This study aims to understand the potential effect of consumer based brand equity (CBBE) on purchase intention for a wide range of consumer companies. CBBE is assessed using a model based on Aaker's approach, consequently ...

Bu araştırmanın amacı kullanımları dünya genelinde hızla yaygınlaşmakta olan mobil ödeme sistemlerini kullanma niyetleri üzerine etki eden faktörlerin belirlen- mesi ve kişisel yenilikçiliğin bu ilişkiler üzerindeki aracılık ...

This study aims to understand the factors affecting the attitude towards and adoption of gamified systems, which are receiving increasing interest worldwide as they can be used for attitude change and increasing user ...

The purpose of this study is to understand the effect of innovativeness on consumer attitudes towards mobile payment systems. The mobile wallet application of one of the mobile network operators in Turkey was chosen as the ...

Mobile devices and related services are attracting the interest of both marketing academicians and professionals as well as entrepreneurs. Mobile applications (apps) that work on these devices are promoted as individual ...

Purpose – Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing an international health-care ...

Bu çalışma içerisinde günümüzde kullanımı istikrarlı bir şekilde artış gösteren lüks tüketim ürünleri sözel olmayan iletişim bakış açısından ele alınmıştır. Karşı cinse mesaj verme (sinyalleşme) aracı olarak lüks ürünlerin ...