Ayşegül Özsomer
Biographic Data
| ID | 9589273 |
|---|---|
| NAME | Ayşegül Özsomer |
| GIVEN NAMES | Ayşegül |
| FAMILY NAME | Özsomer |
| SIGNATURE | ÖZSOMER A |
| AFFILIATIONS | Koç University |
| ORCID | 0000-0003-3262-7759 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Effective advertising through language adaptation
Brands often adjust their advertising strategies to align with the purchase context, accounting for differences in consumption target (purchases for self vs. others) and consumption domain (everyday vs. special occasions). This study examines how language adaptation methods in advertisements—specifically, dubbing versus subtitling—can be tailored to different purchase contexts to enhance brand evaluations. Drawing on Construal Level Theory, the a…
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM
Since the outbreak of COVID-19 in March 2020 brands have quickly adapted the content of their advertising to include pandemic related social and health messages. This paper explores the relationship of fit between the advertised brand and the pandemic as a potential influence on consumers’ eWOM intentions in an advanced and emerging market. Inspired by metacognitive fluency theory, we propose and find that pandemic adapted advertisements for bran…
No prominent works on this page.
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM
Since the outbreak of COVID-19 in March 2020 brands have quickly adapted the content of their advertising to include pandemic related social and health messages. This paper explores the relationship of fit between the advertised brand and the pandemic as a potential influence on consumers’ eWOM intentions in an advanced and emerging market. Inspired by metacognitive fluency theory, we propose and find that pandemic adapted advertisements for bran…
Effective advertising through language adaptation
Brands often adjust their advertising strategies to align with the purchase context, accounting for differences in consumption target (purchases for self vs. others) and consumption domain (everyday vs. special occasions). This study examines how language adaptation methods in advertisements—specifically, dubbing versus subtitling—can be tailored to different purchase contexts to enhance brand evaluations. Drawing on Construal Level Theory, the a…
Consumer Behavior in Brand Consumption and Identification (2 works) · Advertising (1 work) · Advertising campaign (1 work) · Advertising research (1 work) · Business (1 work) · Computer Science (1 work) · Digital Communication and Language (1 work) · Digital Marketing and Social Media (1 work) · Experiential learning (1 work) · Linguistics, Language Diversity, and Identity (1 work)