Tugba Orten Tugrul

Tugba Orten Tugrul is a Professor of Marketing at Izmir University of Economics, Department of Business Administration, Turkey. She has taught Marketing, Consumer Behavior, and Sales Management courses, among others, at both graduate and undergraduate levels. Her research interest concentrates on CLT, social media marketing, sustainability and brand hate. She involved in many national and international projects, and gave seminars in different institutions.

Publications

Brand Privacy Policy and Brand Trust Reference in Online Business Communication
Brand Privacy Policy and Brand Trust Reference in Online Business Communication
Tugba Orten Tugrul, Tugberk Kara. © 2023. 21 pages.
This study aims to contribute to the existing literature by examining strategic communications of online privacy policies of e-commerce brands. Specifically, the key topics and...
The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity
The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity
Tugba Orten Tugrul. © 2018. 16 pages.
A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework...
The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity
The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity
Tugba Orten Tugrul. © 2015. 15 pages.
A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework...