Browsing Faculty of Business by OzU Authors "Ataman, Mehmet Berk"
Now showing items 1-3 of 3
-
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 ... -
The rise of mobile Marketing: A decade of research in review
Aydin-Gokgoz, Z.; Ataman, Mehmet Berk; Van Bruggen, G. (Now Publishers Inc, 2022)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 ... -
Unveiling the dynamics of emotions in society through an analysis of online social network conversations
Sener, B.; Akpinar, E.; Ataman, Mehmet Berk (Springer Nature, 2023-09-11)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 ...
Share this page