Yazarlar

• Avci, Ibrahim(1)
• Okan, Serdar(1)

• MakaleAçık Erişim2026Scopus SJRQ4/r/gumushane/12173
  Understanding Loyalty in the Aviation Sector: The Mediating Role of Perceived Value between Brand Equity and Loyalty

  Okan, Serdar

  This research examines the mediating role of perceived value in the relationship between brand equity and passenger loyalty, focusing on Turkish Airlines. Data were gathered from 569 passengers of Turkish Airlines and were analyzed by using EFA in SPSS and CFA in SmartPLS. The results indicate that brand equity significantly has an indirect impact on passenger loyalty (β = 0.112, P = 0.011). In addition, although brand equity has a positive effect on perceived value (β = 0.240, P < 0.001), perceived value also has a positive effect on loyalty (β = 0.493, P < 0.001). The results also indicate that perceived value partially mediates the effect of brand equity on loyalty (β = 0.118, P < 0.001). Such findings imply that post-flight communication with the company, passengers’ feedback opportunities and efficient service problem resolution might result in an increase of perceived value fostering customer loyalty. There appears to be a significant underestimation of the importance of the direct effect and of its impact on the indirect effects of brand equity. This study bridges the research gap by analyzing perceived value as a mediator between brand equity and loyalty, focusing on Turkish Airlines.

  İncele
• MakaleAçık Erişim2023/r/gumushane/16603
  Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage

  Avci, Ibrahim

  This research focuses on the materialistic tendencies and conspicuous consumption behaviors of consumers, especially in today's social media age. The research's goal is to determine the effect of materialistic tendencies on conspicuous consumption behavior and to investigate the role of social media usage in mediating this effect. The data were collected in this context using a prepared survey form, and 596 consumers participated in the survey during the data collection process. SPSS and AMOS programs were used to analyze the collected data. As a result of the analyses, it was discovered that the materialistic tendency had a positive and significant effect on both conspicuous consumption behavior and social media usage; it was also discovered that social media usage had a positive and significant effect on conspicuous consumption behavior. Furthermore, it was determined that social media usage has a partial mediation in the effect of materialistic tendency on conspicuous consumption behavior; in other words, a portion of the effect of materialistic tendency on conspicuous consumption behavior is realized through social media usage. Suggestions for both theory and practice were made in light of these findings.

  AtıfWoS2·OpenAlex3

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