image and intention to visit a country. Data were collected using online and face‐to‐face surveys from 445 participants experiencing Turkish cuisine in the United Kingdom. The results show that the general cuisine image affects overall country ima...
Article
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This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt’s study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same ques...
Conference Paper
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According to the theory of Psychological Reactance, an-ti-tobacco warning messages are perceived as a threat to individual's freedom to choose among behavioral alternatives which may elicit resistance to desirable beha-vioural change. Similar to the previous studies, we have investigated the psychological effects of text-only; graphic and text toge...
Article
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This paper proposes to examine the effects of consumers' construal levels on their purchase decisions based on Construal Level Theory. Accordingly, the construal level of individuals was operationalized through trait-based and state-based approaches. Across two 2 (high construal level high vs. low construal level) X 2 (abstract ad content vs. concr...
Article
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Ads making use of sexual appeals have the potential to attract attention, but they also run the risk of offending viewers. In this paper, two studies were performed to explore consumers’ third-person perceptions of sexual appeals in advertising for hedonic and utilitarian products. This research examined whether the third-person perception mediates...
Conference Paper
Full-text available
The aim of this paper is to test the effect of the ethnocentrism on country image and product image. Besides, it aims to determine from which one of these variables product or country image is the moderator for ethnocentrism. Ethnocentrism known to have negative effects on the country and product image. Therefore, it is important to determine the v...
Article
Full-text available
This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt’s study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same ques...
Article
Full-text available
The objectives of this study are (a) to examine the impact of religion on consumers' perceptions of controversial advertising, on their perceptions of the protective and restrictive social effects of controversial advertising regulations, and on their perceptions of the restrictiveness of the regulations; and (b) to determine the moderating effect...
Article
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This study aims to explore antecedents and the measurement of customer brand loyalty in the Turkish GSM (Global System for Mobile Communications) sector, considering commitment as attitudinal loyalty leading to behavioural loyalty. Triangulation is chosen as a method of inquiry. A conceptual model was developed. The model's validity was initially a...
Article
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Musteri odakli bir yaklasim olan iliskisel pazarlamanin yararlarinin arttirilmasinda bilgi teknolojilerinin kullanilmasi onemli bir unsur olarak gorulmeye baslanmis ve birbirinden farkli yeni stratejilerin gelismesinde de etkili olmustur. Bu stratejilerden birisi de iliskisel pazarlamanin uygulamasinda bir arac olan baglamsal pazarlama stratejisidi...
Chapter
Full-text available
This chapter will explore the following objectives: Examine the structure of virtual communities in the virtual environment Identify the effects of virtual communities on marketing communications (hereafter “marcoms”), social interaction, and brand equity Illustrate components of consumer-based brand equity Examine marcoms and social interaction th...
Article
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Purpose The purpose of this paper is to investigate the attitudes of consumers with materialistic tendencies and religious values towards Cause-Related Marketing (CRM) activities. Design/methodology/approach This is an empirical study that reports findings from a questionnaire survey developed from an extensive literature review. A model was constr...
Article
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Violent images are often used in advertisements to gain attention and sell products, resulting in complaints to regulatory bodies and concern regarding the effects of these potentially offensive advertisements on society. This paper presents the results of a survey of 930 university students from six countries to determine which personal and attitu...
Article
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As in all disciplines of social sciences, it is not possible to exclude social and cultural context of different perspectives in marketing science, also. All branches of social science are influenced from social and cultural context while they present their hypothesis, definitions and concepts. For today’s marketing literature it is important to di...
Article
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Bu çalışmada, pazarlamanın iktisadi temelleri ekonomik insan yakla- şımından sosyo-ekonomik insan yaklaşımına doğru yaşanan teorik de- ğişim süreci paralelinde irdelenerek pazarlamanın iktisadi temelleri kapsamında iktisat biliminden pazarlamaya doğru bazı çıkarımlar elde edilmiştir. Ayrıca pazarlamanın bilimsel meşruiyet kazanma sürecinde iktisat...
Article
Full-text available
Akademik yazında uzun bir dönemi kapsamamakla birlikte uygulamada insanlık tarihine kadar uzanan bir geçmişe sahip olan pazarlama disiplini teorik temellerinin incelenmesi, teorideki değişimin ve farklı bakış açılarının izlenmesinde bir dayanak oluşturmaktadır. Bu bağlamda literatürde son otuz yılda pazarlama teorisinin sistemli bir şekilde çalışıl...
Article
Full-text available
Purpose – The purpose of this paper is to determine the relationship between consumer ethnocentrism and product attitudes, including country of origin, and to investigate whether ethnocentric tendencies and product attitudes vary by demographic variables. Design/methodology/approach – Data for the study were collected through a face-to-face survey...
Article
Full-text available
This research explores how an advertising agency selects a celebrity endorser. The study was conducted in two phases: in-depth interviews that helped the researchers have a greater understanding of the underlying process and a survey mailed to advertising agencies to better examine the steps of the model and test various hypotheses. A normative mod...
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Article
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A celebrity endorser can be an effective means of promoting a brand due to the positive meanings that can be shared between the brand and the endorser. However, negative associations toward the brand can also be made if the celebrity breaks the law, or misbehaves in some other way. Death and disgrace insurance is a way in which sponsoring companies...
Article
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The paper discusses the rationale for the international celebrity endorsement strategy and proposes a formal definition of 'celebrity endorsement' before reporting the findings of a formal, large-scale research study. This consisted of exploratory interviews with 12 managers in top-ranking British advertising agencies, followed by a postal question...
Article
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The importance of media selection based on media consumption habits has increased over the past two decades, with rising media placement costs coupled with expanding media options leading to fragmented target segments. Media planners spend valuable resources to understand their consumers' relationships with media, but such information is hard to co...
Article
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Purpose – The purpose of this paper is to determine attitudes towards the advertising of certain controversial products/services and reasons for being offensive across four different countries, Malaysia, New Zealand, Turkey and the UK. Design/methodology/approach – This was achieved by analyzing the responses to a questionnaire that was distribute...
Article
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Nowadays, since knowledge has become both the most important strategic re- source and production factor, it is one of the critical success factors of strategy formulati- on. In order to reach their objectives, companies need to manage knowledge successfully. The companies, which manage knowledge systematically and create added-value from knowledge,...
Article
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In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393...
Article
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This study reports findings about British advertising agency managers’ response patterns to a mail survey and four follow-up techniques (original, photocopy, postcard and letter), which were manipulated to determine their individual impact on response rate. Findings should provide original insights to mail survey researchers planning to sample adve...
Article
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This article reports findings from a mail survey and field experiment that manipulated four follow-up techniques. Three hundred and twenty-eight non-respondents of a mail survey were systematically assigned (every fourth one) to four follow-up techniques: Original Replacement Follow-up (ORF); Photocopy Replacement Follow-up (PRF); Postcard Follow-u...
Article
Full-text available
This article reports findings from a mail survey and field experiment that manipulated four follow-up techniques. Three hundred and twenty-eight non-respondents of a mail survey were systematically assigned (every fourth one) to four follow-up techniques: Original Replacement Follow-up (ORF); Photocopy Replacement Follow-up (PRF); Postcard Follow-u...
Article
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Although a number of scholars have investigated effective celebrity endorser characteristics with consumer samples using experimental methods, there is only one study by Miciak and Shanklin (1994) that explored the point of view of practitioners who are responsible for the selection of celebrities. This paper investigates British advertising agency...
Article
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A trend in images and messages that eventually cause offence was noted among significant international advertisers, accompanied by a steady increase in formal complaints over a 6-year period in the UK. Though the numbers are at present small, reanalysis of large-scale industry research reports suggested they are the tip of an iceberg consisting of...
Article
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This paper presents the findings of a survey of UK marketing academics undertaken in 1998/1999. In part it is a follow-up to a survey undertaken by Diamantopoulos, Schlegelmilch and Neate-Stidson (1992) and, in part, a replication of a survey of members of the Academy of Marketing Science details of which are reported elsewhere in this Journal. Whi...
Article
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Use of celebrity endorsers has become a widely employed marketing communication strategy. One of the key issues of this strategy is to decide which celebrity to employ. Even though scholars, mostly US-based, have written about the celebrity endorsement strategy and effective endorser characteristics, so far no studies have explored how advertising...
Article
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It is argued, on the basis of first principles and a case example, that 'leakage' of advertising messages beyond the target audience can generate negative reactions when 'activists' in an accidentally addressed 'meta-audience' exert 'social pressure' on the advertiser's 'micro and macro-audiences', inflicting 'collateral damage' on the advertiser i...
Article
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Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a t...
Article
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Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a somewhat “Cinderella” subject. In the heightened and increasing consumer-oriented marketing communications world of the 1990s, this paper asks whether these two marketing communications methods exist in an uneasy alliance or strateg...
Article
Companies, which manage knowledge systematically and create added-value from knowledge will gain competitive advantage and resist the competition. There are some factors affecting effective and the successful use of knowledge management - obtaining, keeping, sharing and using knowledge - in companies. Researchers have classified those issues as 'so...

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Projects

Projects (3)
Project
We try to figure out the role of identification on the effectiveness of match-up hypothesis on celebrity endorsements. We will be utilise 2X2 experiments.
Project
Managing the introduction of a new journal launched in 2011 that is interdiciplinary and concerned with the contribution of business to the enhancement of human well-being.