A branding in immersive technologies researcher and consultant.
Research Papers
Kalender, Yunus and Francisco Guzmán (2025),“How consumer-brand interactions differ in the metaverse versus physical, social media, and web environments”, Journal of Product and Brand Management, Accepted for publication.
Kalender, Yunus and Francisco Guzmán (2025), “What drives consumers to engage in immersive technologies? A consumer metaverse engagement motivation model”, Psychology & Marketing,42 (3), 921-950. https://doi.org/10.1002/mar.22158.
Tarı Kasnakoğlu, Berna and Yunus Kalender (2025), “Loyalty to amateur sellers in the online secondhand market”, Asia Pacific Journal of Marketing and Logistics. Ahead of print, 10.1108/APJML-07-2024-0869
Tarı Kasnakoğlu, Berna, Yunus Kalender, and Volkan Dogan (2024), “Effects of Situational and Structural Factors on Co-Creation in Retail Stores”, METU Studies in Development, 51 (1), 105-126.
Tarı Kasnakoğlu, Berna, Yunus Kalender, and Hatice Gökkaya (2022), “The Contextuality of Resources and Co-Creation in Dialogical Service Relationships,” Service Science, 3 (14), 245-271
Kalender, Yunus and Berna Tarı Kasnakoğlu (2021), “Understanding Hajj Travel: A Dynamic Identity Perspective,” Journal of Tourism and Cultural Change, 7 (22), 1-18.
Tarı Kasnakoğlu, Berna and Yunus Kalender (2020), “Formal and Informal Components of a Service Relationship,” Journal of Marketing and Marketing Research (Pazarlama ve Pazarlama Araştırmaları Dergisi), 13(1): 101-117.
Books
Tarı Kasnakoğlu, Berna and Yunus Kalender (2020), Retailing for Small and Medium Size Enterprises, Gazi Kitabevi.
Digital Transformation for Small and Medium Size Enterprises
Tarı Kasnakoğlu, Berna and Yunus Kalender (2020), Digital Transformation for Small and Medium Size Enterprises, Gazi Kitabevi.
Book
Chapters
Academic Ethics: Some Observations
Tarı Kasnakoğlu, Berna and Yunus Kalender, (2021), “Academic Ethics: Some Observations” (Introductory Chapter), In Academic Ethics, Edited by Fahri Apaydın, Nobel Kitabevi.
Tarı Kasnakoğlu, Berna, Meltem Türe and Yunus Kalender (2020), “Generation Z in Turkey”, In The New Generation Z in Asia, Edited by Chris Scholz, Wiley.