https://www.jomaes.org/index.php/jomaes Ayşe Nevin SERT, Ph.D. en-US Journal of Management and Economic Studies https://www.jomaes.org/index.php/jomaes/article/view/198 <p>This research aims to examine the impact of people-oriented and task-oriented leadership styles on the career aspirations of individuals working in the tourism sector. The study particularly evaluates the guiding and determining effects of people-oriented and task-oriented leadership styles on employees’ desire to build a career. In this context, the relationship between leadership approaches, employees’ individual development, and their level of commitment to the sector has been investigated. The population of the research consists of employees working in accommodation enterprises operating in Antalya. The sample comprises 421 hotel employees, selected from this population through the simple random sampling method, who voluntarily participated in the study. A quantitative research method was adopted, and the survey technique was employed as the data collection tool.</p> Firdevs Feyza İNCE Çağla KESKİN Copyright (c) 2025 https://creativecommons.org/licenses/by-nd/4.0 2025-12-10 2025-12-10 7 4 279 294 10.26677/TR1010.2025.1600 https://www.jomaes.org/index.php/jomaes/article/view/199 <p>In the first quarter of the 21st century, a period characterized by the recognized significance of customer relationships within marketing, it has become evident that for firms, merely producing goods and services that satisfy the target audience's needs is insufficient to secure a sustainable competitive advantage in highly contested markets. Consequently, it is deemed necessary to establish emotional bonds with the target segment. At this juncture, the importance of the brand concept is highlighted. Brands constitute a combination of names, symbols, designs, or concepts that encompass both tangible and intangible attributes, enabling the differentiation of products and services from their counterparts. Brands represent the perceptions, feelings, associations, and experiences held by the target audience in relation to the firm, product, or service. Brands equipped with an effective management system provide firms with opportunities for market expansion within their operational domains. Given these benefits, branding has emerged as a central focus for organizations in the 21st century. The objective of the current study is to delineate the conceptual framework of brand concepts and brand positioning strategies. The study holds significance due to its potential contribution to the existing literature and its provision of practical recommendations for firms aiming to enhance their brand image.</p> Selahattin ÇAKMAK Ayşe Nevin SERT Copyright (c) 2025 https://creativecommons.org/licenses/by-nd/4.0 2025-12-10 2025-12-10 7 4 295 303 10.26677/TR1010.2025.1601