This article aims to explain the effects of advertisement involvement and peer influence on consumers' intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on participation intentions are analyzed. Findings indicate that...

This study is the foundation of a longitudinal analysis of business incubators in Turkey, and their effectiveness in enhancing the success and sustainability of new software ventures. A thorough review of entrepreneurship and business incubation literature was put to use in identifying software...

This study presents preliminary findings of a longitudinal qualitative study concerning business incubators in Turkey, and their effectiveness in enhancing the success and sustainability of new software ventures. A field study was conducted to gain an in-depth understanding of incubation...

Models of cooperative advertising analyzed until recently have mainly revolved around two cases: (1) Strong manufacturer, weak retailer; (2) strong manufacturer, equally strong retailer. These are not generalizable to market dynamics in all countries and all industries. Despite being...

This article presents a qualitative study of business incubators in Turkey, and their contribution to the success of technology start-ups. Through in-depth interviews, we define the concept of start-up success and identify the factors associated with effective incubation from the perspectives of...

Innovation is rapidly becoming a central driver in the marketing strategy of many service companies, while its effects on the perceived value of a service brand have yet to be determined. The purpose of this chapter is to explore how introducing an innovation affects the perceived brand equity...