The main purpose of this study is to examine the relations between brand trust, brand affect, attitudinal loyalty and behavioral loyalty. In this regard, an online survey was conducted on sports shoe consumers in Turkey. 428 consumers participated in the survey which has been open for two months on the relevant web page. Hypotheses, which were proposed within the framework of the research model, were tested with structural equation modeling. The results indicate that there is a positive relation between brand trust and brand affect. Brand trust is also positively related to both attitudinal loyalty and behavioral loyalty. Contrary to expectations, brand affect exerted no significant impact on behavioral loyalty.

This study aims to examine perceived risk and its impact on consumers' attitudes towards private label brands. In order to achieve this aim, a field research was conducted on private label consumers in Turkey. 413 consumers attended the survey. According to the findings, the dimensions of the perceived risk towards private labels were determined as "financial risk", "physical risk", and "social risk". The perceived risk consisting of these dimensions has a negative influence on the attitudes towards private labels. In addition, negative correlations were found between each risk dimension and attitudes.

The purpose of this study is to examine the relationships among utilitarian and hedonic values, brand affect and brand trust in the smart phone industry. In this regard, an online survey was conducted on smart phone consumers in Turkey. Online consumers participated in the survey which took place in the relevant web page. The hypotheses were tested using structural equation modeling. The findings indicate that utilitarian and hedonic values significantly influence brand affect, and brand affect has a significant impact on brand trust. While utilitarian value is positively related to brand trust, hedonic value is found to have no significant influence on brand trust.

The purpose of this study is to investigate the effects of social media-focused information & communication technologies on business performance via some mediating variables. These mediating variables are marketing-based outputs and costs. In this context, a survey was conducted on 152 communication & advertising agencies operating in Turkey that were selected through convenience sampling method. A research model was developed and the proposed relationships were tested using structural equation modeling via AMOS. The empirical findings indicate that social media-focused information & communication technologies positively affect the business performance via the mediation of marketing-based outputs and costs.

The competition in the mobile telecommunication industry has intensified with the removal of obstacles to number portability among mobile service providers (GSM operators). Thus, the operators in the industry further increase their investments in loyalty programs and seek to effectively reach both current and potential customers by participating in social media tools which are intensely used by those customers. One of the social media tools mostly used by today's customers is Facebook. Firms can create contents that contain various messages and develop various applications (apps) via Facebook. The aim of this study is to investigate the applications developed by the firms of the mobile telecommunication industry via their Facebook pages and to test the effect of these applications on customer loyalty. In this regard, a survey based empirical research was conducted on the subscribers of GSM operators in Turkey who followed the official Facebook pages of these operators. The findings indicated that Facebook applications of mobile service providers had a significant influence on customer loyalty. The study also revealed that the most exploratory dimensions of Facebook applications were customer relations applications and informative applications.