The study investigates the effects of environmental claims and claim specificity on advertisement effectiveness. An experimental study is conducted using hypothetical print advertisements for three product categories, namely laundry machines, wrist watches, and DVD players. Findings indicate...

Surprisingly little research has been done in Turkey on the reasons for which advertisers select their advertising agencies. Asurvey with 52 of Turkey’s biggest advertisers strongly affirms the importance of creativity and other aspects of the agency’s product as key criteria in...

Intangible nature of services makes it necessary to implement different advertising strategies. Academics studying on services marketing have suggested various managerial frameworks about services advertising to tangibilize the services in the minds of consumers. Presenting physical evidences of...

Market orientation is an important strategic orientation that contributes to company performance. However, in today's competitive environment, rather than focusing on just market orientation, there is a need for a strategic mix of strategic orientations that will strengthen it and contribute to...

Banks find an opportunity to provide several services without time and place limitation by means of internet one of the most important technological developments. But the fact that many bank customers haven’t preferred internet banking yet due to the different reasons increases the...

In this study, the effect of marketing expenses on stock returns has been studied. According to the generally accepted accounting principles, marketing expenses are a kind of cost and are presented in income statements as an operating expense. On the other hand, in addition to this view, new...

Developments occurring in marina business in our country in recent years, increase in number of marinas and binding capacities increase the competition between the establishments and they apply several methods for holding their existing customers and for establishing long term relations....

“Socializing†environments has created an important and critical potential power in virtual world. Recent trends in this field are social networking sites such as MySpace, Facebook, Twitter etc. Social networking sites are a very huge marketing environment. This marketing environment...

As is known, for both of the goods and services, the most determining characteristic of customer loyalty is permanency. Consumers evaluate the service of a company by making a cost-benefit analysis before they become the regular customers of the company. This study aims to investigate both...

The objective of this study was to measure the intentions of the university stu- dents regarding to family owned firms as regards to their future careers, determine their attitudes towards these firms as consumers, examine the relation of their demographic fe- atures with the attitudes and...