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Filtreler
Bulunan: 170 Adet 0.001 sn
Ambargo Durumu : Erişime Açık ✕Yayıncı : Yeditepe University ... ✕Erişim Hakkı : Open Access ✕
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Erişime Açık

A research about determining the importance of word of mouth marketing for choosing pre-school education institution in Trakya

Taşkın Akkoyun, İlayda

In today’s technology, consumers can easily obtain all kinds of information. In addition; the consumer who is directly exposed to many desired or undesired messages has difficulty in making a decision in the purchasing process. While consumers try to choose the best one for themselves among many alternatives, marketers who try to respond to variable needs and desires of consumers are also trying to develop new strategies. One of them is to use word-ofmouth marketing method in a positive way. Since the choice of pre-school education institution has an important place in the service sector, wor ...Daha fazlası

Preprint 2024 Yeditepe University Academic and Open Access Information System 13 Görüntülenme
Erişime Açık

From the quest for authenticity to advocacy: How do authentic brands create brand advocate consumers?

Tosun, Aslı

In a quest to investigate whether brands that position themselves as authentic create brand advocate consumers, the current study analyzes and collates the extant literature on brand authenticity through unfolding the relationship between brand authenticity and brand advocacy on the grounds of brand experience, actual self-image congruence, consumer involvement as well as the product category with an aim to explore whether brand authenticity positively influences brand advocacy behavior among consumers. The relationships are investigated through a comprehensive research model using two differe ...Daha fazlası

Preprint 2024 Yeditepe University Academic and Open Access Information System 19 Görüntülenme
6698 sayılı Kişisel Verilerin Korunması Kanunu kapsamında yükümlülüklerimiz ve çerez politikamız hakkında bilgi sahibi olmak için alttaki bağlantıyı kullanabilirsiniz.
Tamam Açık Erişim Politikası
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