Browsing by Author "Gurce, Merve Yanar"

Now showing 1 - 4 of 4

Citation - WoS: 2
Citation - Scopus: 3
Consumer Complaining Behavior in Banking: the Influence of Brand Image on Brand Forgiveness and Negative Word-Of
(Palgrave Macmillan Ltd, 2022) Tosun, Petek; Gurce, Merve Yanar; Yanar Gürce, Merve
This study has established a conceptual model regarding the impacts of brand image, which consists of two subdimensions, corporate social responsibility (CSR) image and personnel image, and brand trust on brand forgiveness and consumer complaining behavior in retail banking. Through a quantitative analysis, the findings showed that favorable CSR image and personnel image positively influence brand forgiveness, reducing negative word-of-mouth in cases of service failures. However, brand forgiveness does not stop consumers from voicing their complaints directly to the firm. Consumers with lower brand trust, brand forgiveness, and brand image are more likely to voice their complaints to third parties.
Citation - WoS: 7
Citation - Scopus: 16
Cryptocurrencies as a Means of Payment in Online Shopping
(Emerald Group Publishing Ltd, 2024) Al Reshaid, Faisal; Tosun, Petek; Gurce, Merve Yanar; Yanar Gürce, Merve
PurposeCryptocurrencies are becoming increasingly attractive as alternatives to traditional currencies. Although many retailers accept cryptocurrencies as a means of payment in online shopping, consumers' cryptocurrency adoption intention in online shopping (CCAI) is still low. This study aims to investigate the influence of attitudes, subjective norms, consumer trust, financial literacy and fear of missing out (FOMO) on CCAI.Design/methodology/approachA quantitative research approach was followed using a consumer survey. Hypothesized relationships were tested through regression and mediation analyses.FindingsThe results revealed that consumers could accept cryptocurrencies as a means of payment in online shopping. Attitudes, subjective norms, consumer trust and financial literacy directly and positively influence CCAI, while they indirectly affect CCAI through the mediating impact of FOMO.Practical implicationsMarketing managers should improve consumers' knowledge about cryptocurrencies and trust in online shopping to increase CCAI. Social media marketing can be appropriate, while the advertising content can address keeping up with others and staying connected.Originality/valueThis study addresses a critical gap in the literature by empirically examining the antecedents of CCAI within an original conceptual model based on the theoretical framework provided by the theory of planned behavior. Attitudes, subjective norms, trust and financial literacy influence CCAI, where FOMO plays a significant role as a mediator.
Financial Well-Being, Voluntary Simplicity, and Ethical Fashion Consumption
(Taylor & Francis LTD, 2025) Guner, Elif; Gurce, Merve Yanar; Tosun, Petek; Yanar Gürce, Merve
This study investigates ethical fashion consumption (EFC) with an original conceptual model based on the theory of planned behavior (TPB). The TPB framework was expanded to include financial well-being and voluntary simplicity. The research model was tested in a two-stage study with 117 participants from Turkey and 72 from Kuwait. Regression analyses were conducted in SPSS. The prominent finding in both studies was the significant impact of financial well-being on perceived behavioral control (perception of the ability to perform a behavior) and voluntary simplicity (a lifestyle choice to consume less), and, consequently, on EFC. However, the impact of attitudes on EFC was not significant in either study. Subjective norms were a significant predictor of EFC in Study 1 but not in Study 2. The findings support an extended TPB framework that integrates financial well-being and voluntary simplicity to better explain EFC. The results point out that fashion marketers can significantly benefit from having a deep (rich) product line regarding ethical options. Price, convenience, and reachability can be used as differentiation and positioning elements in the product line. Marketers may also offer products that appeal to various consumer segments regarding financial well-being and voluntary simplicity.
Citation - WoS: 7
Citation - Scopus: 7
Reducing Consumer-Brand Incongruity Through Corporate Social Responsibility and Brand Trust: Exploring Negative Word-Of (nwom)
(Wiley, 2024) Tosun, Petek; Cagliyor, Sandy Ipeker; Gurce, Merve Yanar
Drawing upon consumer-brand disidentification theory and balance theory, this study examines symbolic and ideological incongruity in consumer-brand relationships through an original conceptual model shaped by negative past experiences, brand trust, perceived corporate social responsibility (CSR), and negative word-of-mouth (NWOM). A preliminary study was conducted to explore the dimensions of consumers' negative past experiences by topic detection. Latent Dirichlet allocation (LDA) topic modeling was undertaken to analyze online consumer reviews (n = 6095) about a coffee chain brand. The dimensions detected in this preliminary study were included in the research model and further analyzed in the main study. The main study, a cross-sectional consumer survey (n = 522), tested the original research model by way of partial least squares structural equation modeling (PLS-SEM) on SmartPLS. The findings showed that negative past experiences consisted of product-related, service-related, and technology-related problems and negatively influenced brand trust. It was found that brand trust and perceived CSR negatively affected symbolic and ideological incongruity, while symbolic and ideological incongruity positively influenced NWOM. The findings provide empirical evidence for balance theory by showing that the three critical domains of consumer-brand relationships (ideological, symbolic, and experiential) provide a complex cognitive model that covers personal-symbolic and moral-societal aspects of consumer-brand disidentification and consequent NWOM intentions. In line with consumer-brand disidentification theory, the results contribute to the literature by demonstrating the direct negative impacts of brand trust and perceived CSR on symbolic and ideological incongruity, as well as the direct positive impacts of symbolic and ideological incongruity on NWOM.