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The publications section includes all my studies which has
been published by third parties such as book publishers,
journals or conferences and / or academic studies conducted
previously.
The first section includes my books, second section includes
articles published in several resources and finally you can find
my research studies completed till now.
BOOKS
The Dynamics of Sponsorship: Leveraging Brand Equity in
Postmodern Markets
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Author: Dr. Edin Güçlü Sözer
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Publishing Date: April 2010 |
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Publisher: LAP-Lambert Academic Publishing |
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ISBN: 978-3-8383-5565-8 |
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Number of Pages: 201 |
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Book Site:
http://www.amazon.com |
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A newly popular member of
the integrated marketing communications strategy is the
sponsorship of events. Currently, sponsorship activities
hold an important share in overall communication budget
of brands. This trend also increases the expectations on
the return and financial contribution of these
investments. This book provides a comprehensive analysis
of sponsorship dynamics as well as the exploration of
the relationship sponsorship involvement on customer
based brand equity (CBBE). The book explains the details
of the research study which measures the effects of
sponsorship involvement on CBBE and provides a
discussion on the results of the research together with
the explanation of implications for brand managers.
The comprehensive analysis of
sponsorship dynamics and the theoretical model developed
make this book a valuable source of information for both
researchers and brand managers. For researchers, the
book opens a gate for further research to explore the
effects of sponsorship on consumer behavior. For brand
managers, it provides a guide for getting effective
results in sponsorship involvement as well as to
increase the return on these investments.
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Postmodern Marketing: PIM Model for Leadership in Brand Age
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Author: Dr. Edin Güçlü Sözer |
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Publishing Date:
June 2009 |
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Publisher:
Beta Basım Yayım Dağıtım A.Ş. |
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ISBN:
978-605-377-067-1 |
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Number of Pages:
243 |
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Book Site:
http://www.postmodernpazarlama.com |
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The world experiences a very fast and
strong change in all aspects of the business world... The change
causes to the emergence of three new dynamics of the market
which in return create major problems for the market players...
High Competition = Difficulty in
customer acquisition and low profitability.
Communication Clutter = Selective
and non-responsive target segment.
Strong Consumers = Difficulty in
sustaining customer loyalty.
This book approaches to the marketing
function from postmodern perspective and provides a roadmap
which is composed of three strategies for handling the problems
of the contemporary markets. The primary aim of the book is to
be an information resource for academicians, students and other
readers. In addition to this, the book aims to provide a vision
and roadmap to corporate success for retail business owners and
professionals. |
Internet Commerce: New
Ecosocial System (NES) and Trade Points
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Author: Dr. Edin Güçlü Sözer, Mustafa Emre Civelek
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Publishing Date: April 2003 |
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Publisher:
Beta Basım Yayım Dağıtım A.Ş. |
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ISBN: 975-295-222-4 |
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Number of Pages: 440 |
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Book Site:
http://www.internetticareti.net |
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We
experience a radical paradigm shift since 1980's which is called
"Internet Revolution". The purpose of this book is to take a
snapshot of the current situation in order to understand what
does this revolution mean and how will effect the business in
the coming future. As of today, how the business is affected by
this revolution and what kind of radical changes we will face as
the result of this irreversible change stream? The main purpose
of this book is to answer these types of questions.
Business on the internet platform is analysed with all
dimensions. This book covers many new and challenging ideas,
models and perspectives which many of them can be regarded as
revolutionary approaches. The target group covers wide range of
segments such as instructors, new beginners, students and
professionals. |
ARTICLES
Critical Success Factors in
Postmodern Era - January 2010
 It
is not a difficult task to see and estimate how much difficulty
exists in the markets for those companies which don't have any
strategic orbits. Similar to human being life stages, companies
also have different problems which should be faced during their
business life stages. When we trace back from the marketing
discipline perspective, we realize that the companies faced
different types of problems during the long period starting from
production and seller oriented market structure to
customer oriented one. If we define the previous periods as the
conventional and modern eras, then we can call the new period as
"Postmodern Era" including totally new dynamics and rules of
success.
This article includes both the
analysis of the postmodern era's dynamics and the solution
of the problems which are caused by the new dynamics. This
articles is placed in the Abdullah Bozgeyik's new book titled
"Sales and Marketing Stories" which is completed with the
contribution of 32 authors in 2009.
How Does Event Sponsorship
Help in Leveraging Brand Equity?
- December 2009
Sponsorship of events is a popular strategic communication tool
which helps managers to exploit the equity of their brands.
Based on the results of empirical research, this paper explains
how brand managers can leverage the equity of their brands via
event sponsorship. Critical factors leading to success in event
sponsorship are explained in detail.
This
article has been published in Journal of Sponsorship
Vol. 3 / 1 from Henry Stewart publications. In order to get
additional information and to read the article you can visit the
following link.
How Does Event Sponsorship Help in
Leveraging Brand Equity? - Journal of Sponsorship Vol.3
E-Tailing and Consumer
Behavior - March 2008
 In
our present day it is widely believed that internet will
become the dominant channel in the near future for personal and
business communication as well as commercial relations due to
the fact that usage of internet goes widespread especially in
societies which completed the transformation from conventional
economic and social systems to the New Ecosocial System (NES).
Based on this view it is expected that the volume of e-commerce
will keep growing geometrically and will capture considerable
share from brick and mortar business.
This paper intends to provide some
information on the differences between the physical and virtual
retail environments from the consumer behavior stand point. The
main motives of shopping online are explained and proper
tactical moves on the marketing aspects are proposed in order to
acquire more customers.
This paper has been published in "Bizim
Market" journal in March 2008.
For additional information please contact the
author.
Entrepreneurship and
Marketing in Crisis - October 2007
 According
to the economists, the world experienced around 148 regional and
global scale crisis till the end of 2008. Although the number of
crisis is huge, our learning efficiency and performance on
finding effective ways to cope with these crisis are not
sufficient.
This paper intends to provide an insight to
business owners and professionals for understanding the ideal
ways of turning the crisis into the growth and market capturing
opportunities.
This paper has been published in the book
named "Krizlerden Yükselerek Çıkın" by Abdullah Bozgeyik in
2007.
For additional information please contact the
author.
Three Dimensional Market
Strategy Model for Click Only B2C Firms - June 2005
 The
world has experienced a dramatic change since 1980s in terms of
technology and one of the consequences of these developments is
commercialization of Internet with e-commerce applications.
Although the vast amount of e-commerce transactions and volume
belong to Business to Business (B2B) part today, Business to
Consumer (B2C) e-commerce volume also grows rapidly as well.
This promising part of e-commerce will constitute a substantial
percentage of total retail sales in United States in 10 years.
This paper proposes a model of market
strategies that will help to “click only” B2C firms to implement
the best strategy at their current situation. The model proposed
is a three dimensional strategy guide that recommends the proper
market strategies by taking into consideration the product type
that the firm sells, the position of the firm in the market and
the status of the market.
The paper has been published in conference
proceedings of International Conference on Business, Economics
and Management of Yaşar University (2005).
For additional information please contact the author.
RESEARCHES
The Effect of Sponsorships
on Customer Based Brand Equity (CBBE)
A newly popular member of the integrated
marketing communications strategy is the sponsorship of events
such as sports, arts, entertainment, fairs and festivals.
Despite the increasing share of sponsorship in overall
communication expenditure, the existence of limited number of
studies in the literature on sponsorship concept with
contradictory results caused the lack of well constructed and
empirically supported model of sponsorship effects on customer
based brand equity (CBBE).
The research is focused on the measurement of
the effect of sponsorship involvement on brand equity and on the
identification of the determinants of an effective sponsorship
program. The event chosen was a spring fest of a well known
university in Turkey. Subjects were undergraduate students of
the university.
Results of the study showed that sponsorship
involvement has some immediate effects on the brand awareness
and perceived quality dimensions of the brand equity. These
effects are dependent to the sponsor brand’s category. Moreover,
three sponsorship factors, namely category charisma, attitude
toward the sponsor and perceived congruence between the sponsor
brand and the event are found to be effective on the brand
equity of the sponsor. Sponsorship perception is found to be
moderating the effect of these sponsorship factors on brand
equity.
The research is conducted in June 2007.
For additional information please contact the
author.
The Effect of Consumer
Perceptions on the Patronage Intentions
The research on “The Effect of Consumer
Perceptions on the Patronage Intentions” is conducted in a well
known coffee shop chain in Turkey. Subjects were the customers
of this coffee shop chain. The aim of the research was to find
out the strength and direction of factors which affect patronage
intentions of consumers and to determine the differentiability
of both patronage intentions and these factors across different
consumer segments.
The result of the research showed that product, service and
environment related factors have considerable impact on the
patronage intentions of consumers. These three factors create a
customer experience together which in turn positively affect the
perceptions and intentions of consumers.
The research is conducted in December 2004.
For additional information please contact the author.
Factors Affecting Patronage
Intentions of Gas Stations Towards Banks
The research is conducted in cooperation with
a well known gasoline company in Turkey to determine the factors
which affect the patronage intentions of the gas stations
towards banks. Subjects were the owners of the gas stations. The
research measured the effect of several factors such as
organizational, financial, relational, environmental and
location based factors.
The result of the research showed that organizational (strong
financial institutions) and relationship based (close relations,
quality service) factors prevail other factors such as financial
(terms and conditions) factors in shaping the patronage
intentions of gas stations.
The research is conducted in April 2002.
For additional information please contact the author. |
edin@edinguclusozer.net