This study targets to measure the effect of dynamic pricing offers on the purchase intentions of consumers for a winter holiday by taking into consideration a moderated mediator role of perceived risk on this effect. The study employs an experimental design with discount level and timing of the offer (offer recency) as the manipulated conditions. The findings confirm that discount offers have positive direct effect and perceived risk has a negative direct effect on purchase intentions. The levels of discount and perceived risk, independently from each other, determine the level of purchase intentions. On the other hand, the effect of discount offers on purchase intentions is mediated by the perceived risk level of consumers. Finally, the timing of the discount offers moderates the effect of perceived risk on purchase intentions and eventually generates a moderated mediation role for perceived risk on the influence of discount offers on purchase intentions. Based on the findings of this study, some practical implications are provided.

The objective of this study was to identify the determinants of personal norm and to measure the effect of personal norm on green purchasing behavior as well as a possible mediating role of consumer LOHAS orientation in the effect of personal norm on green purchasing behavior in the hospitality context. A field study was designed to measure the hypothesized effects, and 418 consumers who regularly purchase summer holidays in hotels were included in the survey. Structural Equation Modeling (SEM) was employed in order to test the proposed hypotheses. The results confirm that social norm, the ascription of responsibility, and the attitude towards green purchasing behavior are the determinants of personal norm. Personal norm is found to affect both the green purchasing behavior and the LOHAS orientation of consumers. The results of the study also confirmed that LOHAS orientation does not mediate the effect of personal norm on green purchasing behavior due to the dominance of personal norm’s effect on LOHAS orientation. Academic as well as managerial implications are provided in the Discussion. The Conclusion provides the most important academic and practical contributions of the study, limitations related to the generalizability of the findings, and recommendations for future studies.

In today’s markets, which are characterized with the strong competitive environment, successful customer retention is the ultimate target for all brands to survive. A strong Customer Based Brad Equity (CBBE) is an important competitive enabler which helps brands to generate satısfactory returns on their marketing investment and get them closer to their customer retention targets. However, this does not assure the unconditional retention and loyalty of consumers since the relationship is subject to continuous interactions between the brand and consumers which may eventually result in satisfactory as well as unsatisfactory customer experiences. This study contributes to the marketing literature by conceptualizing the Customer Based Brand Tolerance (CBBT) construct and develop and validate a scale which measures the CBBT strength of brands in a retailing context. In line with this target, the scale was developed and validated by following a three step procedure borrowed by the existing literature. Results confirm the three sub-dimensions of CBBT scale as Performance, Price and Communication Tolerance.

The objective of this study is to explore the relationships between product knowledge, brand image, and brand loyalty in the mobile phone brands context. Specifically, the study investigates the effect of product knowledge level on brand image and brand loyalty, the effect of brand image on brand loyalty, and how brand image mediates the effect of product knowledge on the brand loyalty of mobile phone users. The participants of the study were mobile phone users in the prominent cities of Turkey. A total of 426 participants were identified with the utilization of convenience sampling methodology and the data collection process was executed through a questionnaire distributed electronically. The results of the study confirmed the direct positive and significant effects of the product knowledge level of consumers on brand image and brand loyalty. On the other hand, the image perception of consumers regarding the mobile phone brand is found to have a significant and positive direct effect on brand loyalty. When brand image is included in the model as a mediating variable, the direct effect of product knowledge on brand loyalty turns into an insignificant one, which confirms the mediating role of brand image on the effect of product knowledge on brand loyalty.