Emrah TOKGÖZ - Academia.edu (original) (raw)
Papers by Emrah TOKGÖZ
Advances in Hospitality and Tourism Research (AHTR)
The aims of this study were (a) to investigate the mediating role of vengeance in the relationshi... more The aims of this study were (a) to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth (NWOM) intention, (b) to examine the moderated mediation role of helping other consumers, and (c) to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that (a) vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, (b) helping other consumers has a moderated mediation role in this indirect relationship, and (c) the moderated mediation role of helping other consumers is moderated by gender (difference for females) only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.
In this research, the relationships between the variables of strategic human resources management... more In this research, the relationships between the variables of strategic human resources management (SHRM), empowerment, job enrichment and employee involvement were investigated using structural equation model (SEM). Questionnaire was used as data collection method and data was gathered from white collar employees of Small and Medium-Sized Enterprises (SMEs) operating in manufacturing industry in the east part of Marmara Region. The questionnaires were distributed to total 700 employees and 307 (44%) of 310 questionnaires responded were analyzed. Subject of this study is to reveal the relationships between strategic human resources management, employee involvement, empowerment and job enrichment and the moderator role of empowerment and job enrichment on the effect of SHRM on employee involvement. According to the results of the research model; SHRM variable has significant and positive effects on empowerment, job enrichment and employee involvement. In addition, empowerment and job ...
Journal of Yaşar University, 2020
Face represents an individual’s claimed sense of positive image in the process of social interact... more Face represents an individual’s claimed sense of positive image in the process of social interaction. Consumers with a high level of face consciousness may consume conspicuous using branded products. The main reason underlying this behavioral effect is defined as brand affect. Because brand affect is considered as a concept that helps explain the relationship between consumer and the brand. On the other hand, the force of brand affect may differ in terms of gender. From this point of view, the aim of the study is to reveal the moderating role of brand affect and gender in the relationship between face consciousness and conspicuous consumption. In the study, 454 usable completed questionnaires were received by using self-completion survey method. PROCESS Macro software, which was used by installing SPSS program, helped to perform moderating analysis. According to the results, it is revealed that the effect of face consciousness on the conspicuous consumption is more effective for con...
Firms need ambidextrous marketing functions which is being capable of exploitation and exploratio... more Firms need ambidextrous marketing functions which is being capable of exploitation and exploration of markets. In this research, impact of ambidextrous marketing on market performance and financial peformance is revealed using Structural Equation Model (SEM). Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected. For this reason, sample of the study was collected via questionnaire through 392 SME’s managers and owners. According to the results of the model; marketing exploitation has significant and positive direct effect on market performance while marketing exploration has significant and positive effects on market and financial performance. When dependent variables are examined, it is revealed that market performance has significant and positive direct effect on financial performance. As a result, it is demonstrated that ambidextrous marketing has impact on market and financial peformance.
The purpose of this research is to investigate the relationship between ambidextrous marketing, m... more The purpose of this research is to investigate the relationship between ambidextrous marketing, market performance and financial performance. To achieve market performance and financial performance, firms may need ambidextrous marketing function, which involves capable of exploitation and exploration. In this research, based on prior findings, the impact of ambidextrous marketing on market performance and financial performance is revealed using Structural Equation Modelling (SEM). As research universe, Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected in Turkey. A survey was created online and implemented using electronic mail to managers and owners resulting in 392 usable completed questionnaires. According to the results of the model, marketing exploitation has significant and positive direct effects on market performance, while marketing exploration has significant and positive effects on market and financial performance. When depend...
Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2013
In this research, the relationship among market orientation, learning orientation, innovativeness... more In this research, the relationship among market orientation, learning orientation, innovativeness and qualitative performance is investigated using Structural Equation Model (SEM). Population of this study is the managers of Small and Medium-Sized Enterprises (SMEs) operating in Marmara Region in Turkey. 599 of the questionnaires collected are available within the scope of the research. Subject of the study is to reveal the relations among market orientation, learning orientation, innovativeness, and qualitative performance and to investigate the impact of market orientation on qualitative performance with moderator effects of learning orientation and innovativeness. According to the results of the model, market orientation variable has significant and positive effects on learning orientation, innovativeness and qualitative performance variables. In addition, learning orientation and innovativeness play moderator role in the impact of market orientation on qualitative performance.
Arastirmada, cift yetenekli pazarlama faaliyetlerinin surdurulebilir rekabet avantaji yoluyla paz... more Arastirmada, cift yetenekli pazarlama faaliyetlerinin surdurulebilir rekabet avantaji yoluyla pazar ve finansal olmayan performans gostergeleri uzerinde etkisini ortaya koymayi amaclayan bir Yapisal Esitlik Modeli (YEM) olusturulmustur. Arastirma evreni olarak, Turkiye’de bilisim sektorunde faaliyet gosteren Kucuk ve Orta Buyuklukteki Isletmeler (KOBI) secilmistir. Arastirma kapsaminda kullanilabilir durumda 392 adet anket elde edilmistir. Olusturulan modelin sonuclarina gore; isletmeler, mevcut pazarlama yeteneklerini kullanarak, pazar performansi yoluyla finansal olmayan performans gostergeleri uzerinde olumlu etkiye sahip olabilecekleri anlasilmistir. Yeni pazarlama yetenekleri kesfederek, surdurulebilir rekabet avantaji yoluyla pazar ve finansal olmayan performans gostergeleri uzerinde olumlu etkiye sahip olabilecekleri anlasilmistir.
Tuketiciler icin luks urun satin almanin, mutlulugu yakalamada onemli bir bireysel motivasyon old... more Tuketiciler icin luks urun satin almanin, mutlulugu yakalamada onemli bir bireysel motivasyon oldugu ileri surulmektedir. Tuketici satin alma kararlari verirken cevresindeki insanlardan etkilenebilir. Bu davranissal etkinin altinda yatan temel neden tuketici sosyal uyumu olarak tanimlanmaktadir. Tuketici sosyal uyumunun siddeti cinsiyet acisindan farklilik gosterebilir. Arastirmanin amaci, luks urunde mutluluk arama motivasyonu ile luks urun satin alma niyeti arasindaki iliskide, tuketici sosyal uyumu ve cinsiyetin duzenleyici rolunun belirlenmesidir. Olusturulan anket 422 katilimciya uygulanmistir. Arastirmada, SPSS programina yuklenerek kullanilan, PROCESS Makro yazilimi duzenleyici analizi yapilmasina yardimci olmustur. Sonuclara gore luks urunde mutluluk arama motivasyonunun luks urun satin alma niyeti uzerindeki etkisi sosyal uyumu yuksek olan tuketicilerde daha fazla etkilidir. Bu etkinin, sosyal uyumu yuksek olan kadin tuketicilerde daha guclu oldugu anlasilmistir.
Business & Management Studies: An International Journal, Mar 25, 2020
Bu makale, araştırma ve yayın etiğine uygun hazırlanmış ve intihal taramasından geçirilmiştir.
Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, Nov 30, 2019
Tüketiciler ile markalar arasındaki ilişkileri açıklayan kavramlar giderek önem kazanmaktadır. Bu... more Tüketiciler ile markalar arasındaki ilişkileri açıklayan kavramlar giderek önem kazanmaktadır. Bu kavramlardan birisi de marka özdeşleşmesidir. Çünkü marka özdeşleşmesi, tüketicinin bir marka ile aynı kişisel tanımlamaların paylaşılmasıdır ve tüketicinin markaya olan algılanan duygusunun şiddeti göz önüne alınır. Akıllı telefonlar, genç tüketiciler tarafından günlük yaşamlarında en çok kullanılan markalı ürünlerdir. Bu nedenle, araştırmanın amacı, akıllı telefon kullanan üniversite öğrencilerinin marka özdeşleşme seviyelerinin incelenerek bazı demografik değişkenler açısından fark olup olmadığını ortaya koymaktır. Araştırma evrenini, 17-25 yaş arası öğrenciler oluşturmaktadır. Araştırma kapsamında, kümelere göre örnekleme yöntemi tercih edilmiştir. Alanyazından yararlanarak, geçerliliği ve güvenirliği kanıtlanmış marka özdeşleşmesi ölçeği kullanılarak, 294 adet anket toplanmıştır. Elde edilen veriler tanımlayıcı istatistikler, güvenirlik ve faktör analizleri kullanılarak incelenmiştir. Öğrencilerin demografik değişkenleri yardımıyla, marka özdeşleşme seviyelerine ilişkin fark analizleri, bağımsız örneklem t testi, bağımsız örneklem tek yönlü varyans (ANOVA) ve Post Hoc testleriyle yapılmıştır. Sonuçlara göre, öğrencilerin marka özdeşleşme seviyeleri akıllı telefon değiştirme sayısına, telefon hattı faturasına ve akıllı telefonlarının markasına göre anlamlı şekilde değiştiği ortaya konmuştur. Farklılığın belirlendiği demografik değişkenlerin üçünün de parasal değerlere ilişkin olduğu dikkat çekmektedir. Diğer taraftan, öğrencilerin marka özdeşleşme seviyeleri cinsiyete, yaşa, aile aylık gelir durumuna, harçlıklarına, akıllı telefon kullanma yılı ve kullanılan operatöre göre anlamlı şekilde değişmediği belirlenmiştir. Çalışma hem teorik hem de uygulamalı olarak önemli sonuçlar sunmaktadır.
Business and Economics Research Journal
The impulsive and compulsive consumption that consumers cannot control has become a threat to ind... more The impulsive and compulsive consumption that consumers cannot control has become a threat to individuals and countries due to their negative economic and social consequences. Materialism and status consumption are important negative personality traits underlying various consumers' behaviors. In this research, it is aimed to explore the impact of materialistic values and status consumption on impulsive and compulsive consumption. Cluster sampling method was chosen as sampling method. Students aged 17 to 24 year-olds were selected and 589 usable completed questionnaires were received by using self-completion survey method. According to the results of the model, materialistic values has significant and positive direct impact on status, impulsive and compulsive consumption respectively. In research model, since impact of status consumption on compulsive consumption is not significant, materialistic values have impact on compulsive consumption via status and impulsive consumption.
Yönetim ve Ekonomi Araştırmaları Dergisi
Social Sciences Studies Journal
Social Sciences Studies Journal
Yönetim ve Ekonomi Araştırmaları Dergisi
Consumers may be inclined to grudgeholding tendency against businesses or brands with the negativ... more Consumers may be inclined to grudgeholding tendency against businesses or brands with the negative events they experience during or after the purchase of goods and services.Sometimes, the tendency of grudgeholding may turn into the intention of not buying the business and the brand's products, namely the marketplace withdrawal. On the other hand, consumer cynicism is the belief that businesses consider their interests and do not pay attention to consumer needs. For this reason, it can be thought that the effect of consumer grudgeholding tendency on the marketplace withdrawal intention may be effective in consumers with high cynicism.From this point of view, the aim of the study is to reveal the moderating and mediating role of consumer cynicism in the effect of consumer grudgeholding tendency to marketplace withdrawal intention. As a sampling method, sampling method according to clusters was used. The sample consists of young consumers studying at the university. Using selfcompletion survey method, the questionnaire was applied with the resulting in 502 usable completed questionnaires. In the study, PROCESS Macro software, which was used by installing SPSS program, helped to perform moderating and mediating analysis.According to the results obtained from the research models, it is revealed that consumer cynicism has partial moderating role between consumer grudgeholding tendency and marketplace withdrawal intention. It was understood that the mediating role was not significant in those with one standard deviation higher level of cynicism while mediating role was significant in those with moderate andone standard deviation lower level of cynicism.
Pamukkale University Journal of Social Sciences Institute
Yönetim ve Ekonomi Araştırmaları Dergisi
Advances in Hospitality and Tourism Research (AHTR)
The aims of this study were (a) to investigate the mediating role of vengeance in the relationshi... more The aims of this study were (a) to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth (NWOM) intention, (b) to examine the moderated mediation role of helping other consumers, and (c) to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that (a) vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, (b) helping other consumers has a moderated mediation role in this indirect relationship, and (c) the moderated mediation role of helping other consumers is moderated by gender (difference for females) only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.
In this research, the relationships between the variables of strategic human resources management... more In this research, the relationships between the variables of strategic human resources management (SHRM), empowerment, job enrichment and employee involvement were investigated using structural equation model (SEM). Questionnaire was used as data collection method and data was gathered from white collar employees of Small and Medium-Sized Enterprises (SMEs) operating in manufacturing industry in the east part of Marmara Region. The questionnaires were distributed to total 700 employees and 307 (44%) of 310 questionnaires responded were analyzed. Subject of this study is to reveal the relationships between strategic human resources management, employee involvement, empowerment and job enrichment and the moderator role of empowerment and job enrichment on the effect of SHRM on employee involvement. According to the results of the research model; SHRM variable has significant and positive effects on empowerment, job enrichment and employee involvement. In addition, empowerment and job ...
Journal of Yaşar University, 2020
Face represents an individual’s claimed sense of positive image in the process of social interact... more Face represents an individual’s claimed sense of positive image in the process of social interaction. Consumers with a high level of face consciousness may consume conspicuous using branded products. The main reason underlying this behavioral effect is defined as brand affect. Because brand affect is considered as a concept that helps explain the relationship between consumer and the brand. On the other hand, the force of brand affect may differ in terms of gender. From this point of view, the aim of the study is to reveal the moderating role of brand affect and gender in the relationship between face consciousness and conspicuous consumption. In the study, 454 usable completed questionnaires were received by using self-completion survey method. PROCESS Macro software, which was used by installing SPSS program, helped to perform moderating analysis. According to the results, it is revealed that the effect of face consciousness on the conspicuous consumption is more effective for con...
Firms need ambidextrous marketing functions which is being capable of exploitation and exploratio... more Firms need ambidextrous marketing functions which is being capable of exploitation and exploration of markets. In this research, impact of ambidextrous marketing on market performance and financial peformance is revealed using Structural Equation Model (SEM). Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected. For this reason, sample of the study was collected via questionnaire through 392 SME’s managers and owners. According to the results of the model; marketing exploitation has significant and positive direct effect on market performance while marketing exploration has significant and positive effects on market and financial performance. When dependent variables are examined, it is revealed that market performance has significant and positive direct effect on financial performance. As a result, it is demonstrated that ambidextrous marketing has impact on market and financial peformance.
The purpose of this research is to investigate the relationship between ambidextrous marketing, m... more The purpose of this research is to investigate the relationship between ambidextrous marketing, market performance and financial performance. To achieve market performance and financial performance, firms may need ambidextrous marketing function, which involves capable of exploitation and exploration. In this research, based on prior findings, the impact of ambidextrous marketing on market performance and financial performance is revealed using Structural Equation Modelling (SEM). As research universe, Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected in Turkey. A survey was created online and implemented using electronic mail to managers and owners resulting in 392 usable completed questionnaires. According to the results of the model, marketing exploitation has significant and positive direct effects on market performance, while marketing exploration has significant and positive effects on market and financial performance. When depend...
Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2013
In this research, the relationship among market orientation, learning orientation, innovativeness... more In this research, the relationship among market orientation, learning orientation, innovativeness and qualitative performance is investigated using Structural Equation Model (SEM). Population of this study is the managers of Small and Medium-Sized Enterprises (SMEs) operating in Marmara Region in Turkey. 599 of the questionnaires collected are available within the scope of the research. Subject of the study is to reveal the relations among market orientation, learning orientation, innovativeness, and qualitative performance and to investigate the impact of market orientation on qualitative performance with moderator effects of learning orientation and innovativeness. According to the results of the model, market orientation variable has significant and positive effects on learning orientation, innovativeness and qualitative performance variables. In addition, learning orientation and innovativeness play moderator role in the impact of market orientation on qualitative performance.
Arastirmada, cift yetenekli pazarlama faaliyetlerinin surdurulebilir rekabet avantaji yoluyla paz... more Arastirmada, cift yetenekli pazarlama faaliyetlerinin surdurulebilir rekabet avantaji yoluyla pazar ve finansal olmayan performans gostergeleri uzerinde etkisini ortaya koymayi amaclayan bir Yapisal Esitlik Modeli (YEM) olusturulmustur. Arastirma evreni olarak, Turkiye’de bilisim sektorunde faaliyet gosteren Kucuk ve Orta Buyuklukteki Isletmeler (KOBI) secilmistir. Arastirma kapsaminda kullanilabilir durumda 392 adet anket elde edilmistir. Olusturulan modelin sonuclarina gore; isletmeler, mevcut pazarlama yeteneklerini kullanarak, pazar performansi yoluyla finansal olmayan performans gostergeleri uzerinde olumlu etkiye sahip olabilecekleri anlasilmistir. Yeni pazarlama yetenekleri kesfederek, surdurulebilir rekabet avantaji yoluyla pazar ve finansal olmayan performans gostergeleri uzerinde olumlu etkiye sahip olabilecekleri anlasilmistir.
Tuketiciler icin luks urun satin almanin, mutlulugu yakalamada onemli bir bireysel motivasyon old... more Tuketiciler icin luks urun satin almanin, mutlulugu yakalamada onemli bir bireysel motivasyon oldugu ileri surulmektedir. Tuketici satin alma kararlari verirken cevresindeki insanlardan etkilenebilir. Bu davranissal etkinin altinda yatan temel neden tuketici sosyal uyumu olarak tanimlanmaktadir. Tuketici sosyal uyumunun siddeti cinsiyet acisindan farklilik gosterebilir. Arastirmanin amaci, luks urunde mutluluk arama motivasyonu ile luks urun satin alma niyeti arasindaki iliskide, tuketici sosyal uyumu ve cinsiyetin duzenleyici rolunun belirlenmesidir. Olusturulan anket 422 katilimciya uygulanmistir. Arastirmada, SPSS programina yuklenerek kullanilan, PROCESS Makro yazilimi duzenleyici analizi yapilmasina yardimci olmustur. Sonuclara gore luks urunde mutluluk arama motivasyonunun luks urun satin alma niyeti uzerindeki etkisi sosyal uyumu yuksek olan tuketicilerde daha fazla etkilidir. Bu etkinin, sosyal uyumu yuksek olan kadin tuketicilerde daha guclu oldugu anlasilmistir.
Business & Management Studies: An International Journal, Mar 25, 2020
Bu makale, araştırma ve yayın etiğine uygun hazırlanmış ve intihal taramasından geçirilmiştir.
Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, Nov 30, 2019
Tüketiciler ile markalar arasındaki ilişkileri açıklayan kavramlar giderek önem kazanmaktadır. Bu... more Tüketiciler ile markalar arasındaki ilişkileri açıklayan kavramlar giderek önem kazanmaktadır. Bu kavramlardan birisi de marka özdeşleşmesidir. Çünkü marka özdeşleşmesi, tüketicinin bir marka ile aynı kişisel tanımlamaların paylaşılmasıdır ve tüketicinin markaya olan algılanan duygusunun şiddeti göz önüne alınır. Akıllı telefonlar, genç tüketiciler tarafından günlük yaşamlarında en çok kullanılan markalı ürünlerdir. Bu nedenle, araştırmanın amacı, akıllı telefon kullanan üniversite öğrencilerinin marka özdeşleşme seviyelerinin incelenerek bazı demografik değişkenler açısından fark olup olmadığını ortaya koymaktır. Araştırma evrenini, 17-25 yaş arası öğrenciler oluşturmaktadır. Araştırma kapsamında, kümelere göre örnekleme yöntemi tercih edilmiştir. Alanyazından yararlanarak, geçerliliği ve güvenirliği kanıtlanmış marka özdeşleşmesi ölçeği kullanılarak, 294 adet anket toplanmıştır. Elde edilen veriler tanımlayıcı istatistikler, güvenirlik ve faktör analizleri kullanılarak incelenmiştir. Öğrencilerin demografik değişkenleri yardımıyla, marka özdeşleşme seviyelerine ilişkin fark analizleri, bağımsız örneklem t testi, bağımsız örneklem tek yönlü varyans (ANOVA) ve Post Hoc testleriyle yapılmıştır. Sonuçlara göre, öğrencilerin marka özdeşleşme seviyeleri akıllı telefon değiştirme sayısına, telefon hattı faturasına ve akıllı telefonlarının markasına göre anlamlı şekilde değiştiği ortaya konmuştur. Farklılığın belirlendiği demografik değişkenlerin üçünün de parasal değerlere ilişkin olduğu dikkat çekmektedir. Diğer taraftan, öğrencilerin marka özdeşleşme seviyeleri cinsiyete, yaşa, aile aylık gelir durumuna, harçlıklarına, akıllı telefon kullanma yılı ve kullanılan operatöre göre anlamlı şekilde değişmediği belirlenmiştir. Çalışma hem teorik hem de uygulamalı olarak önemli sonuçlar sunmaktadır.
Business and Economics Research Journal
The impulsive and compulsive consumption that consumers cannot control has become a threat to ind... more The impulsive and compulsive consumption that consumers cannot control has become a threat to individuals and countries due to their negative economic and social consequences. Materialism and status consumption are important negative personality traits underlying various consumers' behaviors. In this research, it is aimed to explore the impact of materialistic values and status consumption on impulsive and compulsive consumption. Cluster sampling method was chosen as sampling method. Students aged 17 to 24 year-olds were selected and 589 usable completed questionnaires were received by using self-completion survey method. According to the results of the model, materialistic values has significant and positive direct impact on status, impulsive and compulsive consumption respectively. In research model, since impact of status consumption on compulsive consumption is not significant, materialistic values have impact on compulsive consumption via status and impulsive consumption.
Yönetim ve Ekonomi Araştırmaları Dergisi
Social Sciences Studies Journal
Social Sciences Studies Journal
Yönetim ve Ekonomi Araştırmaları Dergisi
Consumers may be inclined to grudgeholding tendency against businesses or brands with the negativ... more Consumers may be inclined to grudgeholding tendency against businesses or brands with the negative events they experience during or after the purchase of goods and services.Sometimes, the tendency of grudgeholding may turn into the intention of not buying the business and the brand's products, namely the marketplace withdrawal. On the other hand, consumer cynicism is the belief that businesses consider their interests and do not pay attention to consumer needs. For this reason, it can be thought that the effect of consumer grudgeholding tendency on the marketplace withdrawal intention may be effective in consumers with high cynicism.From this point of view, the aim of the study is to reveal the moderating and mediating role of consumer cynicism in the effect of consumer grudgeholding tendency to marketplace withdrawal intention. As a sampling method, sampling method according to clusters was used. The sample consists of young consumers studying at the university. Using selfcompletion survey method, the questionnaire was applied with the resulting in 502 usable completed questionnaires. In the study, PROCESS Macro software, which was used by installing SPSS program, helped to perform moderating and mediating analysis.According to the results obtained from the research models, it is revealed that consumer cynicism has partial moderating role between consumer grudgeholding tendency and marketplace withdrawal intention. It was understood that the mediating role was not significant in those with one standard deviation higher level of cynicism while mediating role was significant in those with moderate andone standard deviation lower level of cynicism.
Pamukkale University Journal of Social Sciences Institute
Yönetim ve Ekonomi Araştırmaları Dergisi