Belbağ, Aybegüm Güngördü

Profile Picture
Profile URL
https://hdl.handle.net/20.500.14411/10875
Name Variants
Aybegüm Güngördü Belbağ
Belbag, Aybegum Gungordu
Gungordu, Aybegum Gungordu
Belbag, Aybegum Belbag
Aybegum G.
Belbağ, A. G.
Güngördü, Aybegüm
Gungordu, A. B.
Gungordu Belbag, Aybegum
Job Title
Profesor Doktor
Email Address
aybegum.belbag@atilim.edu.tr
Main Affiliation
Business
Status
Current Staff
Website
ORCID ID
0000-0001-8704-0045
Scopus Author ID
57236956700
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
A-8849-2018

Sustainable Development Goals

SDG data is not available
Documents

14

Citations

153

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6

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Documents

12

Citations

97

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Scholarly Output

6

Articles

6

Views / Downloads

85/14

Supervised MSc Theses

0

Supervised PhD Theses

0

WoS Citation Count

17

Scopus Citation Count

24

Patents

0

Projects

0

WoS Citations per Publication

2.83

Scopus Citations per Publication

4.00

Open Access Source

2

Supervised Theses

0

JournalCount
International Journal of Emerging Markets1
İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi1
Journal of Economic and Administrative Sciences1
Journal of Financial Services Marketing1
Thunderbird International Business Review1
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  • Thumbnail Image
    Article
    The "Trickle-Across" Phenomenon: Consumption-Mimicking in Emerging Markets in a Stress Environment
    (Emerald Group Publishing Ltd, 2026) Gungordu Belbag, Aybegum; Deligonul, Seyda Z.; Uner, Mehmet Mithat; Cavusgil, S. Tamer
    Purpose - This study conceptualizes a novel framework called the "trickle-across" phenomenon to understand how middle-class consumers in emerging markets adapt their consumer behavior during economic crises. Unlike the trickle-down model based on upward emulation, the study explores how risk and uncertainty drive consumers to mimic their in-group. Design/methodology/approach - The study employs a conceptual review approach, synthesizing the crisis literature on middle-class consumer behavior across emerging markets. It offers four novel propositions to explain the socio-psychological underpinnings of the shift in middle-class consumer behavior. Findings - Under normal, low-anxiety conditions, middle-class consumers seek upward mobility through aspirational consumption and class emulation, referred to as trickle-down theory. However, during crises, heightened risk anxiety triggers a shift from upward emulation to lateral mimicry, where individuals conform to the consumption norms of their immediate social cohort. Socio-cultural influences play a critical role in risk trivialization and adapting to economic hardships. Originality/value - The study proposes the trickle-across phenomenon as a defining pattern of middle-class consumer behavior in emerging markets during crises. It shifts the focus from aspirational models to cohort-based survival strategies and highlights how socio-cultural factors help middle-class consumers adapt to economic hardships and preserve identity. The framework provides new insights for marketers, policymakers, and scholars.
  • Thumbnail Image
    Article
    Mobile Payment Adoption During the COVID-19 Pandemic: A Systematic Literature Review
    (Palgrave Macmillan Ltd, 2026) Belbag, Aybegum Gungordu; Güngördü Belbağ, Aybegüm
    During the pandemic, the shift to non-physical transactions increased the need for mobile payments. This study aims to offer a systematic literature review on consumer behavior towards mobile payment during the pandemic, using the Theory, Context, Characteristics, and Methodology framework and following the Scientific Procedures and Reasons for Systematic Literature Reviews protocol. 47 articles from the WOS database were analyzed, revealing a dominance of quantitative studies, primarily based on the Technology Acceptance Model and UTAUT. Findings show that environmental stimuli and internal states (organism) shape behaviors and behavioral intentions (responses) towards mobile payments during the pandemic. The study concludes with future research directions grounded in the TCCM framework.