İstanbul Gelişim University (IGU), which has made a name for itself through its successes in international rankings, its research-focused vision, and its scientific output, has achieved another important milestone in strengthening its global academic visibility. IGU continues to contribute to the world literature through the original work of its academics, who consistently strengthen the university's standing in the scientific world through high-quality publications in high-impact international journals, patent performance, research projects, and international collaborations.
As part of this, the article titled "When Brand Love Is Not Enough: A Conservation–Feasibility Account of Switching Under Financial Constraints," prepared as a sole-authored work by Asst. Prof. Pınar Alyar from the International Trade and Business Department of İstanbul Gelişim University's Faculty of Economics, Administrative, and Social Sciences (FEASS), has been published in the Journal of Brand Management, regarded as one of the most respected scientific publications in the fields of marketing and consumer behavior, classified in the Q1 category.
Strong Brand Love Is Not Always Enough to Preserve Loyalty
The study opens up established assumptions in the marketing literature to re-examination by demonstrating that even consumers with strong brand love can shift to more affordable alternative brands under economic pressure.In research conducted with 430 consumers, financial constraints were found to significantly increase brand-switching behavior through the mediating factors of perceived risk, financial anxiety, and debt-avoidance tendencies. While the findings show that emotional brand attachment may be insufficient on its own to explain purchasing behavior during periods of economic hardship, the study proposes a more comprehensive approach that examines consumer decisions alongside resource constraints and financial risk perception.
A Single-Authored Publication Is a Strong Indicator of Academic Competence
The fact that the article was prepared as a sole-authored work carries additional significance in terms of demonstrating the capacity of İstanbul Gelişim University's academic human resources to produce original, independent, and competitive scientific work at the international level.The study, which brings a new theoretical perspective to the literature and offers strong practical implications, not only contributes to current debates in the marketing field but also further strengthens İstanbul Gelişim University's international scientific visibility and academic standing.
A Contribution to Global Visibility through Scientific Output from IGU
İstanbul Gelişim University, whose international academic publication performance continues to grow with each passing year, continues to be home to work that makes an impact worldwide, in line with its vision of supporting high-quality scientific research.
