Browsing by Author "Ozsacmaci, Bulent"

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Exploring the Effect of Consumers' Food-Related Decision Making Styles on National Brand Vs. Store Brand Choice
(intl inst Social & Economic Sci, 2016) Demirgunes, Banu Kulter; Ozsacmaci, Bulent
It is important for marketers to understand the individuals' buying decisions in a competitive environment. The concept of decision making style is one of the key determinants of consumers' behavioral patterns. This study aims to explore the effects of consumers' decision making styles on buying national and store branded food products. To examine consumer decision making styles, Sproles and Kendall's (1986) The Consumer Style Inventory (CSI) is adopted in the study. The framework of this study is based on eight consumer decision making style, expected to shape consumers' national and store brand choice on food products. The empirical analysis is based on data obtained from consumers living in Kirsehir, a city in Turkey. Questionnaires was handed over to 500 customer of retail stores both selling national and their own brands. Firstly, exploratory factor analysis is used to confirm the model, then multiple regression analysis is used to test the hypothesis and to compare consumer's national and store brand choice, in the context of their decision making styles. The study is expected to help retailers develop suitable strategies for national and store branded food products. In fact it is important to develop a certain and an accurate understanding of consumers' decision making styles for successful marketing and advertising strategies. Besides, different marketing strategies for both national and store branded food products can be tailored to the characteristics of consumers.
Messaging Brand Experience: Brand Ethicality, Brand Trust, Brand Attitudes
(Taylor & Francis Ltd, 2026) Ozsacmaci, Bulent; Kilic, Tamer; Dursun, Tolga; Celik, Suleyman
Messaging applications (e.g. WhatsApp/Telegram/Signal-type platforms) have become high-frequency touchpoints within integrated marketing communications. This study examines how the brand experience of messaging applications translates into brand attitudes through two parallel mechanisms: perceived brand ethicality and brand trust. We theorize that ethicality and trust serve as communication signals that arise from interface-level design and governance choices, such as plain-language privacy notices, granular consent flows, visible encryption and reliability cues, and third-party assurances. Using survey data from active messaging users, we validated the measurement model via CFA and tested a parallel-mediation structure with bootstrapped indirect effects. Results indicate that messaging brand experience exerts a positive direct effect on brand attitudes and significant indirect effects through both brand ethicality and brand trust, confirming that persuasion in messaging hinges on credibility and transparency signals embedded in the journey. Robustness checks across alternative specifications support these findings. Theoretically, the paper integrates behavioural foundations of persuasion with corporate communication by reframing governance artefacts as source/message credibility cues that shape ethical inferences and risk reduction. Managerially, the results recommend making ethical and reliability signals salient within messaging flows, aligning privacy-by-default language with value propositions, and orchestrating assurance elements across channels to improve attitudes and downstream performance.
Citation - WoS: 10
Turkish Consumers' Perceptions and Consumption of Organic Foods
(Academic Journals, 2011) Özsaçmacı, Bülent; Ergin, Elif Akagun; Ozsacmaci, Bulent; Uluslararası Ticaret ve Finansman
The organic food market in Turkey has experienced a significant growth over the past decade. The goal of this paper is to explore Turkish consumers' nature of demand for organic food products. The effect of four factors, consumer trust, health considerations, environmental benefits and availability, on the frequency of organic food product purchases is analyzed. The survey study takes place in Istanbul and Ankara, Turkey with the participation of 215 consumers. The results of this study indicate that the main reasons for purchasing organic foods are that consumers believe them to be healthier, tastier, fresher and that organic products are environmentally friendly.