WoS İndeksli Yayınlar Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14627/6
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Article Citation - WoS: 1The Reflection of Store Image on Icon Brand Perception(Marmara Univ, Fac Communication, 2021) Ulker, Yelda; Tosun, NurhanToday, the increase in the number of stores has led to the emergence of many stores with similar features. The brands had to determine different strategies from stores of other brands while creating images of their stores because of this situation. In line with this purpose, brands, while creating store images, attach importance to store atmosphere elements such as color, product, packaging, store window layout, and light. In addition, the brands that want to be long-lasting and have the loyalty of the consumer today aim to become icon brands. Brands that endeavor to be icon brands also determine the elements of store atmosphere in line with this purpose. In other words, brands that care about store atmosphere differentiate and address the emotions of consumers, and usually try to become icons. In this context, the main purpose of the study is to determine whether there is a significant relationship between store image and icon brands and their sub-dimensions "brand personality", "identity myth" and brand storytelling perception. For this purpose, the research was applied to university students who consume coffee excessively, and the reflection of Starbucks' store image on icon brand perception was examined. In this context, the sample of the research consists of students of Marmara University. This is because it is the second state university with the highest student population in Istanbul and there are Starbucks stores around the campuses of Marmara University, unlike Istanbul University, which has the highest student population. In the study with a sample of 431 people, according to the regression analysis, there was a significant relationship between store image and icon brand perception. In the light of the data obtained, it is concluded that there is also a significant relationship between brand image and icon brand sub-dimensions "brand personality", "identity myth" and "brand storytelling' perception.Article Digital Travel Memories: a Comparison of Physical and Online Travel Experiences in the Terms of Recollection(Marmara Univ, Fac Communication, 2022) Eyrek, AysunThe study aims to undertake a comparison of physical and online travel experiences in terms of their recollection and the differences between each experience. Digitalization of travel is explained as visiting a place virtually by means of digital devices instead of visiting it physically. In the first part of the research, in which both qualitative and quantitative research methods were used, the viewer comments written under two most-viewed walking tour videos on YouTube were examined by using sentiment and text analysis which are among the social network analysis methods. In the second of the research, focus groups study are conducted with qualitative and experimental design. The focus groups consist of participants who visited the two cities (selected as sample) either physically (control groups) or online (experimental group). In the sentiment analysis, it was concluded that the positive and neutral sentiment expressions were higher than negative expressions, and in the text analysis individuals approached the online walking tours as a travel experience., In the focus groups research, it was observed that the use of natural sounds, the high visual quality in the videos are effective on individual's recollection of their travel in the online travel experiences. The content of the memories of physical travel experiences is usually about human interactivity and social life. In both travel experiences, it was determined that the information obtained by the individuals about the place through the media strengthens the recall of the images of their travel experiences.Article The Reflections of Gastronomic Experience on Brand Loyalty(Marmara Univ, Fac Communication, 2022) Kacan, Ugur; Tosun, NurhanGastronomic experience can be defined as the result of the interaction of all processes, especially in the high cuisine, which includes social, emotional, intellectual, imaginary and technical situations beyond a mere eating activity. The number of establishments that have made it their mission to offer such experiences to people has also increased significantly compared to the past. In this case , in line with the increase with the competition between brands, businesses have entered into new searches in order not to lose their loyal customers In addition, the number of people who are conscious and aware of high cuisine continues to increase day by day. As a result of people's gastronomic experience, the number of knowledgeable people who interpret/understand the food consciously and share it with the people around has increased significantly. In line with the facilitation of access to information, the development of the information spectrum of individuals is one of the basic phenomena of today. In this direction, especially the food and beverage businesses that appeal to high cuisine use gastronomic experience as an important marketing weapon. In this context, the study aims to quantitatively question the experience elements that are effective in creating brand loyalty and to produce scientific data in this direction, considering the expectations of the people of the food and beverage businesses that try to offer gastronomic experience. The questionnaire developed for this goal was applied to 335 foodie (moderate version of gourmet) participants in groups relatively high in social economic status, and the reflection of the gastronomic experience they had in the luxury restaurants (fine dining) on brand loyalty was analyzed quantitatively. As a result of the research, it has been determined that gastronomic experience has positive effects on attitudinal brand loyalty, but there is no consequential relationship between behavioral brand loyalty.