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This paper seeks to provide new solutions to cargo companies’ service quality efforts by integrating different scientific methodologies.

Strengths and weaknesses of logistics services of a well known cargo company in Turkey are defined by using a service quality scale (SERVQUAL), service quality attributes are categorized using the Kano model in order to see how well these attributes are able to satisfy customer needs, and findings are transferred to quality function deployment (QFD).

The findings of the Kano model show that ten of the 27 service quality attributes can be categorized as “attractive”, implying the maximum effect on consumer satisfaction. Through the customer priority level of QFD, the three most important service quality attributes are found to be: VIP Service, informing customers about delivery time before sending, and taking deliveries from customers’ addresses. Also, strengthening information technology infrastructure is the most important technical requirement to focus with the highest technical importance level.

The study involves only one cargo company, it concerns just Trabzon city center branch offices and its sample includes only individual customers instead of individual and institutional customers together.

Offering a case study, the paper presents a guide for cargo companies to employ different scientific methodologies in their service quality development efforts.

Intending to offer scientific approaches to cargo companies as a tool of development in their practical procedures, the paper tries to bridge the current gap between academicians and practitioners and adds to the relatively limited theoretical literature.

The purpose of this study was to explore whether and to what extent brand origin associations transfer to brand personality (BP) perceptions. Whether and in which ways product involvement and familiarity have some moderating effects on this relationship was also explored.

Using experimental design, hypotheses were tested in two product groups.

Results show that subjects not provided brand origin information perceived the competence dimension of BP significantly lower than subjects who were provided brand information. Also, product involvement positively moderates brand origin effect while product familiarity negatively moderates it. However, two-way interactions of brand origin and product involvement are more meaningful than all other interactions and main effects.

The findings were based on data collected in an experimental setting from a convenience sample that was somewhat homogeneous. Also only one dimension of BP (competence) has been used in this study.

Supporting the importance of brand origin on BP perceptions, these results show that the general characteristics of countries can translate into personalities of their brands from the product categories that have a good reputation on international markets. As the most significant implication for practitioners, the maximum effectiveness of marketing communication strategies can be achieved through the effect of brand origin on BP perceptions only if proper segmentation can be made with regard to involvement and familiarity.

This is the first study that has empirically demonstrated the role of image transfer on building BP perceptions through brand origin information.