Publications
Publications in Refereed Academic Journals
Tolunay, A. and Ekizler, H. (2021). Analyzing online shopping behavior from the perspective of Youtube: Do vlog content and vlogger characteristics matter. OPUS–International Journal of Society Research, 18(41), 3041-3065. DOI: 10.26466/opus.874722.
Midilli, F. and Tolunay, A. (2021). “An Exploratory Study On Turkish Consumers’ Attitude And Purchase Intention Towards Green Products”. Dokuz Eylül Üniversitesi Sosyal Bilimler Dergisi, 23(1), 249-270.
Tolunay, A. ve Önder Aydın, G. (Aralık 2020) Bilgilendiren Reklamlar mı Daha Etkili Duygulandıran mı? Harvard Business Review Türkiye.
Toker, A.; Seraj, M.; Kuscu, A.; Yavuz, R.; Koch, S. and Bisson, C. (2016) “Social Media Adoption: A Process Based Approach” Journal of Organizational Computing and Electronic Commerce (SCI), 26 (4),344-363.
Saglik Ozcam, D.; Kuscu, A. and Yozgat, U. (2015) “Understanding Mobile Advertising Acceptance: An Integrative Approach” International Journal of Marketing Communications (SSCI), 13(4), 376-397.
Kuscu, A. and Saglik Ozcam, D. (2014). "Analyzing Factors Affecting Repurchase Intention During Gezi Park Brand Protests". European Journal of Business and Management, 6 (38), 177-188.
Kuşçu, A., Koçoğlu Sazkaya M. and Vatansever Durmaz, İ. B. (2020). “Kurumsal Yetkinlik İle Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşleşmesi Ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 22(1), 163-179.
Kuşçu, A.,Koçoğlu Sazkaya, M. and Vatansever Durmaz, İ. B. (2020). “Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü”. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 160-172., Doi: 10.18026/Cbayarsos.525188
Kuşçu, A. and Yozgat, U. (2019). “What Drives Consumers To Buy Online? A Study On Exploring Online Consumer Behavior”. Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 10(19), 74-103.
Kuşçu, A. (2019). “Analyzing The Link Between Sales Technology Use And Sales Performance”. Marmara University Institute of Social Sciences Oneri Journal, 51(14), 112-127.
Kuşçu, A. and Okan, E. (2010). “An Exploratory Study on the Perceived Dimensions of Employer Branding”. Marmara University Institute of Social Sciences Oneri Journal, 34(9), 119-130.
Book Chapters
Tolunay, A. ve Kirezli, Ö. (2021). Pandemi Dönemi Tüketicisinin Dürtüsel Satın Alım ile İmtihanı: Duygular mı Hakim İrade mi?. Muhasebe Organizasyon Pazarlama Anlayış, Tartışma ve Gelişmeler Cilt 2. Şahin karabulut (Ed.). pp (311-333). Ankara: Gazi Kitabevi. (ISBN: 978-625-7358-87-3)
Kuşçu, A. (2021). Antecedents and Consequences of Brand Love: The Interplay Between The Self, Engagement and Attachment Consequences. Ankara: Gazi Yayınları.(ISBN: 978-625-7315-43-2)
Kuscu, A. (2020). Inconspicuous Luxury Consumption: Another Form of New Luxury? in P. Rodrigues & A. Pinto Borges (Eds.) Building Consumer-Brand Relationship in Luxury Brand Management. pp. (65-85). IGI Global. Hershey: USA
Kuscu, A. (2020). Employer Branding in The Digital Era in T. Semerádová &P. Weinlich (Eds.) Impacts Of Online Advertising On Business Performance. pp. (28-51). IGI Global. Hershey: USA
Kuscu, A. (2019). Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy in U. Akkucuk (Ed.) The Circular Economy and Its Implications on Sustainability and the Green Supply Chain. pp. (213-229). IGI Global. Hershey: USA
Kuscu, A. (2017). Sosyal Medyada Marka Yönetimi (Brand Management in Social Media) in H. Yildiz (Ed.) Sosyal Medyanın İş Yaşamındali Yeri. pp (285-296). Istanbul: Beta yayınları.(ISBN: 9786052421437)
Saglik Ozcam, D. and Kuscu, A. (2014). Yükselen Pazarlara Giriş Stratejilerinde Dikkat Edilmesi Gereken Unsurlar (Factors to be Considered in the Introduction to Emerging Markets Strategy). in M. Sümersan Köktürk; E. Çobanoğlu; M. Yalçın; İ. Eren Erdoğmuş & T. Dirsehan (Eds.). Pazarlama Vizyonunu Genişleten Yeniden Doğan Pazarlar. pp (197-216). Istanbul: Beta yayınları. (ISBN: 978 605 333151 3)
Publications in International Conference Proceedings
Tolunay, A. (2021). Önemsediğim İçin Beni Daha Mı Çok Seviyorsun? Sosyal Mesafeye Dikkat Çekmek İçin Yapılan Logo Değişimlerinin ve Marka Antropomorfizminin Marka Aşkı Üzerine Etkisi. 25. PPAD Pazarlama Kongresi.
Kuscu, A (2019). “A Study on The Influence of Downward Brand Extensions on Consumer Responses” PPAD, Kuşadası, Turkiye
Kuşçu, A. (2019). Hate is Such A Strong Word! Or is it?. Amswmc - Academy Of Marketing Science World Marketing Congress
Kuscu, A. and Hesapci, O. (2017) “Antecedents and Consequences of Brand Love: The Interplay between the Self, Engagement and Attachment Consequences” EMAC Holland.
Toker, A.; Seraj, M.; Kuscu, A.; Yavuz, R.; Koch, S. and Bisson, C. (2015) "Social Media Maturity and Social Media Intention by SME's". International Marketing Trends Conference.
Kuscu, A. (2014) "An Organizational Outcome Model of Interactive Advertising". 19th International Conference on Corporate and Marketing Communications in Milan, Italy.
Kuscu, A. and Saglik Ozcam, D. (2014) "Understanding Important Factors Affecting Repurchase Intention during Brand Protests". 13th EBES Conference in Istanbul, Turkey.
Kuscu, A. and Okan, E. (2012) “Does Ethnocentrism Matter to Brand Equity? Turkish Consumers’ Perceptions of Foreign and Domestic Brands”. International Marketing Trends Conference.
Kuscu, A. and Okan, E. (2010) “Reclaiming Myths About Rising Power of Private Labels in Economic Crisis”.YIRCoBS’10 Conference Proceedings.
Awards
Academy of Marketing Conference (2020) - Best Paper Award in Consumer Behaviour Research.
Some Supervised Graduate Theses
Emine Kübra Topçuoğlu (2019) “Effects Of Attitudinal Functions in Counterfeit Purchase Intention”
Fulya Midilli (2018) “An Exploratory Study On Turkish Consumers' Attitude And Purchase Intention Towards Green Products”
Şahnaz Ekşioğlu (2018) “The Role Of Market Orientation On Business Performance: An Emprical Analysis With A Retail Sector Service Firms in Turkey”
Başak Kuru (2019) “The Effect Of Perceived Csr Authenticity On Consumer Desire For Revenge Following Service Failure”
Necati Emre Gündüz (2019) “Examination Of The Relation Between Consumer's Trust – Loyalty Within Relationship Marketing in Industrial Markets
Özlem Başak Yılmaz (2018) “Assessment Of Customer Based Brand Equity And its Impact On Hospital Selection İntention in Private Health Care Enterprises
Aybike Güler (2017) “Factors Generating Premium Value Perception”
Beril Erem (2019) “Customer Engagement in Social Media And Purchasing Behavior in Online Environments”
Ece Gülfem Akıntürk Özdemir (2019) “Adoption Of Blockchainin The Banking Industry And Its Effects to Employer Branding”
Sarra Daimi (2019) “The Effects Of Social Media Influencers On The Customer-Brand Relationship"
