Browsing by Author "Kayaoglu, Ahmet"

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Evidence from Turkish and Syrian People for the Measurement Invariance of the CBBE Scale and Clues for the Distribution Strategies of the Brands
(Korea Distribution Science Association, 2023) Kayaoglu, Ahmet; Gulmez, Yavuz Selim
Purpose: This research aims to test the measurement invariance of the consumer-based brand equity scale on Turkish and Syrian university students who live together but are from different cultural groups. Research design, data, and methodology: The consumer-based brand equity scale developed by Buil et al. (2008) is applied to the participants. In testing the consumer-based brand equity scale, the Netflix brand, which is considered well-known by both cultural groups, is preferred. It is thought that choosing an internationally recognized brand would facilitate the conduct of this research. Structural invariance and measurement invariance are tested using structural equation modeling. Results: The consumer-based brand equity scale has measurement invariance on Turkish and Syrian university students. Therefore, it has been revealed that the responses of participants from both cultures regarding the Netflix brand are comparable. Conclusion: The findings of the study provide clues for practitioners to review their distribution strategies. As a matter of fact, cultural studies conducted in different countries are common. Still, the originality of this study is ensured by the profile of participants who live in the same country but come from different countries.
Evidence From Turkish and Syrian People for the Measurement Invariance of the Cbbe Scale and Clues for the Distribution Strategies of the Brands
(Kodisa Foundation, 2023) Kayaoglu, Ahmet; Gulmez, Yavuz Selim
Purpose: This research aims to test the measurement invariance of the consumer-based brand equity scale on Turkish and Syrian university students who live together but are from different cultural groups. Research design, data, and methodology: The consumer- based brand equity scale developed by Buil et al. (2008) is applied to the participants. In testing the consumer-based brand equity scale, the Netflix brand, which is considered well-known by both cultural groups, is preferred. It is thought that choosing an internationally recognized brand would facilitate the conduct of this research. Structural invariance and measurement invariance are tested using structural equation modeling. Results: The consumer-based brand equity scale has measurement invariance on Turkish and Syrian university students. Therefore, it has been revealed that the responses of participants from both cultures regarding the Netflix brand are comparable. Conclusion: The findings of the study provide clues for practitioners to review their distribution strategies. As a matter of fact, cultural studies conducted in different countries are common. Still, the originality of this study is ensured by the profile of participants who live in the same country but come from different countries.
Sosyal Medya çağında Kanaat Önderliği: Satın Alma Niyeti ve Marka Güveni bağlamında Etkileyici Kişi Pazarlaması
(2025) Kayaoglu, Ahmet; Gülmez, Yavuz Selim; Hattapoğlu, Gülizar
This research investigates how the parasocial relationship, attributed opinion leadership and attractiveness dimensions of influencers affect brand trust and purchase intention on a female audience who purchases cosmetic products. For this purpose, a survey form was created and a section on the demographic characteristics of individuals and a section containing five different research scales were placed in the survey form. The survey form included items regarding the dimensions of Parasocial Relationship, Attributed Opinion Leadership, Attractiveness, Purchase Intention, and Brand Trust, which may be determinants of consumers' attitudes and behaviors toward influencers. In the study, data was collected by online survey method from consumers living in different geographical regions through cluster sampling. Explanatory Factor Analysis, Multiple Linear Regression Analysis, and descriptive statistics were used to analyze the data. As all independent variables significantly and positively affected the dependent variables, all proposed hypotheses were accepted. It is suggested that future research should consider this evidence and that brands and influencers should not ignore these effects in their medium/long-term perspectives.
Sosyal Medyada Kişisel Markalama Ölçeğinin Avukatlar Üzerinde Uygulanması
(2020) Kayaoglu, Ahmet; Gülmez, Yavuz Selim
Purpose of this study is to analyze the personal branding activities of Lawyers in social media by taking into account the “Personal Branding Scale in Social Media” and also individuals actions how much change according to the demographic characteristics of individuals. The data were collected from 400 lawyers working in the Diyarbakır bar, using the convenience sampling method, which is one of the non-random sampling methods, in a 4-month (November-February) period covering the years 2019 and 2020. Confirmatory factor analysis and descriptive statistical techniques were used in the analysis of the data. According to the results of the research, significant differences were determined between the demographic variables of the participants andthe image management, differentiation and positioning factors. Lawyers differ on “positioning” factor in terms of age, gender and marital status variables,differ on “image management” factor in terms of gender, marital status and education level variables, and differ on “differentiation” factor in terms of education level. In terms of professional seniority and income variables, there is no significant difference between the personal branding sub-dimensions of lawyers on social media.The results may reflect the characteristics of lawyers in Diyarbakır but cannot be generalized. Further studies on this subject will provide a better understanding of the details about personal branding.