S. Umit Kucuk - Academia.edu (original) (raw)

Papers by S. Umit Kucuk

Research paper thumbnail of The Transformation

Springer eBooks, Dec 8, 2016

Research paper thumbnail of Community

Research paper thumbnail of Place

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Digital Marketing Mix Modeling and Coordination

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Product

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Marketing and Marketing Mix

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Commitment

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Digital Marketing and Digital Marketing Mix

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Brand bullying: from stressing to expressing

Qualitative Market Research: An International Journal, 2021

Purpose This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.... more Purpose This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.” The study aims at defining the brand bullying phenomena with adolescents who are actively experiencing brand bullying. Potential impacts of brand bullying experience on adult consumption behaviors are also investigated. Design/methodology/approach This paper provides a literature review of brand bullying and uses two qualitative analyses with adolescent and adult consumers through face-to-face interviews. Findings Study-1 found five different styles of brand bullying behavior with adolescents. Study-2’s findings revealed four distinct styles of brand bullying coping behaviors in adulthood. Study-2 also found that brand-bullying’s negative effects could continue after the bullying process is long over and has the potential to cause consumer brand hate (in the form of brand avoidance and disgust) and can cause conspicuous consumption patterns in adulthood in the future. The study further...

Research paper thumbnail of Yeni̇ Ürün Sunumuna Pazardaki̇ Mevcut Fi̇rmalarin Tepki̇ Verme Süreleri̇ni̇n Önemi̇

Bu calismada, yeni urun sunumuna karsi rakiplerin tepki verme surelerine etki eden faktorler, paz... more Bu calismada, yeni urun sunumuna karsi rakiplerin tepki verme surelerine etki eden faktorler, pazara giris oncesi ve sonrasi uygulanmasi gereken stratejiler cercevesinde incelenerek, literaturdeki ornekleri ile sunulmaktadir. Pazara giren urun ve isletme sayisinin artmasina paralel olarak rekabetin artmasi sonucu urun ve isletmelerin varliklari tehlikeye girmekte; pazardaki degismeleri ve gelismeleri zamaninda algilayarak, gerekli tepkileri zamaninda veren isletmelerin pazardaki varliklari devam etmektedir. Calismada, yeni urun sunumuna karsi tepki verme suresi kisa olan isletmelerin, tuketici tatmini saglayarak pazardaki varliklarini uzun sure devam ettirebilecekleri vurgulanmaktadir.

Research paper thumbnail of Developing a theory of brand hate: Where are we now?

Strategic Change, 2021

This paper discusses the similarities and differences between the antecedents and consequences of... more This paper discusses the similarities and differences between the antecedents and consequences of the brand hate studies done to date. The literature review reveals that “ideologic/identity mismatch” antecedents have deeper and broader implications for markets; therefore, brands should examine their ideological stance and identity perceptions closely to eliminate any future brand hate situations. Furthermore, “attack” type consequences might create severe public insults and the destruction of the brand image in the eyes of consumers. Potential antecedent and consequential interventions were also addressed in order to facilitate better functioning market relationships.

Research paper thumbnail of Marketing Mix Modeling and Coordination

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Content

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Connectivity

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Promotion

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Price

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Visualizing Marketing

Palgrave Studies in Marketing, Organizations and Society

Research paper thumbnail of Voice

Research paper thumbnail of Voicesumers

Research paper thumbnail of Marketing-Mix Modeling

Visualizing Marketing, 2016

This chapter discusses the interaction and effectiveness of each marketing-mix element when they ... more This chapter discusses the interaction and effectiveness of each marketing-mix element when they are used together to generate marketing synergy effects in markets. The importance of the coordinated use of these elements and their relationship with fundamental marketing concepts is examined. The role of the various elements in the product life cycle, in consumer decision making, and in brand equity development is explored and illustrated with relevant visuals.

Research paper thumbnail of The Transformation

Springer eBooks, Dec 8, 2016

Research paper thumbnail of Community

Research paper thumbnail of Place

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Digital Marketing Mix Modeling and Coordination

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Product

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Marketing and Marketing Mix

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Commitment

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Digital Marketing and Digital Marketing Mix

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Brand bullying: from stressing to expressing

Qualitative Market Research: An International Journal, 2021

Purpose This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.... more Purpose This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.” The study aims at defining the brand bullying phenomena with adolescents who are actively experiencing brand bullying. Potential impacts of brand bullying experience on adult consumption behaviors are also investigated. Design/methodology/approach This paper provides a literature review of brand bullying and uses two qualitative analyses with adolescent and adult consumers through face-to-face interviews. Findings Study-1 found five different styles of brand bullying behavior with adolescents. Study-2’s findings revealed four distinct styles of brand bullying coping behaviors in adulthood. Study-2 also found that brand-bullying’s negative effects could continue after the bullying process is long over and has the potential to cause consumer brand hate (in the form of brand avoidance and disgust) and can cause conspicuous consumption patterns in adulthood in the future. The study further...

Research paper thumbnail of Yeni̇ Ürün Sunumuna Pazardaki̇ Mevcut Fi̇rmalarin Tepki̇ Verme Süreleri̇ni̇n Önemi̇

Bu calismada, yeni urun sunumuna karsi rakiplerin tepki verme surelerine etki eden faktorler, paz... more Bu calismada, yeni urun sunumuna karsi rakiplerin tepki verme surelerine etki eden faktorler, pazara giris oncesi ve sonrasi uygulanmasi gereken stratejiler cercevesinde incelenerek, literaturdeki ornekleri ile sunulmaktadir. Pazara giren urun ve isletme sayisinin artmasina paralel olarak rekabetin artmasi sonucu urun ve isletmelerin varliklari tehlikeye girmekte; pazardaki degismeleri ve gelismeleri zamaninda algilayarak, gerekli tepkileri zamaninda veren isletmelerin pazardaki varliklari devam etmektedir. Calismada, yeni urun sunumuna karsi tepki verme suresi kisa olan isletmelerin, tuketici tatmini saglayarak pazardaki varliklarini uzun sure devam ettirebilecekleri vurgulanmaktadir.

Research paper thumbnail of Developing a theory of brand hate: Where are we now?

Strategic Change, 2021

This paper discusses the similarities and differences between the antecedents and consequences of... more This paper discusses the similarities and differences between the antecedents and consequences of the brand hate studies done to date. The literature review reveals that “ideologic/identity mismatch” antecedents have deeper and broader implications for markets; therefore, brands should examine their ideological stance and identity perceptions closely to eliminate any future brand hate situations. Furthermore, “attack” type consequences might create severe public insults and the destruction of the brand image in the eyes of consumers. Potential antecedent and consequential interventions were also addressed in order to facilitate better functioning market relationships.

Research paper thumbnail of Marketing Mix Modeling and Coordination

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Content

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Connectivity

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Promotion

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Price

Palgrave studies in marketing, organizations and society, 2023

Research paper thumbnail of Visualizing Marketing

Palgrave Studies in Marketing, Organizations and Society

Research paper thumbnail of Voice

Research paper thumbnail of Voicesumers

Research paper thumbnail of Marketing-Mix Modeling

Visualizing Marketing, 2016

This chapter discusses the interaction and effectiveness of each marketing-mix element when they ... more This chapter discusses the interaction and effectiveness of each marketing-mix element when they are used together to generate marketing synergy effects in markets. The importance of the coordinated use of these elements and their relationship with fundamental marketing concepts is examined. The role of the various elements in the product life cycle, in consumer decision making, and in brand equity development is explored and illustrated with relevant visuals.