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

MBA, 2011-2013 Galatasaray University

BA in Economics, 2004-2009 Boğaziçi University

Müge Güzel is an Assistant Professor of Marketing at Özyeğin University. Her research focuses on perceptual inaccuracies in marketing relationships, strategic and global marketing, marketing standardization, and brand communication during health crises. Her work has been published in reputable journals such as AMS Review, Journal of Business Research, Journal of Consumer Behaviour, and International Journal of Advertising. She has also presented her research at major conferences, including EMAC, AMA, and AMA Global SIG. Before joining academia, she worked for seven years, holding various roles in the telecommunications and consulting sectors.

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

• Güzel, Z. M., Özsomer, A., & Sezen, B. (2025). Mind the standardization gap: An emerging market phenomenon. Journal of Business Research, 191, 115249. https://doi.org/10.1016/j.jbusres.2025.115249  
• 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

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