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Toplam kayıt 4, listelenen: 1-4
Investigating the current position of brand extensions in recent literature
(Atlas 10th International Social Sciences Congress, 2023)
Human beings seek variety in different kinds of matters. It is seen that throughout the years of human evolution, there is not a static behavior rather a dynamic behavior is observed. From a consumer’s perspective, a similar ...
Comparative analysis of three empirical studies regarding new product development/success
(Antalya Bilim University International Journal of Social Sciences, 2020)
Recently, companies need to be more responsive in order to meet the rapid changes considering both consumer preferences and managerial practices. From a marketing perspective, new product development is an important issue ...
Vib: a marketing case study analysis
(Journal of Business Innovation and Governance, 2020)
Best Western Hotels & Resorts (BW) introduced a new brand called "Vib". The first BW Vib Hotel opened as BW Vib Antalya in 2017. Despite Vib's brand concept, BW Vib Antalya is located outside of the city center of Antalya, ...
An evaluation of impact of advertising intensity on entry mode choice
(Antalya Bilim University International Journal of Social Sciences, 2021)
Globalization has led companies to expand into foreign markets. These multinational enterprises (MNEs) consider diverse factors when entering a foreign country. One of the important decisions the MNEs make is the entry ...