Burcu Sezen

Burcu Sezen

Universidad de los Andes Colombia - Bogotá / Colombia
Business & Management / Marketing
AD Scientific Index ID: 5424761
University of the Andes, Colombia
person_outline Burcu Sezen's MOST POPULAR ARTICLES
1-) Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agendaT Mandler, B Sezen, J Chen, A ÖzsomerJournal of Business Research 125, 416-435, 2021732021
2-) Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American countryJRS Junior, E ter Horst, G Molina, LH Gunn, F Reinoso-Carvalho, ...Journal of Marketing Analytics 11 (1), 95, 2023102023
3-) How do line extensions impact brand sales? The role of feature similarity and brand architectureB Sezen, K Pauwels, B AtamanJournal of Marketing Analytics, 1-14, 202322023
4-) Financial returns to corporate brand extensions: does typicality matter?B Sezen, D HanssensJournal of Marketing Analytics 11 (3), 287-296, 202312023
5-) Colombian Advertising Industry: The Effects of Social Context on Advertisement OutcomesA Barrios, B SezenHandbook of Research on Global Perspectives on International Advertising, 40-49, 202212022