Browsing by Author "Aytaç, Muhammed Bilgehan"
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Child images affect sports fans’ prosociality and aggression
Aytaç, Muhammed Bilgehan; Bilir, Hüsnü (Elsevier, 2024)This study explores the effect of child images in advertisements on financial support provided by team fans-including the intention to buy licensed club products-and reported aggression toward rival team fans. An online ... -
Ends justify the means! Attitude toward ambush marketing
Aytaç, Muhammed Bilgehan (Emerald Publishing, 2021)Purpose This study explores why consumers view ambush marketing as an ethical marketing approach. Design/methodology/approach A qualitative study was devised to investigate what ambush marketing means to those consumers ... -
Fatalism and donation intention: who is more in control of their own life?
Aytaç, Muhammed Bilgehan (Institute for Ionics, 2024)To date, consumer psychology literature has ignored the role of fatalistic beliefs in donation intention. Two subsequent quantitative survey studies (Ns = 289; 350) address this issue by investigating consumers’ fatalistic ... -
Hatzfeld syndrome: Narcissistic postpurchase state of mind
Aytaç, Muhammed Bilgehan; Akın, Eyüp (John Wiley and Sons Inc, 2020)Although consumer behavior literature has analyzed narcissistic consumers in detail, little is known about their post-purchase attitudes and behaviors. With the help of the grounded theory approach, this study investigates ... -
Hygiene anxiety and brand love of consumers: lessons from Covid-19 pandemic
Aytaç, Muhammed Bilgehan; Akın, Eyüp; Özal, Halit (Kafkas Üniversitesi, 2023)The current study analyzed the hygiene anxiety of consumers within the context of the COVID-19 pandemic. Hygiene anxiety means the state of being worried about the cleanliness of purchased or to-be-purchased products/services ... -
Investigating everyday sadistic consumption within dark tetrad
Aytaç, Muhammed Bilgehan (Academic Press Inc., 2024)An experimental study on a non-WEIRD sample (N = 337; Turkish consumers) was conducted on how the traces of sadism can be empirically found in daily consumption behaviors. Intention to visit a tourist destination in which ... -
Makeup consumption and islamic religiosity
Karabulut, Feyzan; Aytaç, Muhammed Bilgehan; Akın, Eyüp (Springer Science and Business Media B.V., 2020)Topics of prominence Abstract The current study aims to analyze the makeup consumption of Muslim women, which is a controversial issue in the Islamic world. Motivational factors that lead to face makeup wearing intention ... -
The role of overt and covert narcissism in virtual goods purchase motivations and intention
Türkmen, Ahmet; Aytaç, Muhammed Bilgehan (Springer, 2023)With more and more people engaging in virtual environments, the virtual goods market is highly profitable and expanding rapidly. Literature to date suggests that people buy in-game content with many different motivations ... -
Sinsi veya uyanık pazarlama(?); kavramsal çerçeve ve örnek olaylar
Aytaç, Muhammed Bilgehan (Marmara Üniversitesi, 2017)Günümüzde büyük organizasyonlara özellikle Olimpiyatlar gibi dev sportif etkinliklere sponsor olma maliyeti uç noktalara ulaşmış durumdadır. Firmalar arası yoğun tutundurma rekabeti bu alanda da kendini göstermeye başlamış ... -
Tele pazarlama verilerinin birliktelik kurallarıyla ve crısp-dm yöntemiyle analiz edilmesi
Aytaç, Muhammed Bilgehan; Bilge, Hasan Şakir (Aksaray Üniversitesi, 2013)Veri madenciliği ile pazarlama arasındaki yoğun etkileşim günümüz işletmelerinde yaygın bir hal almıştır. Veri tabanı pazarlaması adlı yeni bir anlayış doğmuş, işletmeler müşteri bölümleme ve müşteri ilişkileri gibi konularda ... -
Tüketicilerin narsisizm üzerinden markaya yönelik tutum ve davranışlarının incelenmesi
Aytaç, Muhammed Bilgehan (Aksaray Üniversitesi Sosyal Bilimler Enstitüsü, 2019)Narsisizm (özseverlik) kavramı mitolojik bir öyküden esinlenerek yaratılmış ve basit olarak fazlasıyla şişirilmiş olumlu öz tanımlama olarak tanımlanmıştır. Bilimsel olarak ilk defa Freud tarafından 20. yüzyılın başlarında ...
