Faculty of Business

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Browsing by Institution Author "ATAMAN, Mehmet Berk"

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    ArticlePublicationOpen Access
    How do line extensions impact brand sales? The role of feature similarity and brand architecture
    (Springer, 2023-11) Sezen, B.; Pauwels, K.; Ataman, Mehmet Berk; Business Administration; ATAMAN, Mehmet Berk
    Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters of products within the company’s portfolio impact the sales effects of typical marketing actions such as line extensions. This paper quantifies the effect of different brand architecture choices and product feature similarity in moderating the impact of line extensions on brand sales. Based on categorization theory, the authors hypothesize that brand name similarity and feature similarity, both independently, and in interaction, increase brand cannibalization. The empirical analysis in three consumer packaged-goods categories shows that it is more critical to minimize the feature similarity than brand name similarity to limit cannibalization and generate higher incremental sales from line extensions. Controlling for feature similarity, line extensions introduced under sub-brands cause greater cannibalization.
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    The rise of mobile Marketing: A decade of research in review
    (Now Publishers Inc, 2022) Aydin-Gokgoz, Z.; Ataman, Mehmet Berk; Van Bruggen, G.; Business Administration; ATAMAN, Mehmet Berk
    Paralleling the growing space mobile phones take in today's consumers' daily routines, academic mobile marketing research has been growing at an increasing pace recently. The presence of multiple players in the mobile eco-system and the wide range of topics under investigation, coupled with the fragmented nature of the mobile marketing domain, call for an updated unifying framework. Accordingly, this review looks at the last decade of mobile marketing research and provides an overview by offering an integrated framework and an extensive review of the research in this domain. Based on a database of 178 articles published in top marketing journals over the last decade, we formulate a framework that is based on (1) the transformation of consumer behavior considering the shifts in users' lifestyles, (2) the effects of mobile on the transformation of existing and the emergence of new businesses, and (3) the integration of mobile within the existing channel mix and its interaction with other channels. In this framework, we first classify each article under various research themes, type of data collection, and their dependent and independent variables. We then synthesize the extant literature in each of the sub-research topics under our framework: the mobile transformations of consumers and businesses, mobile applications, mobile channel deployment and integration, mobile advertising and promotions, promotions, how mobile facilitates consumer-to-business connections, and mobile data. This review provides insights on the recent evolution of the mobile marketing field as well as presenting avenues for future research.
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    ArticlePublicationOpen Access
    Unveiling the dynamics of emotions in society through an analysis of online social network conversations
    (Springer Nature, 2023-09-11) Sener, B.; Akpinar, E.; Ataman, Mehmet Berk; Business Administration; ATAMAN, Mehmet Berk
    Social networks can provide insights into the emotions expressed by a society. However, the dynamic nature of emotions presents a significant challenge for policymakers, politicians, and communication professionals who seek to understand and respond to changes in emotions over time. To address this challenge, this paper investigates the frequency, duration, and transition of 24 distinct emotions over a 2-year period, analyzing more than 5 million tweets. The study shows that emotions with lower valence but higher dominance and/or arousal are more prevalent in online social networks. Emotions with higher valence and arousal tend to last longer, while dominant emotions tend to have shorter durations. Emotions occupying the conversations predominantly inhibit others with similar valence and dominance, and higher arousal. Over a month, emotions with similar valences tend to prevail in online social network conversations.