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Öğe The effect of brand-relationship quality on positive word-of-mouth intention(IEOM Society, 2021) Akın, Mahmut Selami; Doğan, OnurMeasurement and management of consumer relationships with brands are critical issue that marketers have focused on for years. The quality of the relationship between the consumer and brand affects behavioral intention in favor of the brand. This research aims to reveal the effect of consumer-brand relationship quality (BRQ) on positive word-of-mouth (WoM) intention. The BRQ components were applied on the sample of private university students in Istanbul, Turkey. The questionnaire form with 5-point Likert scale was distributed and 199 valid surveys were obtained. Cronbach's Alfa was examined to internal consistency of the scales, and exploratory factor analysis was conducted to assess constructive validity. Multiple regression analysis resulted in love/passion, commitment, and self-connection, which are the dimensions of BRQ, have a positive WoM intention. On the other hand, the intimacy factor has no significant effect.Öğe Examining the attitude toward halal food products: The case of a private university(International Business Information Management Association, 2018) Akın, Mahmut Selami; Okumuş, AbdullahCompanies, governments, and consumers have considered the halal food products with the increase in the number of products certified as halal across the local and global markets. The purpose of the study is to investigate the consumer's attitudes toward halal food products in a private university sample. Accordingly, the effect of subjective knowledge, awareness, perceived risk and behavioral tendency to attitude toward halal food products is investigated. Factor analysis and multiple regression analysis are conducted on data obtained from the valid 153 surveys. Depending on the results, a psychological risk which is a factor of perceived risk, and behavioral tendency affect the attitude toward halal food products.
