Özyeğin University, Çekmeköy Campus Nişantepe District, Orman Street, 34794 Çekmeköy - İSTANBUL

Phone : +90 (216) 564 90 00

Fax : +90 (216) 564 99 99

E-mail: info@ozyegin.edu.tr

Zeynep Müge
Güzel

Zeynep Müge
Güzel

Assistant Professor


Doctorate

Ph.D. in Marketing, 2015-2022 Koç University

Master's

MBA, 2011-2013 Galatasaray University

Bachelor's

BA in Economics, 2004-2009 Boğaziçi University



Research Areas

Perceptual Inaccuracies in Marketing Relationships, Relationship Marketing, Strategic Marketing, International Marketing, Marketing Standardization, Brand Communication during COVID-19


Research
  • Özsomer, A., Güzel, Z. M., Newmeyer, C. E., & Schmidt-Devlin, E. (2024). The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM. International Journal of Advertising, 1–25. https://doi.org/10.1080/02650487.2024.2355770
  • Güzel, Z.M., Ozsomer, A., Cleansing the doors of perception: Perceptual inaccuracy in marketing relationships. Academy of Marketing Science Review (2022). https://doi.org/10.1007/s13162-022-00233-3 
  • Özsomer, A., Güzel, Z. M., Newmeyer, C. E., & Schmidt‐Devlin, E., Can advertising enhance consumers' desirable COVID‐19 health behavioral intentions? The role of brand‐pandemic fit. Journal of Consumer Behaviour. (2022).https://doi.org/10.1002/cb.2024

Awards

  • Koç University, Graduate School of Business Outstanding Academic Achievement Award, 2021
  • AMS Review/Sheth Foundation Doctoral Competition Winner, 2020
  • AMA Sheth Foundation Doctoral Consortium Fellow, 2020
  • AMS Doctoral Consortium Fellow, 2020

Teaching

Marketing (MKTG 201), Marketing Research (MKTG 311)