Browsing by Author "Sezen, B."
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How do line extensions impact brand sales? The role of feature similarity and brand architecture
Sezen, B.; Pauwels, K.; Ataman, Mehmet Berk (Springer, 2023-11)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 ...
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