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    Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes
    (Emerald Group Publishing Ltd, 2019) Erkmen, Ezgi; Hancer, Murat
    Purpose The purpose of this study is to examine the role of other customers in explaining customers' relation with a brand. A conceptual model, which incorporates other customers along with atmospherics, food quality and service quality, is proposed to better understand how customers form their brand preference for fine dining restaurants. Design/methodology/approach A quantitative research methodology, using structural equation modeling, was adopted to understand the role of other customers along with other restaurant attributes. Data were collected from the customers of fine dining restaurants resulting in 324 usable surveys. Findings The findings supported the sequential link for: restaurant experience attributes - brand relationship and brand preference. While all restaurant attributes except other customers explain the satisfaction of customers, only service quality and other customers played a significant role in forming the brand image in the minds of restaurant guests. Overall, this study acknowledged the importance of both other customers and employees in fine dining restaurants' branding. Research limitations/implications The results suggest that customers in servicescape have a significant role in creating a successful brand image for restaurants. Moreover, service quality is also key to achieve a unique image, thereby suggesting that employees could be a source of differentiation and competitive advantage by managing their brand related behaviors. Originality/value This research was one of the first to study the role of other customers in restaurant service experience along with other attributes to assess customers' brand relation and brand preference for fine dining restaurants.
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    Corporate social responsibility and idiosyncratic risk in the restaurant industry: does brand diversification matter?
    (Emerald Group Publishing Ltd, 2020) Ozdemir, Ozgur; Erkmen, Ezgi; Kim, Minji
    Purpose This study aims to examine the link between corporate social responsibility (CSR) and idiosyncratic risk in the restaurant industry. The study also explores whether brand diversification magnifies the risk reduction effect of CSR in the restaurant industry. Design/methodology/approach The study uses an unbalanced panel of 274 firm-year observations for 43 restaurant firms over the period 1995-2015. Models are estimated via fixed effect regression with robust standard errors. Findings The study finds that CSR involvement reduces idiosyncratic risk and this risk reduction is intensified when restaurant firms operate a portfolio of brands. Research limitations/implications The study's findings are limited to restaurant industry, therefore, generalization of the findings to other industries requires delicate care. Brand diversification is a simple brand count due to a lack of brand sales data. Practical implications CSR activities are not cost burden for restaurant firms. Indeed, CSR could be a viable strategy to reduce the volatility in future expected cash flows, hence the idiosyncratic risk. This risk reduction could help owners/managers access to capital with lower cost. Moreover, the study suggests that CSR practices should not be implemented in isolation from firm marketing strategy such as portfolio of brands. Originality/value Although prior hospitality research puts forth some evidence using systematic risk as the measure of firm risk, this measure may not best suit the purpose in CSR context given that CSR is a direct, firm-specific strategy. Hence, the current study provides both new evidence with firm-specific, idiosyncratic risk and introduces an important contingency situation when the risk reduction effect of CSR would become more profound for restaurant firms.
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    Creating Value for Restaurant Customer: The Role of Other Customers in Dining Experience
    (Springer International Publishing Ag, 2018) Erkmen, Ezgi; Hancer, Murat
    The purpose of this chapter is to understand the different roles of different dining experience attributes in creating value for restaurant customers. This research is one of the first study to examine the role of other customers as a part of dining experience along with other restaurant satisfaction attributes to better understand value creation in restaurant industry. A conceptual model is proposed and tested to investigate the different effects of restaurant attributes on creating value as well as behavioral intentions by adopting multidimensional conceptualization of consumer perceived value. A quantitative research design performing structural equation modeling is used to test series of linear relations between study constructs. Data were collected from customers of a restaurant group, which operates different restaurant brands in Istanbul. The findings supported the sequential link of restaurant attributes-customer value and behavioral intentions. The results also identify other customers as being part of dining experience in creating value. Moreover, this chapter also confirms that different restaurant attributes satisfy different needs of restaurant guests in creating overall perceived value and affecting future behavioral intentions.
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    Destination Image and Relationship: The Moderating Role of Local Cuisine Experience
    (2019) Erkmen, Ezgi; Shipman, Zehra Dilistan
    Destination branding has increased its importance in recent years due to intense competitionin international tourism. As such, understanding of which attributes contribute to destinationbranding is especially important to identify and differentiate the destination. As a result, thepurpose of this study is to explore the moderating role of local cuisine on the relationbetween destination image and relationship. In doing so, this study employed an empiricalcausal research design using structural equation modeling along with multi-group analysis.Data were collected from foreign travelers visiting İstanbul. Even the results did not confirmthe moderating role of local cuisine experience, the study evidenced the direct and indirecteffects of local food on image, satisfaction and trust. That is, from the point of destinationbranding, the current research validates the argument that local cuisine can be positioned asa separate peak experience rather than being a component of overall travel experience.
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    Destination image and relationship: The moderating role of local cuisine experience
    (Journal of Tourism and Gastronomy Studies, 2019) Erkmen, Ezgi; Shipman, Zehra Dilistan
    ABSTRACT: Destination branding has increased its importance in recent years due to intense competition in international tourism. As such, understanding of which attributes contribute to destination branding is especially important to identify and differentiate the destination. As a result, the purpose of this study is to explore the moderating role of local cuisine on the relation between destination image and relationship. In doing so, this study employed an empirical causal research design using structural equation modeling along with multi-group analysis. Data were collected from foreign travelers visiting İstanbul. Even the results did not confirm the moderating role of local cuisine experience, the study evidenced the direct and indirect effects of local food on image, satisfaction and trust. That is, from the point of destination branding, the current research validates the argument that local cuisine can be positioned as a separate peak experience rather than being a component of overall travel experience.
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    Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding
    (2018) Erkmen, Ezgi
    The purpose of this study is to examine the role of internal branding in explaining employees brand equity in serviceindustry. A conceptual model, which incorporates the internal branding mechanisms, namely the human resources,leadership, and internal communication, is proposed to understand their effect on employee based brand equity. Aquantitative research methodology, using structural equation modeling, was adopted to understand the role of internalbranding in creating brand equity for employees. Data were collected from the customer contact employees in hotel andrestaurant industry. The findings supported the sequential link for: internal branding – brand awareness – brand imageand perceived quality – brand commitment. Even only internal communication and leadership were found to significantlyaffect brand awareness; this brand knowledge was then positively influenced the brand image and perceived brand qualityof employees. Moreover, the results found that as employees have a more positive perception of brand image and quality,they are more likely to be committed to the company brand. Therefore, this study confirmed the importance of internalbranding to increase employee brand equity, which in turn, translates into a strong brand for customers. In addition, thisresearch is one of the limited studies adopting an employee perspective for brand equity as well as studying the role ofinternal branding mechanisms in building that brand equity.
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    Employee based brand equity: Building brand value for employees through internal branding
    (Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 2018) Erkmen, Ezgi
    ABSTRACT: The purpose of this study is to examine the role of internal branding in explaining employees brand equity in service industry. A conceptual model, which incorporates the internal branding mechanisms, namely the human resources, leadership, and internal communication, is proposed to understand their effect on employee based brand equity. A quantitative research methodology, using structural equation modeling, was adopted to understand the role of internal branding in creating brand equity for employees. Data were collected from the customer contact employees in hotel and restaurant industry. The findings supported the sequential link for: internal branding – brand awareness – brand image and perceived quality – brand commitment. Even only internal communication and leadership were found to significantly affect brand awareness; this brand knowledge was then positively influenced the brand image and perceived brand quality of employees. Moreover, the results found that as employees have a more positive perception of brand image and quality, they are more likely to be committed to the company brand. Therefore, this study confirmed the importance of internal branding to increase employee brand equity, which in turn, translates into a strong brand for customers. In addition, this research is one of the limited studies adopting an employee perspective for brand equity as well as studying the role of internal branding mechanisms in building that brand equity.
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    HOW INTERNAL BRANDING PROCESS REALLY PAYS OFF THROUGH BRAND TRUST
    (Cognizant Communication Corp, 2017) Erkmen, Ezgi; Hancer, Murat; Leong, Jerrold K.
    Internal branding is gaining importance for services to manage brand-related attitudes and behaviors of service employees. Although service branding literature points out employees' brand commitment as the key for internal branding activities to influence their brand supporting behaviors, previous studies neglect the role of brand trust to explain both commitment and brand-related behaviors of employees. Therefore, the present study mainly aims to investigate the effect of brand trust for the relationship between internal branding and brand citizenship behaviors of employees. Data were collected from airline customer contact employees and structural equation modeling was used to test the proposed relations. The results suggest that brand trust has a significant effect on brand citizenship behaviors as well as mediates the effect of internal branding activities on brand commitment of airline employees. Managerial implications are provided for internal branding in services and further research topics are suggested.
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    Managing Restaurant Attributes for Destination Satisfaction: What Goes beyond Food?
    (MDPI, 2019-02-27) Erkmen, Ezgi
    Local cuisine has increasingly become one of the crucial factors contributing to how tourists experience a destination. As such, understanding which attributes affect travelers' experience of the local food is especially important to enhance tourist satisfaction. Therefore, the main purpose of this study is to determine the relative importance of different local cuisine experience attributes, as well as the perception of their performances. In doing so, Importance Performance Analysis (IPA) was conducted to assess tourists' perception. Data were collected from foreign travelers visiting Istanbul, Turkey, which is famous and well-known for its local cuisine. Furthermore, how different attributes affect destination satisfaction was analyzed via regression models. Interestingly, food-related cultural aspects and social aspects outweigh the food quality for their relative importance to travelers. Additionally, other than the physical environment, all attributes were found to contribute to tourists' satisfaction of the destination. Practical implications are provided in terms of how to promote and develop a competitive advantage by using local cuisine attributes for destination marketing.
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    Managing Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equity
    (MDPI, 2018-09) Erkmen, Ezgi
    The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achieve this, a quantitative research methodology, using structural equation modeling, was used to understand the role of brand building mechanisms, namely the internal communication, external communication, and employee experience with the brand, in building employee brand equity. As a part of the service industry, data were collected from hotel employees who have direct contact with customers. The findings evidenced the distinguished role of each mechanism to build employee brand equity. That is, while internal communication enhances brand knowledge and role clarity, external communication and employee experience with the brand positively affect the brand commitment of employees. Therefore, as being the first study adopting customer service brand equity to employee context, this research confirmed the effect of brand building mechanisms on employee brand equity. In addition, the study proposes practical implications for organizations to design a balanced branding approach both internally and externally through the means of communication.
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    Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi
    (2018) Erkmen, Ezgi
    Turizm sektöründe artan rekabet göz önüne alındığında, destinasyon markalaması destinasyonların kendilerini farklılaştırabilmesi açısından giderek önem kazanmaktadır. Son on yılda ise yerel yemek ve mutfakların ziyaretçi sayısını artırmak için bir pazarlama aracı olarak kullanıldığı görülmektedir. Buna ek olarak, literatürde yerel mutfaklar ve yemek deneyiminin markalama üzerindeki etkisini anlamaya yönelik araştırmaların önemi de artmıştır. Tüm bu gelişmeler doğrultunda, bu çalışmanın amacı yemek deneyimini oluşturan unsurları anlamak ve bu unsurların tüketici temelli destinasyon marka denkliği oluşumundaki rolünü ortaya koymaktır. Yapılan çalışmada kavramsal bir araştırma modeli önerilmiş ve test edilmiştir. Araştırmanın verileri turistik amaçla İstanbul’u seyahat eden yabancı ziyaretçilerden elde edilmiş ve önerilen modeldeki değişkenler arası ilişkiler yapısal eşitlik modeli kullanılarak incelenmiştir. Elde edilen sonuçlar destinasyon marka denkliğinin oluşumu için önerilen yemek deneyimi – marka farkındalığı – marka imajı ve davranışsal niyetler arasındaki sıralı ilişkiyi doğrulamıştır. Yemek deneyimini oluşturan unsurlardan ise yemek kalitesi, kültürel ve sosyal faktörlerin markalamadaki olumlu etkileri doğrulanmıştır.
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    Yerel mutfak deneyiminin tüketici temelli destinasyon marka denkliğine etkisi
    (Journal of Tourism and Gastronomy Studies, 2018) Erkmen, Ezgi
    ÖZET: Turizm sektöründe artan rekabet göz önüne alındığında, destinasyon markalaması destinasyonların kendilerini farklılaştırabilmesi açısından giderek önem kazanmaktadır. Son on yılda ise yerel yemek ve mutfakların ziyaretçi sayısını artırmak için bir pazarlama aracı olarak kullanıldığı görülmektedir. Buna ek olarak, literatürde yerel mutfaklar ve yemek deneyiminin markalama üzerindeki etkisini anlamaya yönelik araştırmaların önemi de artmıştır. Tüm bu gelişmeler doğrultunda, bu çalışmanın amacı yemek deneyimini oluşturan unsurları anlamak ve bu unsurların tüketici temelli destinasyon marka denkliği oluşumundaki rolünü ortaya koymaktır. Yapılan çalışmada kavramsal bir araştırma modeli önerilmiş ve test edilmiştir. Araştırmanın verileri turistik amaçla İstanbul’u seyahat eden yabancı ziyaretçilerden elde edilmiş ve önerilen modeldeki değişkenler arası ilişkiler yapısal eşitlik modeli kullanılarak incelenmiştir. Elde edilen sonuçlar destinasyon marka denkliğinin oluşumu için önerilen yemek deneyimi – marka farkındalığı – marka imajı ve davranışsal niyetler arasındaki sıralı ilişkiyi doğrulamıştır. Yemek deneyimini oluşturan unsurlardan ise yemek kalitesi, kültürel ve sosyal faktörlerin markalamadaki olumlu etkileri doğrulanmıştır.