İşletme Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1937

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Institution Author: search.filters.institutionAuthor.Karadağ, HandeScopus Q: search.filters.scopusQuartile.Q1

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  • Article
    Citation - WoS: 6
    Citation - Scopus: 5
    User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy
    (Routledge, 2022-04-04) Tosun, Petek; Ayan, Büşra; Karadağ, Hande
    The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities’ competitive strategy and brand personality. BGC that included four universities’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The findings indicated that BGC was in alignment with universities’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the differentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The differentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The findings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.
  • Article
    Citation - WoS: 60
    Citation - Scopus: 82
    Locus of Control, Need for Achievement, and Entrepreneurial Intention: a Moderated Mediation Model
    (Elsevier, 2022-07-01) Tuncer, Büşra; Uysal, Şenay Karakuş; Şahin, Faruk; Karadağ, Hande; Uysala, Senay Karakus
    Applying social cognitive career theory (Lent, Brown, & Hackett, 2002) to entrepreneurship, this paper addresses the effects of locus of control and need for achievement on entrepreneurial intentions, and whether the effects are mediated by entrepreneurial self-efficacy and vary according to sex. The participants were 111 students enrolled in the business administration program in Turkey. Using longitudinal survey data, the research model was tested with the moderated mediation procedure suggested by Hayes (2013). The findings showed that entrepreneurial self-efficacy mediated the relationship between locus of control and entrepreneurial intention, as well as the relationship between need for achievement and entrepreneurial intention. Moreover, the conditional indirect analysis showed that the effect of locus of control on entrepreneurial intention depended on sex, with the effect of locus of control being greater for men. By showing empirical evidence for the usefulness of social cognitive career theory to entrepreneurship, our research adds to current literature. Implications for practice and recommendations for future research are discussed.