Browsing by Author "Ulengin, Burc"

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Citation Count: 0
Economic contractions and effectiveness of marketing activities: a case from the automotive industry
(Palgrave Macmillan Ltd, 2024) Uray, Nimet; Ulengin, Fusun; Ulengin, Burc; Beyhan, Hidayet; Sirkeci, Kubra; Aydin, Gizem Kaya
Environmental and market factors play an essential role in shaping the evaluation of the strategy and performance of organizations as well as moderating these relationships. This study examines how the effectiveness of different marketing actions changes in the passenger car industry by considering brand-based data during economic contraction, which most countries experience, especially during and after the COVID-19 era. Different marketing activities' effectiveness means examining each action's impact on performance. Performance is measured by sales volume and market share through quarterly data between 2010 and 2018, while advertising, pricing, and distribution are considered marketing actions in this study. The model is estimated using the fixed effect panel estimated generalized least square. The results support that price competitiveness and investing in advertising, including social media during recessions, are two critical factors enhancing performance through sales volume in the car segment covered in the study. In addition, distribution intensity positively influences the sales volume of each car brand and model, while this effect does not change during the recession. In the case of performance measurement through market share, the total impact of advertising expense on performance during a downturn is found to be zero in contrast to the sales volume-based analysis. The price-related result is found to be in a similar direction, while distribution hurts performance during economic contraction. Unlike most studies in the literature, the study offers the opportunity to discuss the impact of economic contradiction, both in an understudied industry and in a sub-sector/segment where competition and sales are intense.
Citation Count: 0
A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity
(Emerald Group Publishing Ltd, 2024) Uray, Nimet; Uray, Nimet; Ulengin, Burc; Kiygi-Calli, Meltem
PurposeThis paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.Design/methodology/approachWe use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.FindingsWe find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.Originality/valueThis study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.