An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing

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dc.authorid0000-0001-9597-9351
dc.authorid0000-0001-9597-9351en_US
dc.contributor.advisorFerman, Ali Muraten_US
dc.contributor.authorKurtoğlu, Ali Leventen_US
dc.contributor.otherIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.date.accessioned2020-11-18T12:16:57Z
dc.date.available2020-11-18T12:16:57Z
dc.date.issued2020-01-20
dc.departmentIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.descriptionText in English ; Abstract: English and Turkishen_US
dc.descriptionIncludes bibliographical references (leaves 101-120)en_US
dc.descriptionxv, 193 leavesen_US
dc.description.abstractSince almost two decades conditions that influence consumer purchase behaviour keep on changing in a dynamic manner which result in faster, better, more accurate and more precise managerial decisions’ necessity that are based on deep marketing insights. Although Kotler’s 4Ps and related policies do bare still the same importance to contribute to these marketing insights; How academicians interpret these according to varying conditions of the market structure and human needs, how companies acquire this data , how they apply it to their final solution to make the edge and deliver the superior value, how fast and how much resource they allocate to it, are thoroughly altered by the birth of neuromarketing methods. Having stepped further from baby steps to a more mature but still evolving marketing platform, neuromarketing methods such as fMRI, EEG, Eye Tracking, Virtual reality, Facial Coding and Biometrics make it possible to fill in the gap between how to reach needed consumer intrinsic perceptions and a product’s or service’s quality and/or price evaluation by the consumers amongst other marketing mix elements. This dissertation aims to be an exploratory study and targets to evaluate the perception and attitude among high ranking executive leaders in Turkish Fashion Industry towards applied neuromarketing along with how neuromarketing companies in Turkey that apply these methods and deduct meaningful strategic marketing and management pathways while interpreting the intersection and expose findings about current status along with possible future business solutions for both sides by using in-depth interviews. This dissertation aims to be an exploratory study and targets to evaluate the perception and attitude among high ranking executive leaders in Turkish Fashion Industry towards applied neuromarketing along with how neuromarketing companies in Turkey that apply these methods and deduct meaningful strategic marketing and management pathways while interpreting the intersection and expose findings about current status along with possible future business solutions for both sides by using in-depth interviews. There are three different phases of how the research was conducted. The initial phase includes a comprehensive review of current knowledge on academical databases about theoretical and applied neuromarketing globally as well as locally which aims to shed light on the definition, borders and usability of neuromarketing. The second stage covers in-depth interviews with fashion business leaders and neuromarketing company executives in Turkey which investigates how well neuromarketing is known, applied and what kind of future potentials as well as possible threads it may create for both sides Primary and secondary data are used in those stages to set the correct data. Final stage of the dissertation is about cross-matching the first-hand data with the neuromarketing review with a qualitative analysis and intends to summarize the current status on the perception of neuromarketing on business and the perspective of applicability of it in short- and long-term future.en_US
dc.description.abstractÖzellikle geçtiğimiz yirmi yıllık süreden beri, tüketici satın alma davranışları dinamik bir şekilde değişmeye devam ediyor ve bu da derin pazarlama anlayışlarına dayanan daha hızlı, daha iyi, daha doğru ve daha kesin yönetimsel kararların gerekliliğine ihtiyaç duyulmasına neden oluyor. Her ne kadar Kotler’in 4P prensibi ve ilgili politikaları bu pazarlama anlayışlarına katkıda bulunmak için hala aynı öneme sahip olsa da; Akademisyenler bunları piyasa yapısının ve insan ihtiyaçlarının değişen koşullarına göre nasıl yorumluyor, şirketler bu verileri nasıl elde ediyorlar, üstünlük sağlamak ve üstün değer sunmak için nihai çözümlerine nasıl uyguluyorlar, ne kadar hızlı ve ne kadar kaynak ayırıyorlar, nöropazarlama yöntemlerinin doğuşuyla tamamen değişikliğe uğradı. Bebek adımlarından daha olgun ama hala gelişmekte olan bir pazarlama platformuna adım atan fMRI, EEG, göz takibi, sanal gerçeklik, yüz kodlama ve biyometri gibi nöro ölçüm yöntemleri, ihtiyaç duyulan tüketici içsel algılarına nasıl ulaşılacağı ve bir ürünün veya hizmetin tüketiciler tarafından diğer pazarlama karması unsurları arasında kalite ve/ veya fiyat değerlendirmesine dair boşlukları doldurmayı mümkün kılıyor. Bu doktora tezi bir keşif çalışması olmayı ve Türk moda endüstrisindeki üst düzey yönetici liderler arasında uygulamalı nöropazarlamaya yönelik algıyı ve tutumu değerlendirmeyi hedeflemektedir ve Türkiye'deki nöropazarlama şirketlerinin bu yöntemleri uygulayan ve anlamlı stratejik pazarlama ve yönetim yollarını nasıl yorumladıklarını derinlemesine görüşmeler kullanarak, her iki taraf için gelecekteki olası iş çözümlerinin yanı sıra mevcut durumla ilgili kesişimleri ortaya çıkarmaktadır. Araştırma 3 aşamadan oluşmaktadır. İlk aşama, küresel pazarlamanın yanı sıra teorik ve uygulamalı nöropazarlama ile ilgili akademik veri tabanları hakkındaki güncel bilgilerin kapsamlı bir incelemesini ve nöropazarlamanın tanımı, sınırları ve kullanılabilirliğine ışık tutmayı amaçlamaktadır. İkinci aşama, Türkiye'deki moda iş liderleri ve nöropazarlama şirketi yöneticileri ile derinlemesine yapılan görüşmeleri kapsar ve bu da nöropazarlamanın ne kadar iyi bilindiğini, uygulandığını ve her iki taraf için gelecekteki olası işbirliği potansiyellerin yanı sıra tartışmalar yaratabileceğini araştırmaktadır. Birincil ve ikincil data kaynakları bu aşamalarda kullanılmıştır. Tezin son aşaması, ilk elden verilerin nitel bir analiz eşliğindeki nöromarketing literatür incelemesi ile karşılaştırılması ve iş dünyasında nöropazarlamanın algılanmasıyla ilgili mevcut durumu ve kısa ve uzun süre uygulanabilirlik perspektifini özetlemeyi amaçlar.en_US
dc.description.tableofcontentsINTRODUCTIONen_US
dc.description.tableofcontentsBACKGROUNDen_US
dc.description.tableofcontentsEVALUATION OF THE RESEARCH PROBLEMen_US
dc.description.tableofcontentsTHE RESEARCH SPACEen_US
dc.description.tableofcontentsRESEARCH RATIONALEen_US
dc.description.tableofcontentsRESEARCH METHODOLOGY RATIONALEen_US
dc.description.tableofcontentsAIM OF THE RESEARCHen_US
dc.description.tableofcontentsA FOCUSED EVALUATIVE CONTRIBUTION TO THE APPLICABILTY OF NEUROMARKETING IN TURKISH FASHION MARKETen_US
dc.description.tableofcontentsRESEARCH QUESTIONSen_US
dc.description.tableofcontentsEVALUATION OF APPLIED NEUROMARKETING IN GLOBE AND TURKEYen_US
dc.description.tableofcontentsTURKISH FASHION MARKET TO APPLY NEUROMARKETING METHODSen_US
dc.description.tableofcontentsTHE INDUSTRY THAT SUPPLIES APPLIED NEUROMARKETING TECHNIQUESen_US
dc.description.tableofcontentsTHE INTERSECTION OF SUPPLY AND EXPECTED DEMANDen_US
dc.description.tableofcontentsOBJECTIVESen_US
dc.description.tableofcontentsEVALUATION OF APPLIED NEUROMARKETING IN GLOBE AND TURKEYen_US
dc.description.tableofcontentsTURKISH FASHION MARKET TO APPLY NEUROMARKETING METHODSen_US
dc.description.tableofcontentsTHE INDUSTRY THAT SUPPLIES APPLIED NEUROMARKETING TECHNIQUESen_US
dc.description.tableofcontentsTHE INTERSECTION OF SUPPLY AND EXPECTED DEMANDen_US
dc.description.tableofcontentsSUMMARYen_US
dc.description.tableofcontentsLITERATURE REVIEWen_US
dc.description.tableofcontentsORIGINS OF CONSUMER MARKET DEVELOPMENT AND CONSUMER DECISON MAKINGen_US
dc.description.tableofcontentsHISTORICAL BACKGROUND OF NEUROMARKETINGen_US
dc.description.tableofcontentsTHE CONCEPT OF UNCONCIOUS CONCIOUSNESSen_US
dc.description.tableofcontentsFROM THE PEPSI PARADOX TO THE DISCOVERY OF THE AFFINITY FOR LOUIS VITTON: THE BRANDED BRAINen_US
dc.description.tableofcontentsATTITUDES, PERCEPTIONS, EMOTIONS, MEMORY AND PERSUASIONen_US
dc.description.tableofcontentsATTITUDESen_US
dc.description.tableofcontentsPERCEPTIONSen_US
dc.description.tableofcontentsEMOTIONSen_US
dc.description.tableofcontentsMEMORYen_US
dc.description.tableofcontentsTECHNIQUES OF NEUROMARKETING DATA GATHERINGen_US
dc.description.tableofcontentsCOMMERCIALIZATION OF NEUROMARKETINGen_US
dc.description.tableofcontentsPROVISION OF NEUROMARKETING INSIGHTS TO COMMERCIAL WORLDen_US
dc.description.tableofcontentsAPPLICATION OF NEUROMARKETING INSIGHTS BY THE COMMERCIAL COMPANIESen_US
dc.description.tableofcontentsNEUROMARKETING AND ETHICSen_US
dc.description.tableofcontentsMETHODOLOGYen_US
dc.description.tableofcontentsMETHODOLOGY FRAMEWORK OVERVIEWen_US
dc.description.tableofcontentsRESEARCH DESIGN RATIONALEen_US
dc.description.tableofcontentsQUALITATIVE REASONINGen_US
dc.description.tableofcontentsIN-DEPTH INTERVIEW STRUCTUREen_US
dc.description.tableofcontentsRESEARCH SAMPLE AND THE RELATIVE POPULATIONen_US
dc.description.tableofcontentsDATA COLLECTION METHOD, RATIONALE AND TIME HORIZONSen_US
dc.description.tableofcontentsDATA ANALYSISen_US
dc.description.tableofcontentsETHICAL CONCERNSen_US
dc.description.tableofcontentsFINDINGSen_US
dc.description.tableofcontentsCONTENT ANALYSISen_US
dc.description.tableofcontentsTHEORETICAL AND PRACTICAL OVERVIEW, INSIGHTS AND BUSINESS MODELS OF NEUROMARKETING INSIGHTS PROVIDER COMPANIESen_US
dc.description.tableofcontentsAPPLICABILITY OF THEORY INTO PRACTICE IN THE TURKISH FASHION MARKETen_US
dc.description.tableofcontentsSPECTRUM OF DELIVERABLES AND DELIVERED INSIGHTSen_US
dc.description.tableofcontentsBUSINESS MODEL STRUCTURESen_US
dc.description.tableofcontentsMEETING OF NEUROMARKETING KNOWLEDGE AND USABILITY INSIGHTS WITH TURKISH FASHION MARKETen_US
dc.description.tableofcontentsNEUROMARKETING IN TURKISH COMMERCIAL MARKET PLACEen_US
dc.description.tableofcontentsGLOBAL AND LOCAL INCORPORATED APPLIED MARKETING TOOLSen_US
dc.description.tableofcontentsREQUIREMENTS FOR THE APPLICATION OF GATHERED NEUROMAKETING DATAen_US
dc.description.tableofcontentsAPPLIED GATHERED CONSUMER INSIGHTS FROM THE TURKISH FASHION MARKETen_US
dc.description.tableofcontentsRETURN OF INVESTMENTen_US
dc.description.tableofcontentsCURRENT DEMANDS AND THE FUTURE PERSPECTIVE OF COMMERCIAL COMPANIESen_US
dc.description.tableofcontentsREVIEW AND EXTENSIONS OF THE FINDINGSen_US
dc.description.tableofcontentsFLOWING WITH THE CURRENT OR AHEAD OF TIMEen_US
dc.description.tableofcontentsCONSUMER DECISION MAKING – CULTURAL AND SOCIOECONOMIC DIFFERENCESen_US
dc.description.tableofcontentsEMPOWERED CONSUMERS OR EMPOWERED COMPANIESen_US
dc.description.tableofcontentsPRIORITIZED ROI ON A DIFFERENT TIME ZONEen_US
dc.description.tableofcontentsREGULATORY AND ETHICAL CONCERNS – ARE WE READY?en_US
dc.description.tableofcontentsCONCLUSION AND RECOMMENDATIONSen_US
dc.description.tableofcontentsCONTRIBUTION TO ORIGINAL KNOWLEDGE AND METHODOLOGY: POTENTIAL THEORETICAL CONTRIBUTIONSen_US
dc.description.tableofcontentsORIGINAL CONTRIBUTION TO MULTIDICIPLINARY MARKETING PRACTICE IN TURKEY: FUTURE IMPLICATIONS FOR COLLECTORS OF NEUROMARKETING INSIGHTS, USERS AND CONSUMERSen_US
dc.description.tableofcontentsLIMITATIONS AND FUTURE RESEARCH DIRECTIONSen_US
dc.description.tableofcontentsKEY EMPIRICAL ORIGINAL RESEARCH FINDINGS AND SUMMARYen_US
dc.description.tableofcontentsIN-DEPTH INTERVIEW QUESTIONSen_US
dc.description.tableofcontentsIN-DEPTH INTERVIEW FOR TURKISH NEUROMARKETING INDUSTRY KEY OPINION LEADERSen_US
dc.description.tableofcontentsIN-DEPTH INTERVIEW FOR TURKISH FASHION INDUSTRY KEY OPINION LEADERSen_US
dc.description.tableofcontentsIN-DEPTH INTERVIEW CONSENT FORMen_US
dc.description.tableofcontentsIN-DEPTH INTERVIEWSen_US
dc.description.tableofcontentsBOYNER - MR. SERDAR SUNAYen_US
dc.description.tableofcontentsKOTON - MR. YILMAZ YILMAZen_US
dc.description.tableofcontentsLC WAIKIKI - MR. VAHAP BEYAZen_US
dc.description.tableofcontentsMAVİ - MRS. ELIF AKARLILAR AND MRS. SERPIL BERKANen_US
dc.description.tableofcontentsVAKKO - MR. RIFAT ELHADEFen_US
dc.description.tableofcontentsNEUROLEDGE - MR. EMRE ACARen_US
dc.description.tableofcontentsNEUROMAR - MS. SEDA GENÇen_US
dc.description.tableofcontentsTHINKNEURO - MS. EDA OCAKen_US
dc.description.tableofcontentsBRAND FINANCE RANKINGS FOR 2016, 2017, 2018 TURKEYen_US
dc.description.tableofcontentsBRAND FINANCE RANKINGS TURKEY 2016en_US
dc.description.tableofcontentsBRAND FINANCE RANKINGS TURKEY 2017en_US
dc.description.tableofcontentsBRAND FINANCE RANKINGS TURKEY 2018en_US
dc.identifier.citationKurtoğlu, A. L. (2020). An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing. İstanbul: Işık Üniversitesi Sosyal Bilimler Enstitüsü.en_US
dc.identifier.urihttps://hdl.handle.net/11729/2919
dc.institutionauthorKurtoğlu, Ali Leventen_US
dc.language.isoenen_US
dc.publisherIşık Üniversitesien_US
dc.relation.publicationcategoryTezen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subject.lccHF5415.12615 .K87 2020
dc.subject.lcshNeuromarketing -- Turkey.en_US
dc.subject.lcshMarketing.en_US
dc.subject.lcshClothing trade -- Turkey.en_US
dc.subject.lcshFashion merchandising -- Turkey.en_US
dc.subject.lcshMarketing executives -- Turkey.en_US
dc.subject.lcshConsumer behavior -- Psychological aspect.en_US
dc.titleAn exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketingen_US
dc.title.alternativeUygulanabilir nöropazarlamanın moda endüstrisi ve nöropazarlama liderleri üzerindeki algısı üzerine keşfedici bir araştırmaen_US
dc.typeDoctoral Thesisen_US
dspace.entity.typePublication

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