Browsing by Author "Yakin, V"

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    Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes
    Ay, C; Yakin, V
    Creating brand personality is one of the goals each and every marketing manager aims to achieve because it contributes highly to the overall success of the brand. This work elaborates on the relationship between brand personality and advertising by exploring the ways in which adverts can be successfully used to develop brand personality. The article first focuses on Archetype modelling which is one of the innovative ways of generating brand personality and then explores this technique through qualitative and quantitative methods. The article uses the most successful 10 global airlines adverts, identifies the primary archetypes they used in their commercials and verifies this conducting an online survey with 390 respondents. The research finds out that the majority of airline companies successfully use caregiver and jester archetypes in their commercials. The article also provides indicators for each of the archetypes used in the commercials and verifies their reliability through the survey where participants were consistently able to correctly identify the indicators with nominated archetype for each commercial as presented to them.
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    The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study
    Yakin, V; Güven, H; David, S; Güven, E; Barbuta-Misu, N; Güven, ETA; Virlanuta, FO
    Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers' level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers' brand loyalty was higher than Turkish customers', and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers.