Brand experience is the conceptualization of the brand's design, identity, packaging and connection that will remind the brand's perceptual, cognitive, emotional and behavioral reflections. In brand studies, mostly brand behavior, attitudes and feelings are analyzed. The brand experience arises not only under a general constraint or emotion situation but also in a more customized and detailed combination of feelings, perceptions, emotions and behaviors. This combination points out that brand consumers evaluate the brands and companies not only with the general sense or general behavior but also with more complex combinations. Brand's organizational reputation arises not only from brand's reputation of being a reliable brand, but also from emotional appeal, products and services, vision and leadership, workplace environment, which are also associated with factors such as social and environmental responsibility and financial performance. Brand experience influences the formation of this multifactorial brand reputation. The consumers in contact with the brand perceive the reputation of the brand they consume according to their experience in an environment where technology and market change constantly. This research examines the role of technological and market uncertainty which is a dimension of environmental uncertainty on the relationship between brand reputation and brand experience, which has emotional, behavioral and intellectual dimensions.
Individuals, especially in the management level, who are distinguished with their employee identity in their respective workplaces in the unity of social life, highly interact with each other. It is evident that in this process wherein the individuals interact with each other, their attitudes towards each other affect the process of creating mutual behaviors and perceptions. On one hand individuals may harm each other through unethical or counterproductive behaviors and on the other hand, even if there is no intention to harm, the behavior of the individual with whom one interacts can be perceived as aggressive. All these scenarios cause anger rumination in individuals, which can be defined as one's contemplating over the reasons of behavior or attitudes through anger while spending a lot of time. Meanwhile, anger can be defined as creating a negative emotion towards any cognitive assessments, psychological changes and tendencies of action. That this process of creating emotions is evaluated for a long period of time via rumination may lead to the assumption that the affects of the employee change due to anger rumination. On the other hand, the employee creativity emerging during the activities of individuals in their respective workplaces depend on a highly emotional evaluation. This study has been prepared to determine whether, especially in the case of white-collar workers experiencing anger rumination, that has an effect on their individual creativity. The relation between the anger rumination and the employee creativity constitutes this study's distinctive aspect. The data obtained from this research propose that the creativity is a basic need of companies and that determining the impact level of the anger rumination on the creativity and taking counter-measures against the anger rumination may contribute to the building of an innovative company in a competitive market.
In the 21st century, great progress with information and communication technologies brought a dizzyingly fast transformation. It is possible to say that reflections on some terms like glocalization and transnationality, emerging as a natural consequence of this transformation, are increasingly important in this connected world where everything is lived and consumed fast. While technological improvements and social transformations are blurring the boundaries between countries, the scope of transportability is widening. In this process, consumer as a concept was also affected from this expansion and the term of “transnational consumer” is to become more popular. This period of change has also reduced the differences between domestic or local shopping experience from shopping abroad which used to be perceived as luxury that only high income group can afford. Addition to this, with the help of credit cards physical difficulties stemmed from holding cash faded away and this facilitated shopping abroad without the hassle of currency exchange in a different country market. In this study, credit and bank card usages in shopping and cash withdrawals by Turkish consumers abroad have been investigated to understand whether there are specific patterns or trends.
Although humor at workplace provides positive results for the brands and intraorganizational management, there are only a few theorized studies proving this fact in the literature. Studies on humor at workplace can be mostly seen in the organizational behavior literature. Humor can be considered as a very critical component for both the internal customers and external customers in the marketing literature. Humor is effective in creating consumer perceptions and loyalty through various marketing channels and additionally, can be considered as a very important concept for maintaining the holistic marketing approach in internal marketing practices. Behaviors and attitudes of marketing department managers with different humor styles can increase cohesion among employees and maximize their performance. This study examines the effect of humor styles of the marketing department managers on the internal marketing practices under the moderating role of persuasive communication variable.
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