Prof. Dr. ZELİHA ESER

İşletme Programı


Tel : 0312 246 6666 / 1667
E-Posta : zeser[at]baskent.edu.tr
Web : http://www.baskent.edu.tr/~zeser/

  • Doktora (1999), Anadolu Üniversitesi, Turizm İşletmeciliği
  • Yüksek Lisans (1994), Newhaven University, Hotel, Restaurant And Tourism Management
  • Lisans (1988), Anadolu Üniversitesi, İngilizce Öğretmenliği
  • Önlisans (1983), Hacettepe Üniversitesi, Turizm İşletmeciliği

Çalışma Alanları

  • PAZARLAMA

  • İŞLETME

Ödüller

  • Sözen F, Demir E, Karabekir M, Eser Z. 1. Ulusal Sigara Bırakma Kongresi. Bağımlılık Psikiatrisi Derneği", Antalya", 07/04/2019.

  • Mccuddy M, Pınar M, Eser Z, Işın B. En İyi Bildiri Ödülü. American Society of Business and Behavioral Sciences", Las Vegas", 27/02/2011.

  • Pınar M, Eser Z, Strasser S. En İyi Bildiri Ödülü. Marketing Management Association", Chicago-ABD", 20/03/2009.

  • Pınar M, Eser Z, Rogers J. En İyi bildiri. American Society of Business and Behavioral Sciences", Las Vegas", 26/02/2006.

Kitaplar

  • Eser Z. Pazar Bölümleme, Hedef Pazar, Konumlandırma ve Farklılaştırma. In:Alper Özer editors. Pazarlama. Ankara: Ankara Üniversitesi Uzaktan Eğitim Merkezi; 2022. p.1-26.

  • Eser Z, Tüfekçi Z. Dental Pazarlama. Ankara: Phoenix Yayınevi; 2022

  • Eser Z. Girişimcilik ve Pazarlama Stratejileri. In:Ceyda Kuloğlu editors. Girişimci Kadın. Ankara: Haberal Eğitim Vakfı; 2020. p.41-55.

  • Eser Z. Strategic Planning and Its Role in Marketing. In:Ayşe Sevgi Öztürk editors. Principles of Marketing. Eskişehir: Anadolu University Press; 2019. p.25-58.

  • Kepenek EB, Eser Z. Impact of Pre-incubators on Entrepreneurial Activities in Turkey: Problems, Successes, and Policy Recommendations. In: Dirk Meissner, Erkan Erdil, Joanna Chataway editors. Innovation and the Entrepreneurial University, Science, Technology and Innovation Studies. USA: Springer; 2018. p.57-82.

  • Eser Z. Hizmetlerde Pazarlama İletişimi. Ankara: Sayasal Kitabevi; 2017

  • Eser Z. Havayolu İşletmelerinde Tutundurma Karması. In:Özlem Atalık editors. Havayolları Pazarlaması. Eskişehir: Anadolu Üniversitesi; 2016. p.158-186.

  • Eser Z. Pazarlama, Hizmet Kavramları ve Havayolu Taşımacılığı için Pazar. In:Özlem Atalık editors. Havayolları Pazarlaması. Eskişehir: Anadolu Üniversitesi; 2016. p.2-27.

  • Eser Z. Pazarlama İletişimi. In:Feyza Kaya editors. Tanıtım ve Pazarlama. Eskişehir: Anadolu Üniversitesi; 2016. p.2-28.

  • Eser Z. Sponsorluk. In:Sanem Alkibay editors. Bütünleşik Pazarlama İletişimi. Erzurum Atatürk Üniversitesi: Atatürk Üniversitesi Açık Öğretim Fakültesi; 2013. p.2-22.

  • Eser Z. Ticari Fuar ve Sergiler. In:Sanem Alkibay editors. Bütünleşik Pazarlama İletişimi. Erzurum Atatürk Üniversitesi: Atatürk Üniversitesi, Açık Öğretim Fakültesi; 2013. p.2-21.

  • Eser Z. Kurumsal Sosyal Sorumluluk ve Etik. In:Sanem Alkibay editors. Bütünleşik Pazarlama İletişimi. Erzurum Atatürk üniversitesi: Atatürk Üniversitesi, Açık Öğretim Fakültesi; 2013. p.2-22.

  • Eser Z. Ağızdan Ağıza İletişim ve Satış Noktası Stantları,. In:Sanem Alkibay editors. Bütünleşik Pazarlama İletişimi. Erzurum Atatürk Üniversitesi: Atatürk Üniversitesi Açık Öğretim Fakültesi; 2013. p.2-24.

  • Karlıdağ S, Eser Z. Who is the Owner of Personal Database:Consumer's Feelings and Concerns on Data Privacy in Turkey. In:Margarita Kefelaki, Yorgo Pasadeos editors. Challenges in International Communication. Greece: Atiner; 2012. p.163-174.

  • Eser Z, Korkmaz S, Öztürk SA. Pazarlama: Kavramlar İlkeler Kararlar. Ankara: Siyasal; 2011

  • Eser Z, Korkmaz S. Zeliha Eser editors. Pazarlamaya Giriş. Ankara: Siyasal Kitabevi; 2011

  • Korkmaz S, Eser Z, Öztürk SA, Işın B. Pazarlama:Kavramlar-İlkeler-Kararlar. Ankara: Siyasal Kitabevi; 2009

  • Eser Z, Özdoğan B. Sosyal Pazarlama: Toplumun Refahı ve Kaliteli Yaşamı İçin. Ankara: Siyasal Kitabevi; 2006

  • Eser Z. Çok Uluslu İşletmelerde Pazarlama Karmasının Küresel Boyutu. In:Oya Aytemiz Seğmen ve Tamer Bolat editors. Küreselleşme ve Çok Uluslu İşletmecilik. İstanbul: Beta; 2005. p.297-322.

Makaleler

  • Baltacı A, Eser Z. Kompulsif Satın Alma Davranışında Mağaza Atmosferinin Etkisi. Kafkas Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 2022; 13(25):181-212. ( EBSCO )

  • Erce Özbilen EE, Eser Z, Sığrı Ü. Reklamlarda Ünlülerin Kullanılmasının Tüketicilerin Marka Tercihine Olan Etkisi: Nitel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 2022; 15(1):29-70. ( Advanced Sciences inde )

  • Baltacı A, Eser Z. Investigating the Consumers? Compulsive Buying Tendencies within the Scope of Product Category and Demographical Factors. Bursa Uludağ University Journal of Economy and Society, 2021; 40(2):1-16. ( EBSCO )

  • Korkmaz Devrani T, Pınar M, Eser Z. EXAMINING THE NEW COVID-19 CONSUMER SEGMENTS, RISK ATTITUDES, AND CONSUMER DEMOGRAPHICS IN. International Journal of Management, Marketing and Decision Sciences, 2021; 2(1):1-13.

  • Baltacı A, Eser Z. Genişletilmiş Alternatif Bir Kompulsif Satın Alma Davranışı. Yüksek İhtisas Üniversitesi Sağlık Bilimleri Dergisi, 2021; (2):39-48.

  • Sözen F, Eser Z, Demir E. Tütünle Mücadelede Yaratıcı Bir Uygulama: Bağım-sız. Sağlık ve Toplum Dergisi, 2021; 31(1):78-83.

  • Duran Tekelioğlu A, Eser Z. Transfer Edilen Ritüel İle Tüketici Tutumu Ve Satın Alma Davranışları Arasındaki İlişki: Kara Cuma Örneği. Pazarlama ve Pazarlama Araştırmaları Dergisi, 2021; 14(3):453-494.

  • Özden AT, Eser Z. EFFECTS OF ETHNOCENTRIC TENDENCY ON CONSUMERS? BUYING BEHAVIOUR: SAMPLE OF TURKEY. Journal of Research in Business, 2019; 4(2):124-146. ( Ulrichsweb Global Serial Directory )

  • Öneği M, Eser Z, Korkmaz S. Consumers? Evaluation of Glocal Marketing Strategies of Global. International Journal of Business and Administrative Studies, 2019; 5(3):109-118. ( EBSCO )

  • Aydın H, Eser Z, Korkmaz S. Fast food consumption and consumer emotions of guilt and shame: a Turkish perspective. British Food Journal, 2018; :-. ( SSCI : Social Sciences Citation Index )

  • Pınar M, Girard T, Trapp P, Eser Z. Services Branding Triangle: Examining the triadic service brand promises.. International Journal of Bank Marketing, 2017; :-.

  • Eser Z, Pınar M, Girard T. Müşteri Şikâyetlerinin Önemi: Hizmet Pazarlaması ve Markalaşması Üçgeni Çerçevesinde Bankacılık Sektöründe Bir Çalışma. Pazarlama Teorisi ve Uygulamaları Dergisi, 2016; :-.

  • Pınar M, Girard T, Trapp P, Eser Z. Services branding triangle: Examining the triadic service brand promises for. International Journal of Bank Marketing, 2016; 34(4):529-549. ( Social Sciences Citation Index )

  • Eser Z, Kurtulmuşoğlu FB, Bıçaksız A, Ilgaz Sümer S. Counterfeit Supply Chain. Procedia Economics and Finance, 2015; 23:412-421. ( SSCI : Social Sciences Citation Index )

  • Adalılar ŞN, Alkibay S, Eser Z. Ecovillages as a Destination and a Study of Consumer Approaches to Ecovillages. Procedia Economics and Finance, 2015; 23:539-546. ( SSCI : Social Sciences Citation Index )

  • Pınar M, Mccuddy MK, Eser Z. Examining the Relationships between Ethical Issues in Franchising Business Success and Characteristics of Franchising Businesses: A Study in Turkey. Bogaziçi Journal Review of Social, Economic and Administrative Studies, 2014; 28(1):1-26. ( EBSCO )

  • Birkan İ, Eser Z. Sürüdürülebilir Üretim ve Tüketim Kapsamında Gıda ve Su Ayak İzi İlişkisi: Kavramsal Bir Çalışma. Eko-Gastronomi Dergisi, 2014; 1(1):45-56.

  • Eser Z. Interorganizational Trust in franchise Relationships and The Performance Outcomes: The Case of Fast-Food restaurants in Turkey. International Journal of Contemporary Hospitality Management, 2012; 24(5):45-65. ( SSCI : Social Sciences Citation Index )

  • Eser Z, Pınar M, Girard T, Işın B. Consumer-Based Brand Equity in the Television Industry: A Study of a Private TV Channel in Turkey. Academy of Marketing Studies Journal, 2012; 16(1):67-86. ( International Journal )

  • Pınar M, Girard T, Eser Z. Consumer - Based Brand Equity in Banking Industry: A Comparison of Local and Global Banks in Turkey. International Journal of Bank Marketing, 2012; 30(5):359-375. ( SSCI : Social Sciences Citation Index )

  • Pınar M, Girard T, Eser Z. An Exploratory Study of Consumer Based Brand Equity in Turkish Banking Industry. Services Marketing Quarterly, 2011; 32(4):1-20. ( EBSCO )

  • Pınar M, Hardin R, Eser Z. Applicant Perceptions of the Gender Effect on the Selling Process and on Targeting Prospective Customers: Does gender Matter?. Academy of Marketing Studies Journal, 2011; 15(1):107-124. ( İnternational Peer Reviewed Journal Published )

  • Eser Z, Işın FB, Tolon M. Perceptions ofmarketing academics, neurologists and marketing professionals about neuromarketing. Journal of Marketing Management, 2011; 27(7):854-868. ( SSCI : Social Sciences Citation Index )

  • Pınar M, Eser Z, Strasser S. Using Mystery Shopping to Compare the Service Quality of Banks in Turkey. Services Marketing Quarterly, 2010; 31(1):1-26. ( EBSCO )

  • Pınar M, Eser Z, Strasser S. BANK PERSONNEL'S PERCEPTION OF BANKING. The Marketing Management Journal, 2010; 20(1):87-104.

  • Pınar M, Eser Z, Hardin R. The Gender Effect of Managing Salespeople: Business Students' Perception in Turkey. Bogaziçi Journal, 2010; 24(1):1-19. ( Ulrichs Proquest CSA )

  • Pınar M, Strasser S, Eser Z. Examining the impact of Customer and Personnel Gender in Service Quality in banking Industry Quality in Banking Industry. International Journal of Business, Management and Economics, 2010; 4(11):87-102. ( Publication data )

  • Pınar M, Eser Z, Hardin J. The Gender Effect of Targeting and Selling Effort: Perceptions of Turkish Students. International Journal of Business, Marketing and Decision Sciences, 2009; 2(1):70-91.

  • Pınar M, Mccuddy M, Eser Z, Tarp P. Do Recruiter Gender, Applicant Gender and Target Market Gender Impact the Recruiting Outcome? Perceptions of Turkish Recruiters. Business review, Cambridge, 2009; 12(1):301-308.

  • Özdoğan B, Tolon M, Eser Z. Nöropazarlama Üzerine Kavramsal Bir Çalışma. Kooperatifçilik, 2008; 43(3):58-72.

  • Varoğlu D, Eser Z. How service employees can be treated as internal customers in hospitality industry. The Business Review, 2008; 2:30-35. ( SCOPUS )

  • Pınar M, Eser Z. Examining the Bank Service Quality from Personnel Point of View: The Comparison of State, Private and Foreign Banks in Turkey. Business Review, Cambridge, 2008; 10(2):27-33. ( Cabell's )

  • Özdoğan FB, Alkibay S, Eser Z. The Attitudes and behavior of Children Centered Mothers During Purchasing. World Applied Sciences Journal, 2007; 2(4):375-386.

  • Özdoğan FB, Eser Z. Ethical Sensitivity of College Students in a developing Country: Do Demographic FactorsMatter?. Journal of Teaching in International Business, 2007; 19(1):83-99. ( Australian Education )

  • Eser Z. Nostaljinin Pazar Bölümleme Değişkeni Olarak Kullanılması Üzerine Kavramsal Bir Çalışma. gAZİ üNİVERSİTESİ tİCARET tURİZM VE eĞİTİM fAKÜLTESİ dERGİSİ, 2007; (1):115-130.

  • Pınar M, Eser Z, Hardin R. A Qualitative Study of Recruiting of Men and Women For sales Position in Turkey. Sex Roles Journal, 2007; 57:879-888. ( SSCI : Social Sciences Citation Index )

  • Ilgaz Sümer S, Eser Z. Pazarlama Karması Elemanlarının Evrimi. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi ,, 2006; 8(1):165-186.

  • Eser Z, Ilgaz Sümer S. Pazarlama Karması Mal ve Hizmetler İçin Nasıl Değerlendirilir: Betimleyici Bir Araştırma. Gazi Üniversitesi İİBF Dergisi, 2006; 8(3):111-132.

Bildiriler

  • Yılmaz N, Duran Tekelioğlu A, Eser Z. Katılım Bankacılığı Hizmetlerin İlişkin Tüketici Tutumu: Nitel Bir Araştırma. 26.Ulusal Pazarlama Kongresi: Kırşehir; 24/06/2022 - 26/06/2022

  • Öneği M, Eser Z, Korkmaz S. Consumers? Evaluation of Glocal Marketing Strategies of Global Firms in Turkey : An Example of a Glocal Product. International Conference on Economics, Business and Social Science Research: Bangkok, Thailand; 20/06/2019 - 21/06/2019

  • Sözen F, Demir E, Karabekir M, Eser Z. Üniversitede Tütünsüz Kampüs uygulamasını başlatan yaratıcı bir proje; ?Bağım-sız. 1. Ulusal Sigara Bırakma Kongresi: ; 05/04/2019 - 07/04/2019

  • Şenyurt Ö, Özden AT, Koç B, Eser Z. Avlanma Teorisi Perspektifinden Kadınların Online (Çevrimiçi) Alışveriş Tercihini Etkileyen Faktörler Arasındaki İlişkilerin. 2. International EMI Entrepreneurship and Social Sciences Congress: Nevşehir; 09/11/2018 - 11/11/2018

  • Tüfekçi Z, Eser Z. THE EVALUATION DENTAL SERVICES RELATED POSTS ON SOCIAL MEDIA. World Dental Congeress: Buenos Aires; 05/09/2018 - 08/09/2018

  • Eser Z, Tufekçi Z. The Evaluations of Promotions on Social Medya About the Health Sector. 4th Dubai International Conference on Social Science & Humanities (ICSSH): ; 17/02/2018 - 18/02/2018

  • Yürekli D, Alkibay S, Eser Z. The Registration of Geographical Signs and The Analysis of the Results in Application Process. 4th Dubai International Conference on Social Science & Humanities (ICSSH): ; 17/02/2018 - 18/02/2018

  • Berkol A, Öner Tartan Ö, Kara G, Zeliha Eser Z. Classification of Concentration Levels Using Deep Neural Networks. 1st Neuroadaptive Technology Conference (NAT?17),: ; 19/07/2017 - 21/07/2017

  • Kavak B, Eser Z, İlarslan Duygu N. Innovativeness of Gay Consumer: An Investigation on Turkish Gay. 14. International Conference of Society for Global Business and Econimic development: ; 21/06/2016 - 24/06/2016

  • Mutlu S, Tarı Kasnakoğlu B, Eser Z. Rasyonel ve Duygusal Faktörlerin Yer (Markası) Sadakatına Etkileri. 20. Ulusal Pazarlama Kongresi: Eskişehir; 10/06/2015 - 13/06/2015

  • Eser Z, Kurtulmuşoğlu B, Bıçaksız A, Ilgaz Sümer S. Counterfeit supply chains. 2nd Global Conference On Business, Economics, Management And Tourism: Praq- Çek Cumhuriyeti; 30/10/2014 - 31/10/2014

  • Adalılar N, Alkibay S, Eser Z. Ecovillages as a destination and a study of consumer approaches to Ecovillage. 2nd Global Conference On Business, Economics, Management And Tourism: Praq- Çek Cumhuriyeti; 30/10/2014 - 31/10/2014

  • Eser Z. The Brand Image of Turkey from the Expats' Perspectives: An Exploratory Study,. The International Academy of Business and Public Administration Disciplines Conference: Las Vegas; 24/10/2014 - 27/10/2014

  • Birkan İ, Eser Z. Sürüdürülebilir Üretim ve Tüketim Kapsamında Gıda ve Su Ayak İzi İlişkisi: Kavramsal Bir Çalışma. Cittaslow Gökçeada Ekogastronomi Kongresi: Gökçeada Çanakkale; 24/04/2014 - 25/04/2014

  • Eser Z, Künüçen H, Künüçen Ş. Aprroaches of Sustainable Consumption Education. WCCI Turkish Chapter, 1st International Conference on Education: Ankara; 23/11/2013 - 25/11/2013

  • Pınar M, Eser Z, Hardin J. The Gender Effect on Selling and Targeting Efforts:Perceptions of Turkish Business Students. Academy of Business and Public Administration Disciplines: Las Vegas-USA; 24/10/2013 - 27/10/2013

  • Pınar M, Mccuddy MM, Eser Z, Kurtulmuşoğlu B. Ethical Issues in Franchising Success: Are They Influenced by Franchising Characteristics?-A Study in Turkey. he Marketing Management Association Spring Conference: Chicago-USA; 27/02/2013 - 01/03/2013

  • Eser Z, Ilgaz Sümer S. MANAGERS'CONCERNS TO USE BLUE FLAG AS A MARKETING TOOL IN TOURISM INDUSTRY IN TURKEY. American Society of Business and Behavioral Sciences: ; 18/02/2013 - 22/02/2013

  • Alkibay S, Eser Z, Utkutuğ Ç. Sustainability and Green Buildings: Potantial Consumers' Concerns with Green Housing in Turkey. 5th Conference of Academy of Innovation and Entrepreneurship: Macau, China; 08/06/2012 - 10/06/2012

  • Pınar M, Girard T, Eser Z, Bodur B. An Empiricakl Study of Brand Equity in Banking Industry:The Personnel's Perspective. Istanbul Conference on Economics and Finance (ICEF 2011): stanbul; 20/05/2011 - 21/05/2011

  • Karlıdağ S, Eser Z. Who is the Owner of Personal Database:Consumer's Feelings and Concerns on Data Privacy in Turkey,. 9th International Conference on Communication and Mass Media: Athens-Greece; 16/05/2011 - 19/05/2011

  • Mccuddy M, Pınar M, Eser Z, Işın F. Fundamental Moral Orientations, Stewardship, and Ethical Issues in Franchising: What are the Linkages and Implications?. 18th Annual Meeting of American Society of Business and Behavioral Sciences: Las Vegas-USA; 24/02/2011 - 27/02/2011

  • Pınar M, Girard T, Eser Z. Consumer Perceptions of Consumer Based brand Equity in Banking Industry. Global Brand management Conference: Koç Üniversitesi, istanbul, Türkiye; 21/06/2010 - 22/06/2010

  • Eser Z, Pınar M, Girard T, Işın B. Consumer-Based Brand Equity in the Television Industry: A Study of Private TV Channel in Turkey. 6th International Conference of Business, Management and Economics: İzmir; 07/10/2009 - 09/10/2009

  • Pınar M, Girard T, Eser Z, Bodur B. Personnel's Perceptions of Brand Equity in Banking Industry in Turkey. 6th International Conference of Business, Management and Economics: İzmir; 07/10/2009 - 09/10/2009

  • Eser Z, Özdoğan FB, Tolon M. Bank Personel's Perceptions of Banking Services and Implications for Service Quality: A Study of Turkish Banks. Spring Conference of Marketing Management Association: Chicago-ABD; 18/03/2009 - 20/03/2009

  • Eser Z. Is there any difference on the satisfaction level of Patients/Patients' Relatives with the Services Provided by Gynecologists and Pediatrician in Their Private Offices?. 15th Annual Conference of American Business and Behavioral Sciences: Las Vegas-Nevada, ABD; 21/02/2008