Universität zu Köln

Karagür, Zeynep ORCID: 0000-0002-0208-9155 (2025). Navigating the Branding Landscape: The Relevance of Brands and Brand Measures for Consumers and Firms. PhD thesis, Universität zu Köln.

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Abstract

The cumulative dissertation “Navigating the Branding Landscape: The Relevance of Brands and Brand Measures for Consumers and Firms” investigates the antecedents and consequences of brand relevance and different brand measures from both the consumer and firm perspectives. It consists of three papers. Paper 1 examines the relevance of brands to consumers in their decision-making across 30 categories over five waves of data collection. Model-free evidence demonstrates significant changes in brand relevance over time with high heterogeneity across categories. Model-based analyses using a Bayesian hierarchical linear model suggest that dynamic category factors and the business cycle drive these changes. Paper 2 examines the impact of changes in brand relevance over time on the relationship between brand equity and firm value. The results show a significant positive moderation effect: In categories where brand relevance is high, the stock market reacts more positively towards changes in brand equity. However, if changes in brand relevance over time are not accounted for in the model, this moderating effect becomes insignificant. Finally, Paper 3 investigates the isolated and combined effects of traditional survey-based brand measures and social media-based real-time brand measures on firm value. The findings show that combining both brand measures in a single model yields the highest explanatory power in explaining firm value, indicating a complementary effect. However, this complementary effect is heterogeneous across brands and especially beneficial for manufacturing brands.

Item Type:	Thesis (PhD thesis)
Creators:	Creators Email ORCID ORCID Put Code Karagür, Zeynep zeynep.karagur@sabanciuniv.edu https://orcid.org/0000-0002-0208-9155 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-792061
Date:	2025
Language:	English
Faculty:	Faculty of Management, Economy and Social Sciences
Divisions:	Faculty of Management, Economics and Social Sciences > Business Administration > Marketing > Professorship for Business Administration, Marketing and Market Research
Subjects:	Management and auxiliary services
Uncontrolled Keywords:	Keywords Language Brand Relevance English Brand Equity English Brand Measures English Marketing Strategy English
Date of oral exam:	17 September 2025
Referee:	Name Academic Title Fischer, Marc Prof. Dr. Völckner, Franziska Prof. Dr.
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/79206