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Article
Publication date: 11 April 2019

Cigdem Basfirinci, Zuhal Cilingir Uk, Sernur Karaoglu and Kadriye Onbas

The purpose of this paper is to reveal implicit occupational gender stereotypes for 12 different occupations in Turkey.

Abstract

Purpose

The purpose of this paper is to reveal implicit occupational gender stereotypes for 12 different occupations in Turkey.

Design/methodology/approach

Using a sample of 954 Turkish university students, this study aimed to explore which jobs are implicitly perceived to be masculine and which jobs are implicitly perceived to be feminine. The role of the respondents’ sex, the place where they grew up (metropolitan or rural) and the information level about the occupation (job title or job description) on occupational gender stereotypes were also tested. Gender stereotypes were assessed using a hypothetical scenario method, which provides an opportunity to reveal implicit information processing. Chi Square and t-test were used in hypothesis testing.

Findings

Consistent with the circumscription and compromise and the social role theory, as expected, the findings of the current study provided additional support about occupational gender stereotypes showing that job titles are strongly effective vehicles to communicate gender stereotypes for Turkish university students.

Originality/value

Using implicit measures of information processing and offering findings from a completely different cultural background (Turkey) constitutes the original contribution of this work.

Details

Gender in Management: An International Journal, vol. 34 no. 2
Type: Research Article
ISSN: 1754-2413

Keywords

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Article
Publication date: 21 August 2017

Cigdem Basfirinci and Zuhal Cilingir Uk

This study aims to investigate gendered meanings of food and its relationship with identity management for Turkish university students’ food practices and beliefs.

Abstract

Purpose

This study aims to investigate gendered meanings of food and its relationship with identity management for Turkish university students’ food practices and beliefs.

Design/methodology/approach

Methodologically, both qualitative and quantitative approaches were used in this study as a complementary way. Data were collected from a total of 711 university students.

Findings

Taken together, the findings strongly support gender-based food stereotypes as consistent with previous literature with some cultural variations. As another important finding, gendered associations of foods are stronger than those of non-alcoholic beverages among Turkish university students.

Originality/value

In terms of original contribution, this study not only provides valuable information about young consumers’food beliefs and practices in terms of gender-based stereotypes and identity management, but also enriches the current literature, specifically focusing on Turkey, which has a completely different cultural background as compared to Europe, the USA and the Far East. To the best of authors’knowledge, this is the very first study on this subject specifically focusing on Turkish consumers’ gift-buying behaviors through the internet channel.

Details

Young Consumers, vol. 18 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

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Article
Publication date: 31 March 2020

Musa Pinar, Tulay Girard and Cigdem Basfirinci

In response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy…

Abstract

Purpose

In response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.

Design/methodology/approach

Compiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.

Findings

Based on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.

Research limitations/implications

The study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.

Originality/value

The study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

Details

International Journal of Educational Management, vol. 34 no. 7
Type: Research Article
ISSN: 0951-354X

Keywords

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 9 January 2009

Birdogan Baki, Cigdem Sahin Basfirinci, Ilker Murat AR and Zuhal Cilingir

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

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5517

Abstract

Purpose

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

Design/methodology/approach

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).

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 21 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 6 September 2013

Cigdem Basfirinci

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…

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2226

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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