Browsing by Author "Akpınar, Ezgi"
Now showing items 1-7 of 7
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Drivers of cultural success: the case of sensory metaphors
Akpınar, Ezgi; Berger, Jonah (2015)Why do some cultural items catch on and become more popular than others? Language is one of the basic foundations of culture. But what leads some phrases to become more culturally successful? There are multiple ways to ... -
The effect of self-enhancement and regulatory focus on word of mouth
Akpınar, Ezgi (2016)Word of mouth is one of the main drivers that shapes consumers’ decisions.With the advent of social media, consumer reviews, opinions about brands propagate ata higher spread and reach masses. Thus, giving the rising ... -
Valuable virality
Akpınar, Ezgi; Berger, Jonah (2017)Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers. While some campaigns indeed go "viral," their value to the brand is limited if they do not boost ... -
Value integration effects on evaluations of retro brands
In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between ...
