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Journal of Management, Marketing and Logistics(JMML)

Journal Papers (10) Details Call for Paper Manuscript submission Publication Ethics Contact Authors' Guide Line
1 A NEW RESEARCH APPROACH IN MARKETING: NEUROMARKETING, P?nar AYTEKIN, Aysun KAHRAMAN
Marketers generally use classical methods such as survey or observation to research what kind of responses consumers give to products, brands or ads. However, neuromarketing, which utilize neuroscience techniques to understand consumer behavior, has broken a new ground for marketers. In neuromarketing; to determine consumers responses to a product, a brand or an ad, the movements in different parts of their brains are monitored by neuroscience equipments such as fMRI, EEG. Informations gathered from neuromarketing researches shed light on issues like product development, branding, designing marketing mix and deciding store atmosphere. The aim of this study is to investigate neuromarketing theoretically by evaluating extent, usage areas, and difficulties and criticized aspects of it and to give information about why and how neuromarketing techniques are being used by evolving out of some real researches made by companies and researchers. In this research, neuromarketing, which is a new and different method for marketers, has been evaluated theoretically and some examples relating to neuromarketing researchs which were conducted for different purposes have been provided.
2 AN EMPIRICAL STUDY ON EMPLOYER BRANDING IN THE CONTEXT OF INTERNAL MARKETING, Aybegum Gungordu, Emre Burak Ekmekcioglu, Tugce Simsek
In this study, first we explain concepts of internal marketing, employer branding and employer attractiveness. The purpose of the study is to explain variables effective for identifying employer attractiveness which is important for employer branding included in internal marketing. In this study, we chose survey method and we applied our survey to university students who are considered as potantial employees. In conclusion, we found that there are seven factors in employer attractiveness. These factors are development, socialization, interest, economic value and image, application, organizational dinamism and working environment.
3 DETERMINANTS OF COMMERCIAL IDENTITY OF CITY BRANDS?, Funda Kaya, Mehmet Marangoz
As commercial products, cities compete by performing branding strategies in their own market. However branding strategies serve not only to create a tourism destination attracting more visitors by differentiating from its rivals. Further to that, residents and investors are also the stakeholders that cities target within city branding. Therefore developing a city brand identity that introduces the city to new investors and entrepreneurs is important. Accordingly, the aim of the study is to examine how the commercial city brand identity elements make sense specific to Mu?la province from the perspective of investors and entrepreneurs. In this context, with face-to-face interview method, Mu?la city brand identity model was proposed by defining commercial mission, vision, values, personality, distinguishing preferences and benefits of the city through city brand identity elements. It is regarded that analyzing the meanings of brand identity elements is an effective tool in order to promote the city to targeted investors and entrepreneurs. As well as the findings of the study is limited to Mu?la province, commercial stakeholders, who were paid less attention in city branding literature that is increasingly getting more attention both academically and practically, are in focus in the study
4 A NEW RESEARCH APPROACH IN MARKETING: NEUROMARKETING, P?nar AYTEKIN, Aysun KAHRAMAN
Marketers generally use classical methods such as survey or observation to research what kind of responses consumers give to products, brands or ads. However, neuromarketing, which utilize neuroscience techniques to understand consumer behavior, has broken a new ground for marketers. In neuromarketing; to determine consumers responses to a product, a brand or an ad, the movements in different parts of their brains are monitored by neuroscience equipments such as fMRI, EEG. Informations gathered from neuromarketing researches shed light on issues like product development, branding, designing marketing mix and deciding store atmosphere. The aim of this study is to investigate neuromarketing theoretically by evaluating extent, usage areas, and difficulties and criticized aspects of it and to give information about why and how neuromarketing techniques are being used by evolving out of some real researches made by companies and researchers. In this research, neuromarketing, which is a new and different method for marketers, has been evaluated theoretically and some examples relating to neuromarketing researchs which were conducted for different purposes have been provided.
5 THE EFFECT OF CITY BRANDING AND ITS COMPONENTS ON RESIDENT SATISFACTION , Senem Ergan , Ayse Akyol , Derman Kucukaltan
In an increasingly competitive environment, cities as well as products have taken part in a tough promotion struggle. To be preferred, they are required to be noticed by the target audience. Therefore, cities have begun to focus on bra nding. City branding aims to differentiate the city from others. Firstly, a city needs to be able to demonstrate itself, thus taking a place superior to its competitors in the eyes of the target audience and it is required to be noticed via a unique brand . Customer satisfaction is a significant consequence of branding. City branding on the other hand demonstrates the success of the city. It leads the people who are satisfied with the city to visit the city again and even move in there. It is also accepted as an advertisement for the ones who have never beeen to this city. This study is aimed at determining the effect of city branding on the resident satisfaction. In the present study, city branding and resident satisfaction are mentioned, the data collecte d by means of the survey which is prepared on the basis of the model developed for city branding and satisfaction for urban people is analysed and discussed.
6 THE RELATIONSHIP BETWEEN ORGANIZATIONAL TRUST AND SERVICE QUALITY PERCEPTION: A RESEARCH ON HOTEL EMPLOYEES, Oguz Turkay, Umit Sengel , Zeynep Yamac
Organizational trust is closely related to many issues in business process. Employee's commitment to organization, job an d work environment perceptions and relationships with others are performed in parallel with a sense of trust. Besides, their thoughts on the quality of the service s provided is thought to be associated with organizational trust. Because the employee's ideas about the quality of service is n ot independent from the thoughts of customers. In this study, the relationship between organizational trust with employees' perceptions on service quality has been questioned. Data were gathered from employees of hotels and tested with non - parametric techn iques. Many items that measure organizational trust revealed a significant relationship with items of service quality perceptions. In particular, the issue of employee loyalty to each oth er and to their supervisors was shown to produce a strong relationshi p with employee?s attitude to help customers in undecided situation
7 DETERMINING A MOST CONVINIENT LOCATION FOR CAMPUS BY USING FUZZY ANALYTIC HIERARCHY PROCESS, Tugba Kiral O zkan , Selc uk A lp
A campus is described as a place that has the necessary structure and area for a university to conduct its teaching activities and events. Mistakes made in the selection of location for campuses have results such as having less number of students than expe cted. Due to the competition trigerred by the increasing number of universities in recent years, the decision for the campus location has strategic importance for the university administrators. In this study, a survey including four criteria accessibility , life conditions , being close to social and cultural centres, the potential of the region for development and 9 different region alternatives for Istanbul was developed. It was applied to administrative staff working at public and private universities. With the datas from the surveys fuzzy analytic hierarchical process porse method is used. As a result of the analysis, it was observed that the decision makers criteria for campus location were, respec tively, accessibility, being close to social and cultural centres, and life conditions. The potential of the region for development were not assumed as an important criterion when compared to the other criteria. As for the region alternatives, the priority was given to region5, and the last region was observed as region9, respectively.
8 AN IMPLEMENTATION OF INTEGRATED MULTI - CRITERIA DECISION MAKING TECHNIQUES FOR ACADEMIC STAFF RECRUITMENT , Kemal Vatansever , Mesut Oncel
Decision - making in personnel recruitment is among the most essential topics to be handled in both public and private sectors. The success of enterprises depends directly on the employees efficiency. In this perspective, choosing the most accurate personne l for the benefit of an enterprise is a decision - making process that requires various criteria to be taken into account.In this study, fuzzy AHP (Analytical Hierarchy Process) and fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution ), which are among the multi - criteria decision - making techniques are suggested to be used for making the most accurate decision. By using these techniques, the most adequate applic ant will be selected after evaluated in accordance with more objective and v arious criteria. For this purpose, according to the criteri a determined by using the related literature, the candidates have been evaluated in terms of diction, physical appearance, academic efficiency, work experience and extroversion. By using fuzzy AHP in determining the weights of criteria and fuzzy TOPSIS in evaluation of the candidates according to the related weights of criteria, the decision - makers are provided with a decision support
9 INVESTIGATION OF ONLINE SELLING AUTHOR OF INSTITUTIONS NEW MEDIA FUNCTIONS, Duygu Cubuk
Thetwenty - first century, new communication technologies and conducted public relations activities poses a great significance. In this connection, the Internets 3 basic functions are mentioned; 1) Two - way Internet communications havemade it possible as never before, 2) The new media landscape is changing rapidly, 3) Technology, information, data distribution and ret ention have made it possible than ever. In the light of this definition, in the process, the companies reach customers in this direction has shifted channels. This effective use of communication channels: It is possible with the proper use of functional, visual a nd linguisticelements. In this study, web sites Gittigidiyor, Butigo, Trendyol, Markafoni, Morhipo and Limango which operating in Turkey by analyzing functional, visual and linguisticuse of the new media assessments will be made on their efficiency . The main purpose of these web sites that make sales gains rate change is undoubtedly due to many factors. Firstly websites examined in order to obtain preliminary information, then, surveys were undertaken to consumers using this sites. Satisfactionwith the web sites; site administration, being customer - focused, from the design and the options presented by the diversity of factors which have been studied to determine how much is attached by collected 126 surveys
10 THE RELATIONSHIP IN BETWEEN CORPORATE INTERIOR IMAGE AND THE COMMITMENT OF SALES STAFF AT RETAILERS SECTOR, Neslihan Derin , Mevlu t Turk , Yavuz C omert
The increasing importance of workers as a domestic aimed group, corporate image studies began to be planned considering t he employees as well . As a result, the concept of interior image represents the atmosphere within the enterprise, employee perceptions of corporate. It is considered that organizational commitment which is defined as a continuation of willful organizational membership is one of important outcomes of corporate interi or image. The purpose of this study is to identify whether there is a statistically significant relationship between perceptions of corporate image of organizational commitment dimensions or not. It also investigates the impact on organizational commitme nt dimensions of corporate interior image on personnel working in retail sales in Malatya . For this purpose, data collected by face to face survey among workers in retail sales in Malatya and correlation, regression analysis, t - test and one way anova analy sis were performed on the data collected. According to the findings obtained, it is concluded that there is a positive relationship between corporate interior image and all dimensions of organizational commitment and corporate interior image have positive effect on all dimensions of organizational commitment