Browsing by Author "Kiygi-Calli, M."

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A Holistic Empirical Approach To Marketing Activities and Performance Interaction in Banking Industry: the Mediating Role of Customer-Based Brand Equity
(Emerald Publishing, 2025) Akdogan, C.B.; Uray, N.; Ulengin, B.; Kiygi-Calli, M.
Purpose: This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity. Design/methodology/approach: We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions. Findings: We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical. Originality/value: This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry. © 2024, Emerald Publishing Limited.
Rethinking Performance Measurement in Esports: How Games Shape Coaching Priorities for Amateur Player Development
(SAGE Publications Inc., 2025) El Oraiby, M.; Kiygi-Calli, M.
With the rising popularity of esports, the demand for effective performance assessment methods has become critical for coaching practices. Esports performance evaluation remains a complex task due to the unique demands of different games and the dynamic nature of the esports ecosystem. Additionally, the effectiveness of performance indicators in evaluating amateur players in the early stages of their careers remains unclear. To investigate this, we conduct expert interviews with head coaches of three distinct team games, Valorant, PUBG Mobile, and League of Legends, to uncover critical factors that coaches consider in evaluating amateur player performance. Our findings reveal fundamental challenges that question the validity of standardized indicators for performance measurement. Coaches highlighted that while quantitative metrics, such as in-game statistics, are commonly used in tracking player progress, they must be carefully contextualized within the unique demands of each game and the team dynamics. Moreover, coaches underscore that soft skills are as determinant as individual technical skills for fostering future career success in esports, particularly in team-based games where communication and stress management play a crucial role. These findings highlight the need for a more nuanced, coach-driven approach to performance assessment for amateur players. This exploratory study suggests that performance measurement frameworks need to account for context-dependent competencies and player career development in esports. © The Author(s) 2025
The Mystique of Luxury Products
(Emerald Group Publishing Ltd., 2018) Kiygi-Calli, M.
The spending capacity of the middle-income class increases with growing economies. With this increase, luxury goods are not only consumed by rich people alone. For this reason, luxury brands are expanding their target population and enriching their products and services accordingly. Thus, the luxury market which addresses the middle-and upper-middle-income groups is changing and its importance is increasing. In this chapter, the definition of luxury, the classification of luxury goods, the requirements of the luxury marketing mix (product, price, distribution and promotion) and applied strategies are examined. This chapter also covers how luxury products have authentic features, premium and masstige brands, fake luxury products that are the exact copies of original luxury brands, and how and why this fake luxury market grows. At the end of the chapter, the luxury market in Turkey, which has been growing rapidly, especially in recent years, is examined in detail and all the features of the market are presented. It is expected that this market will continue to grow in the future, as a large number of tourists from nearby regions, Central Asia and Arab countries come to Turkey to buy luxury branded products and services. © 2018 by Emerald Publishing Limited. All rights reserved.
Understanding Customer Conversations in Social Media Support Interactions: Divergent Sentiments in Material and Experiential Brands
(Emerald Publishing, 2025) Kiygi-Calli, M.; Merdin-Uygur, E.; Önden, A.; El Oraiby, M.
Purpose – This study aims to investigate how customer sentiments differ in social media interactions with customer support accounts of material and experiential brands. It seeks to understand the impact of these interactions on customer sentiment dynamics and their implications for customer support strategies. Design/methodology/approach – Drawing on experiential recommendation literature, this study employs a sentiment analysis approach to analyze 60, 000 tweets directed at customer support accounts of three experiential and three material brands on X (formerly known as Twitter). Regression analysis is also applied to investigate the influence of post characteristics and content types (e.g. emojis) on sentiment. Findings – Results reveal significant differences between material and experiential brands in both overall sentiment and sentiment evolution during customer support interactions. Conversations with experiential brands exhibit more positive overall sentiments; whereas interactions with material brands demonstrate a greater positive sentiment shift despite initially exhibiting more negative sentiments. The findings also show that tweet length is a strong predictor of customer sentiment. Originality/value – This research underscores the unique roles of material and experiential brands in shaping customer sentiment during social media interactions. The study provides novel insights into online customer support dynamics and offers actionable recommendations for improving after-sales management strategies in social media contexts. © 2025 Emerald Publishing Limited