Employee Profile

Tuba Yilmaz

Associate Professor - Department of Marketing


Tuba Yilmaz holds a doctoral degree in Marketing from Koc University, Turkey. Before entering academia, Yilmaz gained practical experience in advertising and product management. Her research centers on marketing strategy, specifically innovation, interorganizational relationships, marketing-finance interface, and business-to-business marketing. More recently, she has become interested in the impact of digital advancements on marketing.


Yilmaz, Tuba; Sagfossen, Sofie & Velasco, Carlos (2023)

What makes NFTs valuable to consumers? Perceived value drivers associated with NFTs liking, purchasing, and holding

Journal of Business Research, 165 Doi: 10.1016/j.jbusres.2023.114056

Non-fungible tokens (NFTs) are unique digital assets that exist in a given blockchain. NFT projects, containing unique collections of these assets, are blockchain-based companies that deliver value to customers. Why do people buy NFTs paying up to millions of dollars? Given the lack of studies on what makes NFTs valuable to consumers, we conceptualized the NFT journey through an analysis of the customer journey and the current NFT space dynamics, assessing key stage-based value drivers. We developed the temporal dimension of value perception in the digital asset journey, conceptualizing it as three distinct interaction stages with NFT collections: liking, purchasing, and holding or selling. Then, throughout three studies involving NFT users, we assessed the drivers associated with these stages. Using consumer-based value theory, we identified and categorized distinct drivers of value and examined the dynamics of these drivers across all stages. This exploratory study lays a foundation for future digital asset value research.

Harmancioglu, Nukhet; Griffith, David A. & Yilmaz, Tuba (2019)

Short- and long-term market returns of international codevelopment alliances of new products

Journal of the Academy of Marketing Science, 1, s. 1- 21. Doi: 10.1007/s11747-018-00622-w - Full text in research archive

Yilmaz, Tuba; Antia, Kersi, Wathne, Kenneth Henning & Wuyts, Stefan (2017)

Crises in Multilateral Co-branding Alliances: Consequences for Member Firms

[Academic lecture]. Winter Educator’s AMA Conference.

Academic Degrees
Year Academic Department Degree
2017 Koc University PhD
Work Experience
Year Employer Job Title
2021 - Present BI Norwegian Business School Associate Professor
2017 - 2021 BI Norwegian Business School Assistant Professor