Browsing by Author "Yilmaz, A."

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Open Access
Brand foreignness and anger decrease purchase intentions of ethnocentric consumers for national icon products
(Ege Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 2023-05-10) Yilmaz, A.; Kurdoğlu, Rasim Serdar
The marketing literature lacks a thorough understanding of how emotions change ethnocentric consumers’ brand quality perceptions and purchase intentions when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we conducted an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions and perceptions of brand quality for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger (i.e., the feeling of anger carried over from a situation unrelated to the decision at hand) triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on the nationality image of the brand rather than the nationality image of the product class (i.e., national icon products signaling a nation’s heritage). Our study displays the powerful impact of incidental emotions on ethnocentric consumers’ judgment and decision-making for brands with foreign vs domestic images.
Open Access
Cryptographic solutions for credibility and liability issues of genomic data
(Institute of Electrical and Electronics Engineers, 2019) Ayday, E.; Tang, Q.; Yilmaz, A.
In this work, we consider a scenario that includes an individual sharing his genomic data (or results obtained from his genomic data) with a service provider. In this scenario, (i) the service provider wants to make sure that received genomic data (or results) in fact belongs to the corresponding individual (and computed correctly), (ii) the individual wants to provide a digital consent along with his data specifying whether the service provider is allowed to further share his data, and (iii) if his data is shared without his consent, the individual wants to determine the service provider that is responsible for this leakage. We propose two schemes based on homomorphic signature and aggregate signature that links the information about the legitimacy of the data to the consent and the phenotype of the individual. Thus, to verify the data, each party also needs to use the correct consent and phenotype of the individual who owns the data.