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dc.contributor.authorSezen, Burcu
dc.date.accessioned2018-06-25T12:10:36Z
dc.date.available2018-06-25T12:10:36Z
dc.date.issued2017-06
dc.identifier.urihttp://hdl.handle.net/10679/5828
dc.identifier.urihttps://tez.yok.gov.tr
dc.identifier.urihttp://discover.ozyegin.edu.tr/iii/encore/record/C__Rb2647436?lang=eng
dc.descriptionThesis (Ph.D.)--Özyeğin University, Graduate School of Business, Department of Business, June 2017.
dc.description.abstractDecisions pertaining to the organization of products under brands within the company's portfolio are an important aspect of brand portfolio strategy with potentially serious top-and bottom-line implications. Despite the critical role brand architecture decisions play on profitability, there is little empirical evidence on how the strength of the link established among clusters of products within the company's portfolio impacts company performance. To advance our understanding in this domain, this paper scrutinizes the effect of different brand architecture strategies (master brand with sub-brands vs stand-alone brand strategy) in moderating the impact of marketing actions (price promotion and new product introduction) on total portfolio sales. Using insights from diagnosticity-accessibility theory, the authors develop hypotheses as to whether and when a certain marketing action is expected to generate greater portfolio sales and how the differentiation level of products within the portfolio may interfere. The hypotheses are tested by means of a sales decomposition model, which traces demand redistribution in response to a focal brand's marketing actions among linked (master brand with sub-brands), unlinked (stand-alone), and other brands in the category. In the empirical application, the authors use the coffee category in the IRI Academic Data Set. The results have the managerial implication that companies that use predominantly stand-alone brands benefit from price promotions more than subbrands. The reverse implication is true for line extensions.en_US
dc.description.abstractÜrünlerin şirketin marka portfolyosu altında organize edilmesi hakkında kararları marka portfolyo stratejisinin önemli bir kısmıdır ve şirketin satışlarına ve karlılığında önemli etkenlerdir. Marka mimarisi hakkında kararların karlılık üzerindeki kritik etkilerine rağmen bu konuda ampirik çalışmalar çok sınırlı düzeydedir. Bu alandaki bilgimizi arttırmak amacıyla yapılan bu çalışmada, farklı marka mimarilerinin pazarlama aktivitelerinin portfolyo satışları üzerindeki etkisi irdelenmektedir. Ulaşılabilirlik-tanı konulabilirlik (accessibility-diagnosticity) teorisini kullanarak bazı pazarlama aktivitelerinin hangi durumlarda daha çok portfolyo satışına sebep olduğu ve ürünlerin arasındaki ayrımlaşma seviyesinin bunları nasıl etkiledeği araştırılmaktadır. Hipotezler bir satış dekompozisyonu modeli kullanmaktadır. Ampirik çalışmada kahve kategorisi ve IRI Academic Data Set kullanılmaktadır.
dc.language.isoengen_US
dc.rightsrestrictedAccess
dc.titleThe impact of brand architecture decisions on portfolio salesen_US
dc.title.alternativeMarka mimarisi kararlarının portfolyo satışları üzerindeki etkisi
dc.typePhD dissertationen_US
dc.contributor.advisorPauwels, Koen Hendrik
dc.contributor.committeeMemberPauwels, Koen Hendrik
dc.contributor.committeeMemberAtaman, M. B.
dc.contributor.committeeMemberTunalı, A. Ö.
dc.contributor.committeeMemberAkşit, Mina Seraj
dc.contributor.committeeMemberCanlı, Z. G.
dc.publicationstatusUnpublisheden_US
dc.subject.keywordsBranden_US
dc.subject.keywordsBrand architectureen_US
dc.subject.keywordsBrand managementen_US
dc.subject.keywordsPortfolioen_US
dc.subject.keywordsPortfolio managementen_US
dc.subject.keywordsSaleen_US
dc.subject.keywordsSales performanceen_US
dc.subject.keywordsSales managementen_US
dc.contributor.ozugradstudentSezen, Burcu
dc.contributor.authorFemale1


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