For the purpose of paving the way for reducing environmental pollution globally, adapting green energy to people’s lives in more areas is seen as a good solution. The strategic plan implemented to prevent possible energy and water shortages in the future includes cleaning the environment and air from carbon emissions as soon as possible. Countries are taking mandatory sectoral and individual measures to remove the use of CO2-based fuels. As a part of the sustainable development process for Turkey, which is trying to convince its individuals to use more green energy, it is important for society to adopt more electric vehicles. However, there are few internationally accepted studies on the adoption of EVs in Turkey, and a limited number of studies include individuals’ environmental concerns (EC) and green trust (GT) structures. In this research, which we started on the basis of filling this literature gap by taking behavioral factors into account, we expand the TPB framework (subjective norm (SN), attitude (AT), and perceived behavioral control (PBC)) with the “EC” and “GT” constructs. So, with this research, we examine the behavioral factors that affect the intention to purchase electric vehicles (EVPI) of consumers residing in Turkey, based on the theory of planned behavior. Thus, we aim to reveal the barriers to the adoption of EVs in Turkey with an empirical application and SEM analysis. The first phase includes a review of the literature, adaptation of the survey, and development of the hypotheses. The second phase involves conducting a survey with 626 consumers whose information was obtained from four dealers in Turkey. We used Cronbach’s alpha and CFA analyses on the data obtained from the survey. In the final phase, we performed an SEM analysis for our extended theory of planned behavior (ETPB) and hypotheses. The CFA results revealed that the survey showed compatibility with EV purchase intentions. The SEM results indicated that the behavioral constructs of AT, PBC, EC, and GT were positively correlated with EV purchase intentions, and our new ETPB model, extended with EC and GT, was suitable for predicting consumers’ EVPI, suggesting that EVPI are a result of behavioral constructs. This study is unique for being the first in Turkey to focus on whether the factors of EC or GT can predict consumers’ EVPI. On the other hand, it was found that SN had a negative effect on consumers’ EVPI, and this result was in agreement with some studies in the literature and contradicted by others. In addition, we make suggestions based on the findings of the research to the country and related sector managers in order for the country to progress at a level that will set an example for other developing countries in its sustainable development plan. This study contributes to the EVs industry by revealing the consumers’ responses and increasing their marketing efforts. Our findings constitute a comprehensive example for further research on sustainable consumption, EVs, EVPI, and ETPB.

One of the contributions of digitalization to cyclical change is the adoption of Omnichannel Marketing (OM) as a new marketing strategy for brands. In this research, we examined whether the quality of integration (INQ) in omnichannel environments has an effect on brand equity (BE) and its dimensions (brand loyalty (BL), brand association and brand awareness (BAS), and perceived quality (PQ)) within the framework of a structural model. We aim to expand the limited number of INQ research areas. In this context, in the first stage of our research, we conducted an online survey consisting of three parts with the consumers of the Nike luxury sportswear brand, which is in 11th place in the global brand value ranking, residing in Turkey from the developing countries. In the second stage of the analysis, we performed CFA for scale reliability and validity. Crobach’s alpha, AVE and CR values for all factors of the scale exceeded the threshold values in the literature. In addition, the goodness-of-fit values of the scale, which were checked for compliance with the research, exceeded the threshold values. In the third stage of the analysis, we performed SEM analysis to test the model of the study and the assumptions of the study. The SEM results of our research confirmed the assumptions established between INQ and BE and its components in the context of OM. SEM results revealed that INQ had the highest effect (0.93) on BAS and PQ and the least effect (0.86) on BL, and INQ affected BE with 0.90. The results of this research, which examines the predictors of brand equity and its components, offer implications for OM, INQ, BE subject areas that have not been empirically analyzed despite increasing knowledge and still having limitations in theoretical information. Our research is unique, as it is the first study to empirically examine the relationship between INQ and BE and its components in the context of OM. The research on omnichannel applications is quite limited. This study brings a conceptual extension to the literature on omnichannel strategies, INQ and OM, whereas they presented the necessary reasons for managers to provide INQ in an omnichannel environment in order to increase brand equity, with an empirical application. In addition, the most important benefit of this research is that it shows brand owners and managers and brand marketers a way to set up the omnichannel system toward circular revolution.

This study aims to develop a framework that enables green marketing practices to regulate the performance evaluation criteria (GFBPC) of consumers and green furniture brands in the Marketing 4.0 period and to prioritize green furniture brands. The first stage was the literature review and decision-making group; it included GFBPC and the selection of three green furniture brands with the highest market value in Turkey. We then applied AHP to determine and prioritize benchmark weights, and TOPSIS to rank the performances of selected brands by GFBPC. We performed SA to test the accuracy of the findings. The results revealed that the Co-creation of Value and Pricing criteria have the highest value, and “Brand Y” is the best. Among the evaluation contributions of the study are a new understanding of green furniture performance criteria, and an integrated framework for new application methods for green marketing. With the Marketing 4.0 period, it is among the first of its kind to offer sustainable solutions to evaluate green marketing practices and increase the performance of green furniture brands in this regard. The results can help furniture industry stakeholders understand ways to compete in the green market and sustainable development.

Stratejik yönetim genel olarak işletmelerin hedeflediği amaçları ve bu amaçlara erişmek için izleyeceği yolları ifade etmektedir. Başarılı bir stratejik yönetim sürecinin uygulanması, hem iç ve dış fırsatların daha iyi değerlendirilmesine hem de tehditlerin bertaraf edilmesi için daha uygun tedbirlerin alınmasına yardımcı olmaktadır. Güçlü yönleri, zayıf yönleri, fırsatları ve tehditleri içeren SWOT analizi, araştırmacıların veya planlamacıların iş hedeflerini belirlemelerine ve önceliklerini belirlemelerine ve bu hedeflere ulaşma stratejilerini daha da belirlemelerine yardımcı olan bir tekniktir. Bu çalışmanın temel amacı, Türkiye'de mobilya sektörünün mevcut durumunu sunarak meta-analiz ve nitel bir bakış açısı ile analiz etmektir. Mobilya sektörü, dünyanın en gelişmiş sektörlerinden biridir. Türkiye, ormanlık alanı geniş bir coğrafya olduğu için mobilya üretiminde kullanılacak ham maddelere ulaşmak diğer ülkelere göre çok daha kolaydır. Tüm endüstriyel koşulları değerlendirmek için, mobilya sektörü SWOT görünümünde ele alınmıştır. SWOT çıktılarına bağlı olarak, bazı ilgili stratejiler tartışılmıştır. Tahminler, Karabük'te bulunan mobilya sektöründe faaliyet gösteren bir işletme üzerinde uygulama ve koşulların ele alındığı bir vaka çalışması ışığında yorumlanmıştır. Mobilya sektöründe faaliyet gösteren, çalışmada üzerinde durduğumuz işletmeye başarılı bir stratejik yönetim sürecinin uygulanması, hem iç ve dış fırsatların daha iyi değerlendirilmesine hem de tehditlerin bertaraf edilmesi için daha uygun tedbirlerin alınmasına yardımcı olacaktır. Küresel ölçekli gelişmeler karşısında özellikle talep ve rekabet açısından kırılgan bir yapıya sahip olan bu işletmenin gelecekteki belirsizliklere karşı daha iyi pozisyon alması için stratejik yönetim kavramını tartışmaya açması gerekmektedir.

Relationship marketing is based on the efforts of businesses to attract potential customers and to establish and maintain long-term relationships with the customers they own. Applications such as gifts, discount applications, points, cards to strengthen customer relationships belong to relational marketing. The GSM sector has become synonymous with technology and is a large sector that realizes these applications. The aim of managers when using these applications is to create a customer base that is dependent on them and to gain brand loyalty. The thought guiding the study is that relationship marketing practices have an impact on brand loyalty. The data of the study are collected through a face-to-face questionnaire method with 323 participants from GSM users. The regression analysis was conducted on the data by using the SPSS 24.0 program and the results are interpreted in the light of the established hypotheses. According to the findings of the research, the perception of brand loyalty does not change depending on the type of GSM operator used by the participants, the duration of the participants' use of the GSM operators, age, profession, and income of the participants. However, brand loyalty perceptions differed significantly by 54% according to the education level of the participants. The hypotheses of the study are verified and it is concluded that relationship marketing practices have a significant and positive effect on both behavioral brand loyalty and attitudinal brand loyalty. The study is expected to contribute to both the academic marketing literature and managers.