Browsing Ph.D. Theses by Subject "Brand name products."

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Categorization flexibility and scheme incongruity effect on new product evaluations

Yıldırım, Pınar. (Thesis (Ph.D.)-Bogazici University. Institute for Graduate Studies in Social Sciences, 2012., 2012.)

This study is designed to explore the effects of category based transfer and schema incongruity on the categorization and evaluation of new products. Employing the drink “cider” as the hypothetical new product to be ...
Drivers of brand extension success and the role of brand relationship quality

Sönmezler Arıkan, Esra. (Thesis (Ph.D.)-Bogazici University. Graduate Institute of Social Sciences, 2010., 2010.)

Given the importance of brands and the strategy of brand extensions, the primary purpose of this study is to determine the key drivers of brand extension success. The proposed model not only incorporates the success factors ...
Strategic management of Turkish brands in international markets

Eren-Erdoğmuş, Z. İrem. (Thesis (Ph.D.)-Bogazici University. Institute of Social Sciences, 2005., 2005.)

The aim of this dissertation is to shed a light to the strategic brand management practices of Turkish multinational companies in international markets. Being at the edge of full membership to the European Union, having ...

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