Burcu Sezen

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Burcu Sezen

Burcu Sezen

b.sezen @uniandes.edu.co

Profesor Asistente

Oficina: SD_914A

Extensión: 3529

Facultad de Administración

Información básica
Cursos
Productos
Proyectos

Información básica

Cursos Recientes

  • 2020
    • FUNDAMENTOS DE MERCADEO

      Segundo Periodo
      Licenciatura

      FUNDAMENTOS MERCADEO

      Segundo Periodo
      Licenciatura

Productos Recientes

Sezen B.(2021).
Assistance to the Journal of International Marketing Conference
Evento
Sezen B. (2021)
Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda
Journal of Business Research (ISSN 0148-2963)
Artículo

Proyectos Recientes

  • 2019
    • The Role of Brand Equity in Increasing Marketing Effectiveness

      Duración: 36 meses

      PR.3.2018.5847

      The research topic is the role of brand equity in the effectiveness of marketing actions. Brand equity has been defined differently for various purposes (Farquhar, 1989; Aaker, 1991; Keller, 1998). Brand equity is the value of the brand in either customer, market or financial terms. Although the approaches to brand equity differ, they all either implicitly or explicitly depend upon brand knowledge structures in the minds of consumers which determine brand equity and ultimately drive sales. Most influential in the last fifteen years has been Keller’s definition of “Customer Based Brand Equity” (CBBE) which treats brand equity as composed of the “brand knowledge” and “brand image” that exist in customer’s minds (1993). The link between brand equity and brand performance is bidirectional. First, marketing actions have been shown to increase brand equity (Yoo et al. 2000). Actions such as new product introductions, advertising are meant not to only create immediate sales but also to build brand equity. Second, existing brand equity increases marketing effectiveness. Indeed, Keller (1993) define brand equity as “the differential effect that brand knowledge has on consumer response to marketing activity” (p.421). This view contends that a brand has positive equity to the extent that consumers respond more favorably to marketing activities due to the identification of the brand name (Hoeffler and Keller, 2003).

Cursos

  • 2020
    • FUNDAMENTOS DE MERCADEO

      Segundo Periodo
      Licenciatura

      FUNDAMENTOS MERCADEO

      Segundo Periodo
      Licenciatura
    • BRAND MANAGEMENT

      Segundo Periodo
      Licenciatura
  • 2019
    • FUNDAMENTOS MERCADEO (INGLES)

      Primer Periodo
      Licenciatura

      BRAND MANAGEMENT (INGLÉS)

      Primer Periodo
      Licenciatura
    • BRAND MANAGEMENT

      Segundo Periodo
      Licenciatura

      FUNDAMENTOS MERCADEO (INGLES)

      Segundo Periodo
      Licenciatura
  • 2018
    • BRAND MANAGEMENT (INGLÉS)

      Segundo Periodo
      Licenciatura

      FUNDAMENTOS MERCADEO (INGLES)

      Segundo Periodo
      Licenciatura

Productos

Sezen B.(2021).
Assistance to the Journal of International Marketing Conference
Evento
Sezen B. (2021)
Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda
Journal of Business Research (ISSN 0148-2963)
Artículo
Sezen B. (2020)
Bases for Categorization and Substitution: Is Feature or Brand-Name Similarity More Conducive to Attenuating Cannibalization When Introducing a New Product?
Artículo
Sezen B.
Assistance to the Summer AMA
Evento

Proyectos

  • 2019
    • The Role of Brand Equity in Increasing Marketing Effectiveness

      Duración: 36 meses

      PR.3.2018.5847

      The research topic is the role of brand equity in the effectiveness of marketing actions. Brand equity has been defined differently for various purposes (Farquhar, 1989; Aaker, 1991; Keller, 1998). Brand equity is the value of the brand in either customer, market or financial terms. Although the approaches to brand equity differ, they all either implicitly or explicitly depend upon brand knowledge structures in the minds of consumers which determine brand equity and ultimately drive sales. Most influential in the last fifteen years has been Keller’s definition of “Customer Based Brand Equity” (CBBE) which treats brand equity as composed of the “brand knowledge” and “brand image” that exist in customer’s minds (1993). The link between brand equity and brand performance is bidirectional. First, marketing actions have been shown to increase brand equity (Yoo et al. 2000). Actions such as new product introductions, advertising are meant not to only create immediate sales but also to build brand equity. Second, existing brand equity increases marketing effectiveness. Indeed, Keller (1993) define brand equity as “the differential effect that brand knowledge has on consumer response to marketing activity” (p.421). This view contends that a brand has positive equity to the extent that consumers respond more favorably to marketing activities due to the identification of the brand name (Hoeffler and Keller, 2003).