Abstract
Mevcut marka isminin yeni bir ürün piyasaya sunarken kullanılması anlamına gelen marka yayma stratejisi, günümüzde işletmelerin sıklıkla başvurduğu stratejik bir markalama stratejisi haline gelmiştir. Bu nedenden dolayı marka yayma stratejisinin başarısında rol oynayan faktörleri anlamak çok kritik bir öneme sahip olmaktadır. Bu çalışmanın amacı marka yayma stratejisi başarısın etkileyen faktörleri aydınlatmaktır. Önerilen model, marka yayma başarısında rol oynadığı düşünülen “algılanan kalite”, “algılanan uyum”, tüketicilerin yenilikçiliği”, “tüketicilerin bilgi düzeyi” ve “algılanan risk”olası başarı faktörlerini sınamaktır. Bunun için güzellik bakım sektöründe faaliyet gösteren ve iyi bilinen bir marka belirlenmiş ve bu marka için gerçekte olmayan bir ürün seçilmiştir. Daha sonra araştırma modelinin sınanması için yapısal eşitlik modelleme yaklaşımı kullanılmıştır. Araştırmanın örneklemini Bursa’daki üniversite öğrencileri oluşturmaktadır. Araştırma sonucunda, seçilen tüm faktörlerin marka yayma başarısı üzerinde pozitif bir etkiye sahip olduğu sonucuna varılmıştır.
References
- Carter, E. R., Curry, D. J., (2013), Perceptions Versus Performance When Managing Extensions: New Evidence About the Role of Fit Between a Parent Brand and an Extension, Journal of the Academy of Marketing Science, Vol.41, pp. 253-269
- Chang, C. C., Lin, C. B., Chang, S. S., (2011), The Relative Advantages of Benefit Overlap Versus Category Similarity in Brand Extension Evalu- ation: The Moderating Role of Self- Regulatory Focus, Mark Lett, Vol.22, pp. 391-404
- Chen, J. K., Liu, M. C., (2004), Positive Brand Ex- tension Trial and Choice of Parent Brand, Journal of Product& Brand Management, Vol.13, No.1, pp. 25-36
- Czellar, S., (2003), Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions, International Journal of Research in Marketing, Vol.20, pp. 97-115
- Delvecchio, D., Smith, C. D., (2005), Brand Exten- sion Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk, Journal of the Academy of Marketing Science, Vol.33, No.2, pp. 184-196
- Hem, E. L., De Chernatony, L., Iversen, M. N., (2003), Factors Influencing Successful Brand Extensions, Journal of Marketing Management, Vol.19, pp. 781-806
- Keller, L. K., Lehmann, R. D., (2006), Brands and Branding: Research Findings and Future Priori- ties, Marketing Science, Vol.25, No.6, pp. 740- 759
- Kirmani, A., Sood, S., Bridges, S., (1999), The Own- ership Effect in Consumer Responses to Brand Line Stretches, Journal of Marketing, Vol.63, No.1, pp. 88-101
- Klink, R. R., Smith, C. D., (2001), Threats to the External Validity of Brand Extension Research, Journal of Marketing Research, Vol.38, No.3, pp. 326-335
- Kumar, P., (2005), Brand Counterextensions: The Im- pact of Brand Extension Success Versus Failure, Journal of Marketing Research, Vol.42, No.2, pp. 183-194
- Lane, R. V., Jacobson, R., (1995), Stock Market Re- actions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity, Journal of Marketing, Vol. 59, No.1, pp. 63-77
- Martinez, E., Montaner, T., Pina, M. J., (2009), Brand Extension Feedback: The Role of Advertising, Journal of Business Research, Vol.62, pp. 305-313
- Martinez, E., Pina, M. J., (2010), Consumer Respons- es to Brand Extension: A Comprehensive Model, European Journal of Marketing, Vol.44, No.7, pp. 1182-1205
- Nasution, A. R., Garnida, N., (2010), A Review of Three Streams of Consumer Innovativeness, Technology Management for Global Economic Growth, Phuket, pp. 1-11
- Rühle, A., Völckner, F., Sattler, H., Hatje, C., (2012), Attitude- Based Versus Choice- Behaviour- Based Success of Brand Extensions, SBR, Vol.64, April, pp.125-140
- Salinas, M. E., Perez, M. P. J., (2009), Modeling the Brand Extensions’ Influence on Brand Image, Journal of Business Research, Vol.62, pp. 50-60
- Song, P., Zhang, C., Xu, Y., Huang, L., (2010), Brand Extension of Online Technology Products: Evi- dence From Search Engine to Virtual Communi- ties and Online News, Decision Support Systems, Vol.49, pp. 91-99
- Taylor, A. V., Bearden, O. W., (2002), The Effects of Price on Brand Extension Evaluations: The Mod- erating Role of Extension Similarity, Journal of the Academy of Marketing Science, Vol.30, No.2, pp. 131-140
- Völckner, F., Sattler, H., (2006), Drivers of Brand Extension Success, Journal of Marketing, Vol.70, No.2, pp. 18-34
- Völckner, F., Sattler, H., Hennig-Thurau, T., Ringle, M. C., (2010), The Role of Parent Brand Quality for Service Brand Extension Success, Journal of Service Research, Vol.13, No.4, pp. 379-396
- Yeo, J., Park, J., (2006), Effects of Parent- Extension Similarity and Self Regulatory Focus on Evalua- tions of Brand Extensions, Journal of Consumer Psychology, Vol.16, No.3, pp.272-282
Abstract
Brand extension strategy, which means the use of an established brand names when introducing a new product for the market, became one of the most important branding strategies and it is very important to recognize the success factors of brand extensions. The purpose of this study is to enlighten the success factors of brand extension success. The proposed model aims to test the possible success factors such as “perceived quality”, “perceived fit”, “consumer innovativeness”, “consumer knowledge” and the “perceived risk”on brand extension strategy. To test the proposed model, a well known brand operating in the beauty care industry was chosen and a hypothetical product was determined. Then, the data was analyzed by means of structural equation modelling. The sample was composed of university students in Bursa. Findings show that all of the chosen factors have a positive effect on the brand extension success.
References
- Carter, E. R., Curry, D. J., (2013), Perceptions Versus Performance When Managing Extensions: New Evidence About the Role of Fit Between a Parent Brand and an Extension, Journal of the Academy of Marketing Science, Vol.41, pp. 253-269
- Chang, C. C., Lin, C. B., Chang, S. S., (2011), The Relative Advantages of Benefit Overlap Versus Category Similarity in Brand Extension Evalu- ation: The Moderating Role of Self- Regulatory Focus, Mark Lett, Vol.22, pp. 391-404
- Chen, J. K., Liu, M. C., (2004), Positive Brand Ex- tension Trial and Choice of Parent Brand, Journal of Product& Brand Management, Vol.13, No.1, pp. 25-36
- Czellar, S., (2003), Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions, International Journal of Research in Marketing, Vol.20, pp. 97-115
- Delvecchio, D., Smith, C. D., (2005), Brand Exten- sion Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk, Journal of the Academy of Marketing Science, Vol.33, No.2, pp. 184-196
- Hem, E. L., De Chernatony, L., Iversen, M. N., (2003), Factors Influencing Successful Brand Extensions, Journal of Marketing Management, Vol.19, pp. 781-806
- Keller, L. K., Lehmann, R. D., (2006), Brands and Branding: Research Findings and Future Priori- ties, Marketing Science, Vol.25, No.6, pp. 740- 759
- Kirmani, A., Sood, S., Bridges, S., (1999), The Own- ership Effect in Consumer Responses to Brand Line Stretches, Journal of Marketing, Vol.63, No.1, pp. 88-101
- Klink, R. R., Smith, C. D., (2001), Threats to the External Validity of Brand Extension Research, Journal of Marketing Research, Vol.38, No.3, pp. 326-335
- Kumar, P., (2005), Brand Counterextensions: The Im- pact of Brand Extension Success Versus Failure, Journal of Marketing Research, Vol.42, No.2, pp. 183-194
- Lane, R. V., Jacobson, R., (1995), Stock Market Re- actions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity, Journal of Marketing, Vol. 59, No.1, pp. 63-77
- Martinez, E., Montaner, T., Pina, M. J., (2009), Brand Extension Feedback: The Role of Advertising, Journal of Business Research, Vol.62, pp. 305-313
- Martinez, E., Pina, M. J., (2010), Consumer Respons- es to Brand Extension: A Comprehensive Model, European Journal of Marketing, Vol.44, No.7, pp. 1182-1205
- Nasution, A. R., Garnida, N., (2010), A Review of Three Streams of Consumer Innovativeness, Technology Management for Global Economic Growth, Phuket, pp. 1-11
- Rühle, A., Völckner, F., Sattler, H., Hatje, C., (2012), Attitude- Based Versus Choice- Behaviour- Based Success of Brand Extensions, SBR, Vol.64, April, pp.125-140
- Salinas, M. E., Perez, M. P. J., (2009), Modeling the Brand Extensions’ Influence on Brand Image, Journal of Business Research, Vol.62, pp. 50-60
- Song, P., Zhang, C., Xu, Y., Huang, L., (2010), Brand Extension of Online Technology Products: Evi- dence From Search Engine to Virtual Communi- ties and Online News, Decision Support Systems, Vol.49, pp. 91-99
- Taylor, A. V., Bearden, O. W., (2002), The Effects of Price on Brand Extension Evaluations: The Mod- erating Role of Extension Similarity, Journal of the Academy of Marketing Science, Vol.30, No.2, pp. 131-140
- Völckner, F., Sattler, H., (2006), Drivers of Brand Extension Success, Journal of Marketing, Vol.70, No.2, pp. 18-34
- Völckner, F., Sattler, H., Hennig-Thurau, T., Ringle, M. C., (2010), The Role of Parent Brand Quality for Service Brand Extension Success, Journal of Service Research, Vol.13, No.4, pp. 379-396
- Yeo, J., Park, J., (2006), Effects of Parent- Extension Similarity and Self Regulatory Focus on Evalua- tions of Brand Extensions, Journal of Consumer Psychology, Vol.16, No.3, pp.272-282
Details
| Other ID | JA22UB53MV |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | March 1, 2016 |
| Published in Issue | Year 2016 Volume: 18 Issue: 1 |