Zeynep Gurhan Canli

• Koc University

This research provides compelling evidence that consumer reactions toward symbolically incongruent brand behaviors depend on their level of self‐brand connection. It challenges the conventional belief that high self‐brand connection works as a protecting shield for brands and reveals that consumers with higher (vs. lower) self‐brand connection reac...

Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential con...

We demonstrate that individuals find appeals promoting inauthentic/replica experiences more persuasive when an advertisement emphasized value-expressive functions rather than utilitarian functions. We support our predictions by manipulating experiences, attitude functions, and advertisement appeals.

Research to date has explored the feeling (or fear) of missing out phenomenon from different temporal perspectives, as an instant feeling about missing out on current activities and as a retrospective feeling about missing out on past events. Combining the two research streams, we conceptualize and distinguish the two types of feelings of missing o...

A growing trend in tourism is the use of replica experiences. Yet, consumers' responses to replica (vs. genuine) touristic experiences are mostly overlooked in the literature. In this paper, we propose that consumers' perceptions of authenticity of the replica (vs. genuine) touristic experiences mediate their responses to these experiences. We defi...

We investigate a popular but underresearched concept, the fear of missing out (FOMO), on desirable experiences of which an individual is aware, but in which they do not partake. Through laboratory and field studies, we establish FOMO’s pervasiveness as a psychological phenomenon, present real-life contexts wherein FOMO may be experienced, and explo...

Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, culture, and globalization from a behavioral perspective by reviewing 129 articles published over 25 years. Specifically, they exp...

This chapter provides an extensive review of academic research on the culture and branding interface that has been conducted since 1990s. We present a structured analysis of the major findings on how the changing landscape of culture influences how brands are perceived, provide managerial insights, discuss conflicting issues in the literature, and...

The post 2015 agenda on sustainable development has emphasized the role of science, technology and innovation in promoting sustainable development (Chandran et al., Tech Monitor 14–19, 2015; Dosi and Freeman, in Dosi et al. (eds), Laboratory of economics and management (LEM), Sant’Anna School of Advanced Studies, Pisa 1988; Fagerberg et al., in Hal...

Today, we are more aware of the several alternative activities happening around us than ever before. We have access to real-time information about what is going on—events to see, places to visit, conversations to follow, gatherings to attend, etc. Especially through digital tools and social media, we are frequently reminded of the existing experien...

In this chapter, we review research dating from 1990s that addresses success factors of brand extensions. Our chapter is structured as follows. First, we provide a brief discussion on the meaning and advantages of brand extensions. Then, based on a review of extant literature, we identify three major psychological processes that underlie consumers’...

Keller’s (Journal of Marketing, 57(1), 1–22, 1993) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-pace...

Consumers all around the world live with regulations that are imposed on them. This article examines the effects of regulations that restrict consumer freedom to use media (e.g., social media, visual media, written media). We define two ways (i.e., direct and indirect regulatory restrictions) that these consumers might face regulations that restric...

Discretionary spending is an important indicator of economic well-being. However, prior research is limited in empirically testing who is more likely to make discretionary purchases. To address this research gap, this article suggests that those who have less clearly and confidently defined, internally consistent, and temporally stable self-knowled...

Extant research on cobranding does not examine when and why complementarity or similarity between cobranding partners can be more effective. This research examines consumers' reactions to cobranded partnerships that feature brands with either complementary or similar attribute levels, both of which are common in the marketplace. The results of six...

Purpose - We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship. Methodology/approach - We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result...

Purpose – Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Design/methodology/approach – The...

The modal scientific approach in consumer research is to deduce hypotheses from existing theory about relationships between theoretic constructs, test those relationships experimentally, and then show “process” evidence via moderation and mediation. This approach has its advantages, but other styles of research also have much to offer. We distingui...

Prior research has identified several factors that influence brand extension evaluations. Extending this research, the authors suggest that external, situational factors can have an important influence on brand extension evaluations. This research focuses on mating mind-sets (i.e., thinking about a mate), which consumers commonly experience. Specif...

Consumers spontaneously construct attributions for negative events such as product-harm crises. Base-rate information influences these attributions. The research findings suggest that for brands with positive prior beliefs, a high (vs. low) base rate of product-harm crises leads to less blame if the crisis is said to be similar to others in the ind...

Individuals tend to selectively rely on information consistent with their attitudes or decisions. In this research, we examine the possibility that regulatory focus influences selective information processing. We find that individuals selectively rely on information consistent with their regulatory orientation under high (vs. low) information load....

Based on theories of attribution and suspicion, three experiments highlight the mediating role of perceived sincerity of motives in determining the effectiveness of CSR activities. CSR activities improve a company's image when consumers attribute sincere motives, are ineffective when sincerity of motives is ambiguous, and hurt the company's image w...

This research examined how observers use corporate associations (e.g., environmental responsibility) in drawing inferences about a target consumers’ dispositions (e.g., whether the target person really cares about the environment). Respondents read a scenario describing a target consumer purchasing a certain brand of pens, whose maker had recently...

In two experiments, the authors show that corporate image associations with innovation and trustworthiness (but not social responsibility) influence product evaluations more when consumers perceive high (versus low) risk in the product purchase. Their findings extend previous research by identifying perceived risk as a moderator of the effects of c...

This research investigates the processes by which consumers evaluate a family brand on the basis of information about its products. Findings from three experiments suggest that the expected variability of individual product quality within the brand and attribute uniqueness systematically influence information processing and family brand evaluations...

Consistent with calls for a dynamical social psychology (Jacoby et al., 1987; Nowak, Lewenstein, & Vallacher, 1994), attitude formation was studied using a recently developed, computer-based simulation technique termed Higher Order Cognitive Tracing (see Jacoby et al., 1994). Participants’ attitudes toward 12 different products in 3 product categor...

This article draws on social dilemma theory and reference group theory to understand the individual boycott decision and tests the predictions stemming from this conceptualization in two experiments. Consistent with our predictions, consumers' likelihood of participating in both economic and social-issue boycotts is jointly determined by their perc...

Considerable research has examined how securities information, once accessed, is cognitively processed to arrive at buy, sell or hold decisions. In contrast, this paper examines whether training novice investors to simply apply the information accessing strategies used by better-performing security analysts, prior to actual cognitive processing of...

Previous research has led to mixed findings regarding the effect of extensions on the family brand name. This research identifies "accessibility of extension information" as a factor that moderates the effects of the valence of extension information and extension category on brand evaluations. Under higher accessibility, negative information about...

The authors examine the extent to which cultural orientation influences country of origin effects on product evaluations in two countries (Japan and the United States). Subjects were given attribute information about a mountain bike made in either Japan or the United States. The target product was described as either superior or inferior to competi...

Two experiments examined the factors that influence and the psychological processes that underlie country-of-origin evaluations. Subjects received attribute information that was either condensed in a single product or dispersed across several products manufactured in a country with relatively unfavorable associations. When consumers use country of...

Este trabajo trata de analizar emp�ricamente la influencia que ejercen ciertas tipolog�as estrat�gicas sobre la elecci�n de la empresa conjunta internacional. Para ello se han elegido tres tipos de estrategias: internacionalizaci�n, crecimiento y negocio. Despu�s de su desarrollo conceptual, se ha elaborado un modelo de regresi�n log�stica binomial...

In this article, the authors examine new product extension strategies that are likely to be effective in building brand equity. The framework accounts for mixed findings in brand equity literature by identifying motivation as a factor that moderates the dilution and enhancement effects observed in prior research. The authors find that the typicalit...

Is it possible that advertising slogans in foreign languages have an impact on consumers who don't speak that language? For example, when Ford says 'Feel the difference' in English at the end of the ad, do consumers who don't speak English really feel the difference, do they ignore the message, or do they just infer that the axle gear (differential...