Cem Duran

Istinye Universitesi · Department of Management Information Systems

Purpose- The main objective of this study is to understand the impact of Consumer Need for Uniqueness (CNfU) on purchasing behavior. This impact is examined from a Willingness to Pay (WTP) perspective and it is aimed to understand whether and how CNfU is related with creating a consumer surplus for the brands. Methodology- The paper uses survey-bas...

Social sciences such as economics and marketing has growing interest on consumer behavior and the underlying psychological factors. In particular, Consumer Need for Uniqueness (CNfU) receives notable attention from scholars. However, the literature lacks focus on how customization is related with CNfU. Moreover, Gen Z, the highest population of con...

ABSTRACT Purpose - Nowadays, customers expect from the brands to build customized and long-term relationships with them. Hence, it has become evident that managerial approaches like Customer Relationship Management are important, but not sufficient to understand and manage the relationships with customers. It has been well recognized that companies...

Problem Statement: The concepts of innovation and entrepreneurship must be understood and adopted to ensure such transformation in the university after ?Entrepreneurial and Innovative University Index? publication. The basic problem of this research is an analysis of how entrepreneurs define the concepts of innovation and entrepreneurship. Purpose...

This study was conducted to profile customers according to the level of satisfaction with the service attributes of maritime public transport provided by Seabus Service Company (SSC), the sole provider of maritime transport in Istanbul. Such analysis needs to be conducted by considering market segments in terms of maritime transportation usage and...