Tulay Girard

Tulay Girard
Penn State Altoona · Marketing

Ph.D.

About

38
Publications
79,702
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
1,185
Citations
Introduction
Her research focuses on product classes, retailer attributes, logo design, and testing, perceived risk, brand equity in banking, higher education, personal branding, and private-label branding. Some of the methods used include PLS-SEM with multi-group comparison, MICOM, and mediation effects.
Additional affiliations
August 2004 - present
Pennsylvania State University
Position
  • Professor of Marketing and Marketing Consultant

Publications

Publications (38)
Article
Full-text available
Prior research identifies the influential factors for patronage intentions as product classes, retailer attributes, and risk perceptions. The Internet's ability to offer easy information search, therefore to reduce certain types of risk for products mandates evaluation of a new product classification framework called Search, Experience, and Credenc...
Article
Full-text available
This study examines consumer-based brand equity of private-label branding and relative significance of its dimensions in creating a strong private-label brand. Based on brand equity theory and private-label branding research, a survey instrument was developed, scale measures were pretested, and the final purified survey was administered online to W...
Article
Full-text available
Purpose: In today’s complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of unique service characteristics, universities’ branding attempts may not always result in success. This paper, utilizing the concept of brand equity...
Article
Full-text available
Purpose – The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach – Data were collected from customers, managers, and contact personnel of three types...
Article
Full-text available
This research examines whether (1) consumers' shopping orientations are significantly related to their preference for shopping online, (2) consumers' demographic characteristics are significantly related to preference for shopping online, (3) relationships of shopping orientation and demographic variables with purchase preferences on the Internet w...
Article
Full-text available
Research on personal branding has recently gained momentum as various factors have gained importance in building personal branding. Higher education provides an environment where students build knowledge and skills to elevate their marketability. This study examines the student perceptions of the importance of various aspects that help them build t...
Article
Full-text available
This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a univ...
Article
Full-text available
Purpose This study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions from students’ perspectives and the underlying impact they have on building a robust university brand equity. It also tests whether student perceptions of the impor...
Article
Full-text available
Purpose In response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have...
Book
Full-text available
This book aims to provide a comprehensive and contemporary body of knowledge regarding private label brands. This book also provides an insight to the executors to help them in developing marketing strategies to make their private label brands more successful. The target audience of this book is composed of marketing professionals and researchers w...
Chapter
This chapter examines the CBBE of two different product category PLBs of the same retailer, holding the retailer constant. Specifically, the study presented examines and compares the CBBE and its underlying dimensions and their relationships for Walmart's Great Value (grocery, consumable household goods) and Equate (beauty, health, pharmacy) PLBs....
Article
Full-text available
As a result of faculty, student, and industry collaboration, a logo design project was initiated to serve the research, teaching, and service needs of the faculty, learning needs of the student, and the branding efforts of the company. The paper provides the description of the project and the implementation process that facilitated various learning...
Article
Full-text available
Purpose – The purpose of this paper is to present a review of an iPad application called iPocket Coach that can be used with a mobile device in business education. Design/methodology/approach – This paper discusses the educational benefits of this application for classroom use and develops a pedagogical exercise by which students can build interpe...
Article
Full-text available
This conceptual paper develops a model that determines whether: (1) brand/logo awareness; (2) prior consumer shopping experience with a retailer; (3) consumer sentiments of logos, and (4) consumer shopping intentions significantly and positively associated with the performance of the top 100 US retailers. The performance measurements include retail...
Article
Full-text available
This study examines the mission statements of the top 100 global retailers using the 7Ps of services marketing mix framework. The authors explain how this framework is used by the global retailers to communicate their missions with their stakeholders. The content analyzed results of the mission statements of the top 100 global are discussed. The st...
Article
Full-text available
Purpose– This study examines bank brand equity from consumer perspectives by comparing the consumer-based brand equity (CBBE) dimensions of local and global banks in Turkey. The study determines if and how CBBE differs across three types of banks (state, private, and foreign). Design/methodology/approach– Measurements of brand equity dimensions wer...
Article
Full-text available
The study examines the consumer-based brand equity (CBBE) of a private TV channel, Kanal B, in Turkey. Specifically, it investigates 1) which of the brand equity aspects the viewers' perceive that Kanal B performs well; 2) how the programs the viewers like differ based on the viewers' demographic characteristics, and what demographic characteristic...
Article
Full-text available
The purpose of this study is to examine the mission statements of the top 100 U.S. retailers based on the 7Ps of services marketing mix framework. The authors elaborate on how this essential concept is used by retailers in the retailing context and discuss the implications on their organizational performance. Specifically, the information that reta...
Article
Full-text available
The study examines whether consumer-based brand-equity (CBBE) significantly differs across three bank types—state, private, and foreign. The findings reveal that consumer perceived quality and brand loyalty are significantly higher for private banks than state and foreign banks. Perceived quality was positively correlated with brand loyalty. Custom...
Article
Full-text available
Purpose – In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand...
Article
Full-text available
This research advances the understanding of the usability of marketing case study modules in the area of interactive web-based technologies through the assignment of seven interactive case modules in a Principles of Marketing course. The case modules were provided for marketing students by the publisher, McGraw Hill Irwin, of the Marketing textbook...
Article
Full-text available
This study examines students' perceptions of how class presentations and peer-evaluations contribute to their learning and skill-building, and whether their perceptions significantly differ by gender. The data were collected from marketing students at two universities in the United States. This study found that students generally perceive that clas...
Article
Full-text available
This study investigates which of the online features of the top 250 global retailers' web sites significantly contribute to their retail sales as well as income/ loss. The web site features are analyzed and classified into product, place, promotion, price, company, and customer service categories. The top 250 global retailers were dichotomously cod...
Article
Full-text available
Today's global marketplace presents a variety of ethical dilemmas for multinational corporations. This ethical decision-making process becomes particularly challenging when the ethical standards in the company's home country are higher than those in host markets. One global ethical issue that has received significant attention in international rese...
Article
Full-text available
This study investigates the role of demographics, specifically gender, on susceptibility to three social influence types for certain products. Data were collected in two stages from business students at a large university. Analyses were performed at the construct and product levels. At the construct level, marital status and living situation were f...
Article
Purpose – This study aims to examine the potential effects of the gender similarity between the presenter and evaluator on the presentation evaluation scores obtained with an evaluation form. Design/methodology/approach – The data were collected from marketing students at two universities in the USA. A rubric and separate survey instrument were use...
Article
Full-text available
This paper describes a study in which 49 web site features of the top 100 U.S. retailers were analyzed and compared. These features were classified into six categories--product, distribution, promotion, price, company, and customer service. Each online feature was dichotomously coded based on whether or not it had been implemented on the web sites....
Article
Full-text available
This study investigates the impact of leadership strategies and their role in achieving organizational excellence and desired business performance of Turkish firms in the Aegean region. Managers of 200 randomly selected firms out of a list of 7200 firms in three major cities of the Aegean region in Turkey were interviewed using a survey instrument....
Article
Full-text available
Purpose – To investigate if consumer online patronage is influenced by product category and online store type. Design/methodology/approach – Building on the prior work in this area by the authors and other researchers the study collected data in two phases to investigate the study hypotheses. Findings – The study results suggest that consumers' onl...
Article
Full-text available
A Web-based Principles of Marketing case study module was developed over a two year period between marketing students and faculty and Instructional Design students, staff, and faculty. The module was tested with five sections of Principles of Marketing students to find out whether or not students perceive a difference in learning marketing concepts...
Article
Full-text available
Abstract The study reported here examined the influence of product classification (i.e., search, experience, and credence) on consumer preferences for shopping on the Internet, and the importance of Internet retailers' attributes. In addition, the authors investigated whether the emphasis consumers place on Internet retailer attributes significant...
Article
Full-text available
In recent years, the banking industry in every region and country has faced increased competitive pressures. These pressures have mainly resulted from the deep integration and globalization of financial markets, and the wider use of e-commerce to deliver services and create new products (Nellis, McCaffery, and Hutchinson, 2000). Banks in different...
Article
Typescript (Photocopy). Thesis (Ph. D.)--Florida Atlantic University, 2005. Bibliography: leaves 117-129.

Network

Cited By

Projects