Elif Karaosmanoglu

Istanbul Technical University · Department of Management Engineering

This study focuses on the underlying mechanism that leads to co‐recovery behaviour and favourable co‐created value as response to a service failure. It argues that consumers’ ability to integrate their operant resources (e.g., knowledge and skills) to co‐recover from a service failure motivates them to express higher value co‐recovery in‐role behav...

This study focuses on the relationship between context visual complexity of an online retailing web site and consumers’ enjoyment. Built upon the S-O-R paradigm, it demonstrates that an e-retailer web site with low visual complexity is evaluated as more enjoyable than high visually complex one and processing fluency and perceived control are mediat...

Purpose With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than th...

Purpose By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers of an organisation (the other customer effect) may have an influence on corporate image and consumer‐company identification. This study aims to test a model integr...

This paper explores the under-researched area of how emerging market dynamics affect brands that take a sociopolitical stance. Our purpose is to gain a deeper understanding of brand activism in emerging markets and its impact on society and brands in the light of the Scandinavian Institutionalism Theory that deals with the changing meanings of idea...

Tüketiciler ve markalar arasındaki ilişkilerde yaşanan karşılıklı ihlalleri araştıran bu çalışma, tüketicilerin hangi durumsal koşullar altında markalara karşı dürüst olmayan davranış sergileme eğiliminde olduklarına odaklanmaktadır. Deneysel serim tasarımı ile değişkenler arasındaki nedenselliklerin araştırıldığı bu çalışmada marka tarafından kand...

Drawing on situational crisis communication theory (SCCT) and message framing, this study explores how companies evolved their communication and branding strategies during COVID-19 and the extent to which they diversified their communication channels in accordance with the circumstances of the global pandemic. Eleven in-depth interviews were carrie...

Agility in marketing necessitates adapting through continuous iterations between making sense of the market and marketing decisions. In order to understand what capabilities help organizations to be agile in marketing management requires a close focus on static, dynamic and especially adaptive marketing capabilities. Resource-based view, which argu...

Day (2011) proposes that Adaptive Marketing Capabilities (AMCs) are the most suited approach to marketing capabilities in volatile markets. However, as the complexities of markets increase over the years, new concepts have been discussed in marketing literature, one of which is Marketing Agility (MA). It is still open to discussion which approach i...

This article investigates consumer reactions (punishing behavior) regarding corporate brands that engage in various types of transgressions (mild vs. severe) through a scenario-based experiment. The study adopts a 2 × 2 factorial design that examines the moderating role of self-referencing on the relationship between brand transgression severity an...

urpose - Intense competition in today’s world has forced nonprofit organizations to dwell into marketing practices to get more share of the individuals’ donation budget in order to achieve their mission and objectives. The aim of this study is to understand how nonprofit organizations should frame their donation calls as part of their marketing str...

Do negative emotions always have negative outcomes for brands? May feeling of being fooled turn into a sympathy toward the brand? This study aims to investigate the relationship between consumers’ feelings of being fooled and their tendency to get revenge by cheating the brand (dishonest consumer behavior). It further argues that in order to compen...

This study focuses on the complexity of atmospheric cues in online retailing. It tries to answer how context visual complexity of an online retailing Web site affects enjoyment of consumers. Furthermore, it asks whether other intervening variables (i.e., processing fluency and perceived control, self-construal) affect the relationship between visua...

Bu çalışma, farklı önem derecelerindeki kurumsal marka etik ihlallerine karşı tüketicilerin bu markaları nasıl cezalandırdıklarını araştırmaktadır. Deneysel serim yöntemiyle oluşturulan ve senaryo bazlı, birbirini takip eden üç farklı çalışma yapılmıştır. Çalışma 1, tüketicilerin ağır marka ihlallerine hafif ihlallerden daha fazla tepki verip, mark...

This paper aims to describe the effects of market orientation and innovation orientation on the cooperation between R&D and marketing and new product performance. Another purpose of this study is to address the impact of environmental context on the cooperation between R&D and marketing. Specifically two aspects are measured: market changes and tec...

The study aims to investigate the effect of Regulatory Focus Theory on consumer attitudes toward the brand and repurchase intention after an online service recovery. A 2 (service recovery type: apology vs discount) x 2 (regulatory focus: prevention vs promotion) experimental design is used. The findings will reveal that prevention focused people ha...

Bu çalışmada Kurumsal Sosyal Sorumluluk (KSS) çalışmalarının motivasyonu ile etik kurumsal kimlik algısı arasındaki etkileşim ve bunun da tüketicilerin firmalara karşı gösterecekleri ekstra rol davranışı üzerindeki etkisi incelenmektedir. Senaryo temelli deneysel serim yöntemi benimsenerek incelenen bu çalışmada, bir firmanın KSS çalışmaları yürütü...

This study investigates the relationship between corporate social responsibility (CSR) motives and customer extra-role behavior in an emerging market context. It examines the moderating role of ethical corporate identity on this relationship in two replicated scenario-based experiments in two different contexts (i.e. high CSR fit vs. low CSR fit)....

İletişim kanalları, marka değerine katkı sağlayan önemli araçlardır. İçinde bulunduğumuz milenyumun önemli pazarlama iletişimi kanallarından olan websiteleri aracılığıyla, firmalar, tüketicilerle sürekli iletişimde olarak ürünlerin marka değerlerini sanal ortamda da arttırmaya çalışmaktadır. Bu noktadan yola çıkarak, çalışmada, websitesi kalitesini...

Since branding is a social construct as much as an economic construct (Fan 2005), brands are considered as a part of modern-day social customer’s life. Therefore, corporate brands and their unethical behavior are scrutinized more closely. The examples such as Apple’s labor violations while producing iPhone in China or Samsung’s infringing on severa...

Although attention to value co-creation increases, cumulative knowledge on the concept is still at descriptive level. “Fuzzy definitional problems” surrounding Service Dominant Logic (SDL) and value co-creation remain (Ballantyne et al., 2011, p. 203). Such multiplicity and vagueness of definitions have resulted in lack of a valid scale that measur...

The importance of marketing accountability and the integration between marketing and research and development (R&D) departments are accepted in various studies. This study offers a conceptual framework in order to demonstrate the antecedents and outcomes of integration between marketing and R&D departments. It specifically highlights the role of ma...

İletişim kanalları, marka değerine katkı ve tüketici davranışlarında değişim sağlayan önemli araçlardır. Bu kanallardan biri olan web siteleri, firmaların müşterilerle sürekli iletişimde olmalarını sağlayan yeni bir pazarlama mecrası olarak, firmaların marka değerlerini müşterilere iletmeye yardımcı olmaktadır. Firmalar interaktif bilgi sunarak, mü...

This paper highlights the role corporate identity plays in merger and acquisition activity and examines the advantages of a prior strategic alliance in the development of a new corporate identity post-merger. This paper considers whether a prior strategic alliance could be of benefit in developing and installing a new post-merger corporate identity...

This thesis aims to extend the current knowledge about corporate image formation process by developing a comprehensive model which incorporates corporate identity mix elements (i.e. symbolism, communication, and behaviour) and unplanned communication factors (i.e. interpersonal, intermediary and intrapersonal communication). By examining the propos...

This paper focuses on the importance of corporate identity mix and unplanned (uncontrolled) communication elements in corporate image formation. It aims to define the scope of the communicators of corporate identity in the consumers' context. It presents a literature review with highlights on corporate identity management and corporate communicatio...

Purpose This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views. Design/methodology/approach The information was gathered through 32 in‐depth interviews with managers from di...

The purpose of this paper is to provide an overview of the corporate identity concept. This investigation initially provides a brief review of the literature and clarification of the various components of the corporate identity concept. Then, through a series of in-depth interviews with 32 individuals from twenty different organisations in differen...

Since time constraint is a major concern in every aspect of customers’ lives, it becomes obligatory for marketers to take time issues into account in designing their marketing strategies. To date, the research on the time dimension of the service experience has covered the waiting time for the service and the antecedents of time perception. However...