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    Brand Community at Brand Socialization: A Case of Harley Owners Group
    (Istanbul Univ, 2008) Demir, Filiz Otay
    The value transfer used for expressing oneself has resulted in a collective phenomenon through brand communities. This customer socialization through brand communities has brought about the 'we' rather than the 'I' phenomenon. This socialization provides a multiple relation between the product, the brand and other customers. This study offers an explanation of how the existence of the 'we' phenomenon, general rituals and responsibilities depend on group societies. The socialization belonging to the community doesn't only devise a two-way relation with the inner dynamics of the customer; the multiple relations between the brand, the product, and the role of marketing are completely explored. In explaining the existence of brand community and the network of multiple relations, 'H.O.G Turkey' has been referred to, with the aim of giving a descriptive example. The research was executed through in depth discussions with the members of 'H.O.G Turkey, and a study of their website and the magazine 'Harleyci' that also contained the main regulations of the 'H.O.G' Association'. In conclusion, related aspects of the brand community and multiple communication pattern, determine that the culture related to the brand is kept alive and further expanded by the group.
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    Deepening Knowledge on Volunteers Using a Marketing Perspective: Segmenting Turkish Volunteers According to Their Motivations
    (Sage Publications Inc, 2020) Demir, Filiz Otay; Kirecci, Ayşe Nil; Gorkem, Şenay Yavuz
    A steady increase in the marketing-based managerial point of view by the third sector manifests itself when exploring the question of what motivates volunteers to make unpaid contributions to a nonprofit organization (NPO). An in-depth investigation into volunteer motivations can be approached by looking at the quantitative marketing method of market segmentation. In this context, the purpose of the present study is to conduct a segmentation analysis of volunteers in Istanbul based on their motivations to volunteer and to enrich these segments with concomitant variables. Findings from the segmentation analysis identified five distinct segments of volunteers: self-improver, career-driven, benevolent soul, social networker, and faithful spirit. For theorists, this study presents an application of segmenting and a profile of volunteers based on the motivations to volunteer, whereas on the management side, the study provides knowledge constructed on empirical findings that shall serve to contribute to the recruitment and retention efforts of NPOs.
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    Feminization Of The Corporate 'Social Responsibility' (CSR) In Turkey
    (Marmara Univ, Fac Communication, 2009) Demir, Filiz Otay; Pakkan, Nazan Haydari
    As in many countries, women in Turkey also play a significant role both in the traditional and strategic CSR acts; at times, they involve with these activities as a result of their position as wives and daughters of certain public figures, and contribute to the images of their husbands, fathers, the related institution or family business. Limited study addresses the significance of the CSR for the maintenance of gender roles in the society. By encouraging context based thinking, the study discusses the politics attached to the roles associated with women in the acts of CSR in Turkey. Through the contextualized readings of the published newspaper articles and interviews with women involved in CSR activities, and the web pages of various corporations, it is argued that the space CSR defines for women consents with the historically defined contradictory role of women in Turkey.
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    Internet As Crisis Communication Tool: Case Study Of Avian Influenza (Bird Flu) Crisis
    (Istanbul Univ, 2007) Kırdar, Yalçın; Demir, Filiz Otay
    Crisis is always difficult time for organizations. Crises can happen anywhere, at any time, and often occur when they are least expected. When a crisis does occur, events usually unfold rapidly, leaving little time for planning. Organizations have to time and resources to complete a crisis communication plan before they experience a crisis. Crisis communications is a now accepted discipline of communications. Organisations are beginning to appreciate the fact that the Internet plays a powerful role in crisis management situations. The internet is emerging as an important tool for organizations to communicate with publics. The purpose of this article is to examine how organizations are adopting the internet into crisis response. This study reports the results of a organizational use of Internet in crisis communication. Two categories described Internet crisis tactics. The first category of Internet response identified Traditional Tactics. The second category identified Innovative Media Tactics. Avian influenza (bird flu) crisis identified as a case study. 19 prominent firms in the poultry industry who account for 85 percent of chicken meat production in Turkey have established the Healthy Chicken Meat Platform. Web sites of 19 firms analysed how they using the internet in bird flu crisis communication.
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    Nostalgic Play of Marketing: Retro Branding
    (Istanbul Univ, 2008) Demir, Filiz Otay
    Marketing efforts for the reinstatement of the forgotten brands can be analyzed within the framework of retro marketing that is developed through the synthesis of old/historical and new / contemporary cultural and social elements. Such marketing strategies are mostly directed towards a target of over mid-age consumers or postmodern individuals who are in the search of building a connection with the past. Products that are associated with individual and historical nostalgia can serve to this purpose. Products such as home-made jams and spaghetti, traditional soup brands, or building projects and hotels resembling Ottoman architecture, re-presents the nostalgic elements of the past to today's consumers. Within the competitive environment of business world, such nostalgic elements attribute advantages for the related products. Retro marketing aims to build connection with the past by using the cultural codes forming collective memory. Communication tools, such as logos, slogans and advertisements carrying historical essentials are widely used as a part of the marketing strategies. This study aims to define and describe characteristics of retro marketing and messaging strategies. With examples from Turkey, the study discusses the concepts of retro marketing within a theoretical framework.
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    Reflections of The Country Origin upon Brand Idendity; Case Of Ikea
    (Istanbul Univ, 2007) Demir, Filiz Otay
    Global brands have to adapt to the economic and social conditions of the countries in which they do business. All global brands are also responsible to structure and continue their unique brand identities in the countries where they operate. The unique identities of the global brands are affected by the country of origin they belong to. Country of origin can have a significant place in the brand positioning strategy forming the values that make up the brand identity. Moreover, brands that make use of their origin of country may also become representatives of their county's culture in international markets. Based on the example of IKEA, this paper discusses the relationship between brand origin and the identity of the global brand. A global brand's reflecting the origin of its country to its brand identity and the unique value of this will be examined in detail. IKEA which has many shops all over the world has built its brand identity on Swedish values. The research has been completed through a document survey telling about the IKEA concept including the full-in-depth interviews with shop representatives, observation within the stores and the website. Consequently, IKEA shops are advertisement channels reflecting the Swedish values.
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    Ülke Orjinin Marka Kimliğine Yansıması: IKEA Örneği
    (2007) Demir, Filiz Otay
    Gerek dünyada gerek ülkemizde medyada kadının kullanımı sık rastlanan bir olgu olarak karşımıza çıkmaktadır. Kadınların toplumsal, kültürel ve siyasal olarak televizyonda konumlandırılmış biçimi çeşitli televizyon programlarına, haber ve tartışma programlarına, reklamlara, dizilere, filmlere yansımaktadır. Medyada kadına hem tüketici olarak hem de tüketimde kullanılan bir nesne olarak çok fazla yer verilmektedir. Bu makalede, gazetelerde, televizyonlarda, reklamlarda ve dergilerde kadınların yer alış biçimleri irdelenmiştir. Medyada kadın olgusunun kullanımında kadınların sadece cinsellikleriyle değil siyasetten ekonomiye, kültür-sanattan spora toplumun çeşitli alanlarındaki başarılarıyla yansıtılmasına dikkat edilmesi gerektiği üzerinde durulmuştur. Artık kadınlar, kamusal alandaki özgürlüğünü kendi emeği ve üretimine bağlı bir biçimde kazanmaya çalışmaktadır. Kadınların gerek özel gerekse kamusal alanda elde ettiği güç ve statü onların bu alanlarda kazandığı kimliği ortaya koymaktadır. Yazılı ve görsel medyada kadına yüklenen özellikler ona herhangi bir güç ve statü ilişkisi kazandırmaktan çok uzaktır. Günümüzde halen kadınların bir çoğu cinsellik, aldatılma, kıskançlık gibi haberlere konu olarak medyada kendilerine yer bulabilmektedir. Kadınlar ülkenin siyasal ya da ekonomik gündeminden soyutlanmış olarak en çok da aldatan-aldatılan konumlarıyla gündeme gelmektedir. Bu makalede kadınların her alanda olduğu gibi medya alanında da gerek nitelik gerek nicelik olarak daha da güçlenmeleri gerektiği konusuna değinilmiştir.