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MARKA YAYMA STRATEJİSİNDE TUTUM TRANSFERİNİ ETKİLEYEN FAKTÖRLER

Year 2007, , 35 - 46, 10.06.2007
https://doi.org/10.14783/maruoneri.684166

Abstract

Marka yayma stratejisi, tanınmış markaların orijinal kategorisinden farklı olan ürün kategorilerinde başarılı olma olasılığını arttırmak için yeni ürün kategorisinde mevcut marka ismini kullanma stratejisidir. Marka yayma stratejisinin başarısı veya başarısızlığı, tüketicilerin markanın yeni ürününe yönelik tutumlarına şekil veren süreçlerle belirlenir. Bu nedenle, tüketicilerin tutumlarının nasıl şekillendiğini anlamak ve bu işlemin sürdürülmesindeki kilit faktörleri tanımlamak çok önemlidir. Bu çalışmanın amacı, tüketicilerin yeni ürüne yönelik kalite algıları üzerinde etkili olabilecek dört temel faktörün, (1) algılanan uyum, (2) marka bilinirliği, (3) tüketicilerin mevcut markaya yönelik tutumları ve (4) ürün aşinalığı faktörlerinin, nispi etkilerini incelemektir. Pek çok hipotez geliştirildi ve geniş bir örneklem kitlesinden veri toplanarak regresyon analizleri yoluyla hipotezler test edildi. Bu çalışmada elde edilen bulgular gerek marka yönetiminin teorik gelişimi gerekse pazarlama uygulamaları açısından makalenin sonunda tartışıldı.

References

  • [1] Consumer Behavior Seminar (CBS), University of Minnesota. (1987). Affect Generalization to Similar and Dissimilar Brand Extension. Psychology & Marketing, 4(3), 225-237.
  • [2] Boush, D.M. & Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, 28(1), 16-28.
  • [3] Grime, I.; Diamantopoulos, A. & Smith, G. (2002). Consumer Evaluations of Extensions and Their Effects on the Core Brand. European Journal of Marketing, 36(11/12), 1421-1438.
  • [4] Yılmaz, C. (2004). Pazarlama Yönetimi ve Pazarlama Araştırması Yayınlanmamış Ders Notlan.
  • [5] Aaker, D.A. (1990). Brand Extensions: The Good, The Bad, and The Ugly. Sloan Management Review, 31 (4), 47- 56.
  • [6] Park, C.W.; Milberg, S. & Lavvson, R. (1991). Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency. Journal of Consumer Research, 18(2), 185-193. 7
  • [7] Martin, I.M. & Stevvart D.W. (2001). The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity. Journal of Marketing Research, 38 (4), 471-484.
  • [8] Ratneshwar, S. & Shocker, A.D. (1991). Substitution in Use and the Role of Usage Context in Product Category Structures. Journal of Marketing Research, 28(3), 281- 295.
  • [9] Ratneshwar, S.; Pechmann, C. & Shocker, A.D. (1996). Goal-Derived Categories and the Antecedents of Across- Category Consideration. Journal of Consumer Research, 23(3), 240-250.
  • [10] Broniarczyk, S.M. & Alba J.W. (1994). The Importance of the Brand in Extension. Journal of Marketing Research, 31(2), 214-228.
  • [11] Morrin, M. (1999). The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes. Journal of Marketing, 36(4), 517-525.
  • [12] Kent, R.J. & Ailen, C.T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58(3), 97-105.
  • [13] Aaker, D.A. (2002). Building Strong Brands. 1. Baskı. Great Britain: The Bath Press.
  • [14] Smith, D.C. & Park, C.W. (1992). The Effects of Brand Extensions on Market Share and Advertising Effıciency. Journal of Marketing Research, 29(3), 296-313.
  • [15] isen, A.M.; Labroo, A.A. & Durlach, P. (2004). An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures. Motivation and Emotion, 28(1), 43-63.
  • [16] Lassar, W.; Mittal, B. & Sharma, A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12(4), 11-19.
  • [17] Alba, J.W. & Hutchinson, J.W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411-454.
  • [18] Adaval, R. (2003). How Good Gets and Bad Gets Worse: Understanding the Impact of Afect on Evaluations of Known Brands. Journal of Consumer Research, 30(3), 352-367.
  • [19] Sullivan, M. (1990). Measuring Image Spillovers in Umbrella-Branded Products. The Journal of Business, 63(3), 309-329.
  • [20] Aaker, D.A. & Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54 (1), 27-41.
  • [21] James, D.O. (2006). Extension to alliance: Aaker and Keller’s model revisited. The Journal of Product and Brand Management, 15(1), 15-22.
  • [22] Capital İş ve Ekonomi Dergisi. (2004). Mayıs 2004 Markalar Eki, 5, 7-16.
  • [23] Chaudhuri, A. & Holbrook M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • [24] Bearden, W.O. & Netemayer, R.G. (1999). Handbook of Marketing Scales. 2. Baskı. Thousand Oaks, California.: Sage Publications. Inc.
  • [25] Loken, B. & Ward, J. (1990). Alternative Approaches to Understanding the Determinants of Typicality. Journal of Consumer Research, 17(2), 111-126.
  • [26] Mao H. & Krishnan H.S. (2006). Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two- Process Contingency Model. Journal of Consumer Research, 33(1), 41-49.
  • [27] Zimmer, M.R. & Bhat, S. (2004). The Reciprocal Effects of Extension Quality and Fit on Parent Brand Attitude. Journal of Product & Brand Management, 13(1), 37-46.
Year 2007, , 35 - 46, 10.06.2007
https://doi.org/10.14783/maruoneri.684166

Abstract

References

  • [1] Consumer Behavior Seminar (CBS), University of Minnesota. (1987). Affect Generalization to Similar and Dissimilar Brand Extension. Psychology & Marketing, 4(3), 225-237.
  • [2] Boush, D.M. & Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research, 28(1), 16-28.
  • [3] Grime, I.; Diamantopoulos, A. & Smith, G. (2002). Consumer Evaluations of Extensions and Their Effects on the Core Brand. European Journal of Marketing, 36(11/12), 1421-1438.
  • [4] Yılmaz, C. (2004). Pazarlama Yönetimi ve Pazarlama Araştırması Yayınlanmamış Ders Notlan.
  • [5] Aaker, D.A. (1990). Brand Extensions: The Good, The Bad, and The Ugly. Sloan Management Review, 31 (4), 47- 56.
  • [6] Park, C.W.; Milberg, S. & Lavvson, R. (1991). Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency. Journal of Consumer Research, 18(2), 185-193. 7
  • [7] Martin, I.M. & Stevvart D.W. (2001). The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity. Journal of Marketing Research, 38 (4), 471-484.
  • [8] Ratneshwar, S. & Shocker, A.D. (1991). Substitution in Use and the Role of Usage Context in Product Category Structures. Journal of Marketing Research, 28(3), 281- 295.
  • [9] Ratneshwar, S.; Pechmann, C. & Shocker, A.D. (1996). Goal-Derived Categories and the Antecedents of Across- Category Consideration. Journal of Consumer Research, 23(3), 240-250.
  • [10] Broniarczyk, S.M. & Alba J.W. (1994). The Importance of the Brand in Extension. Journal of Marketing Research, 31(2), 214-228.
  • [11] Morrin, M. (1999). The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes. Journal of Marketing, 36(4), 517-525.
  • [12] Kent, R.J. & Ailen, C.T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58(3), 97-105.
  • [13] Aaker, D.A. (2002). Building Strong Brands. 1. Baskı. Great Britain: The Bath Press.
  • [14] Smith, D.C. & Park, C.W. (1992). The Effects of Brand Extensions on Market Share and Advertising Effıciency. Journal of Marketing Research, 29(3), 296-313.
  • [15] isen, A.M.; Labroo, A.A. & Durlach, P. (2004). An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures. Motivation and Emotion, 28(1), 43-63.
  • [16] Lassar, W.; Mittal, B. & Sharma, A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12(4), 11-19.
  • [17] Alba, J.W. & Hutchinson, J.W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411-454.
  • [18] Adaval, R. (2003). How Good Gets and Bad Gets Worse: Understanding the Impact of Afect on Evaluations of Known Brands. Journal of Consumer Research, 30(3), 352-367.
  • [19] Sullivan, M. (1990). Measuring Image Spillovers in Umbrella-Branded Products. The Journal of Business, 63(3), 309-329.
  • [20] Aaker, D.A. & Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54 (1), 27-41.
  • [21] James, D.O. (2006). Extension to alliance: Aaker and Keller’s model revisited. The Journal of Product and Brand Management, 15(1), 15-22.
  • [22] Capital İş ve Ekonomi Dergisi. (2004). Mayıs 2004 Markalar Eki, 5, 7-16.
  • [23] Chaudhuri, A. & Holbrook M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • [24] Bearden, W.O. & Netemayer, R.G. (1999). Handbook of Marketing Scales. 2. Baskı. Thousand Oaks, California.: Sage Publications. Inc.
  • [25] Loken, B. & Ward, J. (1990). Alternative Approaches to Understanding the Determinants of Typicality. Journal of Consumer Research, 17(2), 111-126.
  • [26] Mao H. & Krishnan H.S. (2006). Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two- Process Contingency Model. Journal of Consumer Research, 33(1), 41-49.
  • [27] Zimmer, M.R. & Bhat, S. (2004). The Reciprocal Effects of Extension Quality and Fit on Parent Brand Attitude. Journal of Product & Brand Management, 13(1), 37-46.
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Gülden Turhan This is me

Cengiz Yılmaz This is me

Publication Date June 10, 2007
Published in Issue Year 2007

Cite

APA Turhan, G., & Yılmaz, C. (2007). MARKA YAYMA STRATEJİSİNDE TUTUM TRANSFERİNİ ETKİLEYEN FAKTÖRLER. Öneri Dergisi, 7(28), 35-46. https://doi.org/10.14783/maruoneri.684166

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