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The Impact of Advertising Content on Purchase Intention: A Moderated Mediation Model of Attitude toward the Product and Environmental Concern

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: The Impact of Advertising Content on Purchase Intention: A Moderated Mediation Model of Attitude toward the Product and Environmental Concern
Author(s): Bilge Nur Ozturk, Serkan Akinci
Volume: 10
Number: 1
Year: 2019
Page: 277-296
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.168
Abstract
In this research, the effect of advertising content on purchase intention through the consumers’ attitudes towards behavior depend on their environmental concern have questioned. For this purpose, two experiments were carried out using manipulated printed advertising banners. Three basic findings have been reached. First, results were support for the moderator role of environmental concern between advertising content and attitude toward behavior. Second, consumers’ attitudes toward behavior were determined to have a mediating role between advertising content and intent to purchase. The third finding is that the relationship between ad content and purchase intention, through the consumers’ attitude toward behavior were affected by the level of environmental concern. The research is based on the Planned Behavior Theory, which has a widespread use rate in consumer behavior studies. The research carried out in this framework has two important contributions. The first is that, within the conceptual model proposed, it has been determined when the consumer’s environmental concern affects green consumption behavior. Secondly, the research is carried out through the experimental design method through advertisements.

Keywords: Advertisement content, attitude, purchase intention, green consumption, environmental concern

JEL Classification: M30, M31, M37

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Determination of Packaging Design Factors Affecting Product Preferences by Part-Worth Conjoint Analysis: A Study on Organic Soap Products

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: Determination of Packaging Design Factors Affecting Product Preferences by Part-Worth Conjoint Analysis: A Study on Organic Soap Products
Author(s): Meltem Kiygi Calli, Semih Kilic
Volume: 10
Number: 1
Year: 2019
Page: 259-276
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.167
Abstract
The purpose of this study is to determine the effects of different packaging designs on consumer purchase intention and to determine the most effective packaging design. For this purpose, different factors in the packaging design are determined and the effect of each factor on the consumers’ purchase intentions is investigated. In this study, the factors of the packaging design are the shape, color of the packaging and the writing style on it. In order to determine the most important factor of the packaging design, which affects the consumers’ purchase intentions, online survey method is applied and data are collected. Different packaging designs are generated and the respondents are asked to rate the different design combinations according to their purchase intention. Data are analyzed by part-worth conjoint analysis method. As a result, the packaging design, which has an effect on consumers’ preferences and purchase intentions and has the highest importance rate, has been determined for the organic soap product. It has been analyzed whether the benefit factor differs according to the demographic characteristics of the participants. Additionally, the market segments obtained by benefit-based segmentation, one of the market segmentation methods, are also investigated in this study.

Keywords: Package Design, Purchase Intention, Conjoint Analysis, Part-Worth, Benefit-Based Segmentation

JEL Classification: M30, M31, M39

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Political Marketing, Word of Mouth Communication and Voter Behaviours Interaction

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: Political Marketing, Word of Mouth Communication and Voter Behaviours Interaction
Author(s): Resul Ozturk, Suzan Coban
Volume: 10
Number: 1
Year: 2019
Page: 245-258
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.166
Abstract
Political actors aim at persuading voters, who are the key elements of target market in order to win election by gaining a higher vote potential than their opponents. Whether voter preferences are shaped by political elements or by the effects of social environment has become the focus of the studies within the relevant literature. The main purpose of this study is to determine the effect of political marketing activities and word of mouth communication and to determine mediator role WOM communication on voter behaviours. The study is conducted in Konya on a sample consisting of 432 voters and the size of which is determined by convenience sampling method by using face-to-face survey method. Political marketing, word of mouth communication and voter behaviours are confirmed by structural equation modelling through confirmatory factor analysis. As a result of the study, political marketing activities and word of mouth communication are found to have a positive effect on voter behaviour. Furthermore, it is determined that word of mouth communication have mediator role in the effect of political marketing activities on voter behaviours.

Keywords: Political Marketing, Word of Mouth Communication, Voter Behaviours

JEL Classification: M31, D72

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The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites
Author(s): Mustafa Emre Civelek, Adnan Veysel Ertemel
Volume: 10
Number: 1
Year: 2019
Page: 233-243
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.165
Abstract
This paper attempts to clarify the underlying mechanism behind purchase decision on B2C e-commerce web sites. Research question of the study is to investigate the interaction between brand equity, perceived value and purchase intention in B2C e-commerce context by specifically questioning the direct and indirect effects within the process. Firstly, the hypotheses in the conceptual model were tested. Secondly, post-hoc analyses were conducted to clarify the mediator roles of perceived value and brand loyalty. Sub dimensions of brand equity are namely brand awareness, brand association and brand loyalty. As a result of post-hoc analyses, partial mediator roles of perceived value and brand loyalty have been proved for each variable. But the most prominent finding of this study is the disappearing of the relations between brand associations and brand loyalty and between perceived value and purchase intention after including all the variables into the global research model. This result, particularly, supported the joint mediator roles of perceived value and brand loyalty.

Keywords: Brand Equity, Perceived Value, Purchase Intention

JEL Classification: M10, L81, M31

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Comparison of Political Behaviour Perceptions of X and Y Generations

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: Comparison of Political Behaviour Perceptions of X and Y Generations
Author(s): Ayse Elvan Pehlivan, Latife Kilicsal, Duygu Kizildag
Volume: 10
Number: 1
Year: 2019
Page: 219-231
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.164
Abstract
Employees within the organization, which is also a political structure, conduct various behaviors in order to gain power or to stand up for their self. These behaviors, which are defined as political behavior, can create obstacles or negativities for other employees while they benefit from some of the employees and evaluate them positively. The political perception of behaviors and their positive or negative evaluations depends on the people, situation or time. Also, different generations can evaluate political behaviors from the varied perspective. In this context, the study aims to investigate the effect of generational differences on organizational political behavior perception. For this purpose, interviews with assumption questions based on three different scenarios were conducted with eight participants, who are the academic staff of Afyon Kocatepe University Faculty of Economics and Administrative Sciences. After one-to-one interviews conducted as a pilot study, it was determined that generational differences have not a significant effect on the perception of political behavior.

Keywords: Generation, Generational Differences, Political Behavior, Perception of Political Behavior

JEL Classification: D23, L20, M10

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The Mediating Role of Loneliness at Workplace on the Trust in Colleagues on Organizational Identification

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: The Mediating Role of Loneliness at Workplace on the Trust in Colleagues on Organizational Identification
Author(s): Seval Aksoy
Volume: 10
Number: 1
Year: 2019
Page: 203-218
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.163
Abstract
The aim of this study was to determine the teachers’ trust in their colleagues and their loneliness at work and their impact on their identification with their organizations. The research’s data was collected from the teachers working in public schools in Kadıköy District of Istanbul in 2016-2017 academic year by using a questionnaire. The collected data were interpreted using SPSS and SEM statistical programs. According to the results, there were significant relationships between trust in colleagues and loneliness at workplace, and loneliness and organizational identification at workplace, as well as trust and organizational identification among colleagues. In addition, the main motivation of the study is the mediation effect of loneliness at workplace and it has been determined that there is a full mediation effect between trust and organizational identification for colleagues.

Keywords: Trust in colleagues, Loneliness at workplace, Social friendship, Emotional deprivation, Organizational identification

JEL Classification: D23, M10, M12, O15

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The Moderation Effect of Self-Esteem and Social Role Identities on the Impact of Organizational Prestige on Organizational Identification

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: The Moderation Effect of Self-Esteem and Social Role Identities on the Impact of Organizational Prestige on Organizational Identification
Author(s): Esra Cinar, H. Nejat Basim
Volume: 10
Number: 1
Year: 2019
Page: 187-201
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.162
Abstract
This study aimed to manifest the moderation effects of self-esteem and social role identity (local/cosmopolitan identity) on the relationship between organizational prestige and organizational identification. In order to test the research model, data were collected from 419 individuals working in private and public sectors by using questionnaire method. By using structural equation model and hierarchical regression model, the research model was analyzed. In consequence of the analyses run, a significant and positive relationship was found between organizational prestige and organizational identification. Then, the moderation effect of self-esteem on the relationship between these variables was analyzed. The results showed that high self-esteem had a significant effect on this relationship. On the contrary, it was understood that there was no significant effect of medium self-esteem on this relationship. Then, the moderation effect of social role identity (local/cosmopolitan) on the impact of organizational prestige on organizational identification was investigated. The results showed that cosmopolitan identity had a moderating effect on the relationship between organizational prestige and organizational identification but local identity had no moderating role on this relationship.

Keywords: Organizational prestige, organizational identification, cosmopolitan identity, local identity, self- esteem

JEL Classification: D23, M10

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The Mediating Role of Psychological Empowerment in the Effect of Leader-Member Exchange on Work Engagement

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: The Mediating Role of Psychological Empowerment in the Effect of Leader-Member Exchange on Work Engagement
Author(s): Didem Ozturk Cifci
Volume: 10
Number: 1
Year: 2019
Page: 167-186
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.161
Abstract
In this research, it is aimed to determine the effect of leader-member exchange on work engagement and the mediating role of psychological empowerment on this effect. The hypotheses formed within the framework of the research model were evaluated by using the data set from 186 participants working in textile sector and the statistical analysis programs. As a result of statistical analysis, the research findings showed that the effect of the leader-member exchange on work engagement and psychological empowerment and finally psychological empowerment on work engagement. The result of the study also confirm the fully mediating role of psychological empowerment in the positive impact of leader-member exchange on employees’ work engagement, expressed in the main hypothesis of the study. It can be interpreted that the fully mediating role, verified by the research results, allows leaders to delegate authority to their subordinates with the sense of confidence created by the leader-member exchange and increase the engagement of psychologically empowered employees with this authority transfer. In the discussion and conclusion part of the study, the obtained results were compared with the literature.

Keywords: Leader-Member Exchange, Work Engagement, Psychological Empowerment, Mediation Effect

JEL Classification: D23, j24, M54

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Analysis of Quality Focus Leadership on Quality Performance by Structural Equation Modelling

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: Analysis of Quality Focus Leadership on Quality Performance by Structural Equation Modelling
Author(s): Bulent Yildiz
Volume: 10
Number: 1
Year: 2019
Page: 149-165
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.160
Abstract
In this study, the effect of quality-focused leadership on education, customer and employee relationships and quality performance was investigated. In addition, the effect of training on the customer and employee relationships has been examined. For this purpose, survey data were collected from 170 manufacturing companies operating in Gaziantep, Kahramanmaraş and Adıyaman. The data were analyzed by the structural equation model. As a result of the analysis made, it was found that the quality-focused leadership has a significant effect on training, employee relations, customer relations and quality performance positively. It was found that education significantly influenced customer relationships and employee relations positively.

Keywords: Quality-focused leadership, training, customer and employee relationships, quality performance

JEL Classification: M10, M11, C12, C13, C83

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Relationships among Leader Effectiveness, Learning Orientation, Effective Communication, Team Creativity and Service Innovation in the Service Sector

 
Article Information
Journal: Business and Economics Research Journal
Title of Article: Relationships among Leader Effectiveness, Learning Orientation, Effective Communication, Team Creativity and Service Innovation in the Service Sector
Author(s): Zafer Adiguzel
Volume: 10
Number: 1
Year: 2019
Page: 131-148
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.159
Abstract
If the companies in the service sector do not express themselves correctly and do not provide the required service, they fall behind in the competition race and have to leave the sector. Thus, the effect of leadership within senior managers on employees is reflected in organisation performance, which gain more importance every day. The purpose of this study is to analyse the relationships between the variables of leader effectiveness, learning orientation and effective communication, and team creativity and service innovation. As a result of our analyses, it was determined that leadership effectiveness and learning orientation have a positive impact on effective communication, team creativity, and service innovation. This indicates that if an organisation has effective leadership and learning orientation, it positively contributes to effective communication, team creativity, and service innovation in the service sector. 348 questionnaires collected from white-collar employees were used for evaluation; factor and reliability analysis were conducted on the Likert scale questions; correlation analysis was carried out to examine the relationships between variables; regression analysis was performed to test the hypotheses.

Keywords: Leadership Effectiveness, Learning Orientation, Effective Communication, Team Creativity, Service Innovation

JEL Classification: L20, L84, M10, D83

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