MARKA GÜVENİNİN MARKA GENİŞLEMELERİ İLE ALGILANAN UYGUNLUKLAR ARASINDAKİ İLİŞKİDE ROLÜ

Abstract

Son yıllarda markalaşmaya verilen önem ve değer neticesinde markaların kendilerini geliştirme ve yayılma politikaları da buna bağlı ağırlık kazanmaya başlamıştır. Ana markanın değeri ve bilinirliliği gibi özelliklerinden faydalanmada önemli bir fırsat sunan marka genişleme stratejisi sayesinde işletmeler, kendi sektörlerinde ya da kendi sektörü dışındaki alanlarda kolayca markalarını genişletebilmektedir. Bu bakış açısıyla söz konusu çalışma hizmet sektöründe faaliyet gösteren bir işletmenin hem hizmet hem de ürün kategorisinde genişlemeye giderek tüketicilerin bu genişlemeye karşı nasıl bir tutum izlediklerini incelenmektedir. Buna ek olarak söz konusu marka genişlemesinde tüketicilerin algıladıkları kategori uyumunun ve imaj uyumunun genişlemeye karşı oluşan tutuma bir etkisi olup olmadığı ve markaya karşı güvenin söz konusu her iki değişkenin genişlemeye karşı tutum ile ilişkisinde moderatör bir rolünün olup olmadığı araştırılmaktadır. Çalışmada geliştirilen modeli test etmek üzere 201 kişiye anket uygulanmış ve model çoklu regresyon ve hiyerarşik regresyon analizi aracılığıyla test edilmiştir. Yapılan araştırma sonucu her iki modelde de marka güveninin marka imajı ile marka genişlemesine karşı oluşturulan tutum arasındaki ilişkide moderatör bir etkisi olduğunu ortaya koymuştur. Elde edilen sonuçlar konuyla ilgilenen şirketlerin strateji geliştirmesinde önemli bilgiler sağlamaktadır

Keywords

• Marka,marka genişlemesi,marka güveni,kategori uyumu,imaj uyumu

THE EFFECT OF PERCEIVED FIT ON CONSUMER’S BRAND EXTENSION ATTITUDES: THE MODERATOR ROLE OF BRAND TRUST

Abstract

As a result of the importance and value given to branding in recent years, the policies of developing and expanding the brands themselves started to gain weight. Thanks to the brand expansion strategy, which offers an important opportunity to benefit from the value and recognition of the main brand, businesses can easily expand their brands in their own sectors or outside their sector. From this point of view, this study examines how a company operating in a service sector continues to expand in both the service and product category and how consumers behave towards this expansion. In addition, whether the category adaptation and image adaptation that consumers perceive has an impact on the attitude towards enlargement and whether confidence in the brand has a moderator role in relation to the attitude of both variables in relation to enlargement is investigated. As a result of this research, it was found that the brand trust in both models has a moderator role in the relationship between brand image and attitude towards brand expansion. The results provide important insights into the strategy development of interested companies

Keywords

• Brand,brand extension,brand trust,category fit,image fit

References

1. Aaker, D. A. (1991). Managing brand equity. Capitalizing on the value of brand name. New York: The Free Press.
2. Aaker, D., Keller, L. K. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27-41.
3. Aaker, D., Keller, L., K. (1992). The effects of sequential introduction of brand extension. Journal of Marketing Research, 29, 35–50.
4. Ahluwalia, R., ve Gurhan-Canli, Z. (2000). The effects of extensions on the family brand name: An accessibility diagnosticity perspective. Journal of Consumer Research, 27(3): 371–381.
5. Barone, M. J., Miniard, P. W., ve Romeo, J. B. (2000). The influence of positive mood on brand extension evaluations. Journal of Consumer Research, 26 (4): 386-400.
6. Bhat, S., ve Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53 (3): 111– 122.
7. Broniarczyk, S. M., ve Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 214–228.
8. Bottomley, P. A., ve Holden, J. S. (2001). Do we really know how consumers evaluate brand extensions? Journal of Marketing Research, 38(November): 494–500.

9. Buil, I., ve Chernatony, M. L., (2009). Brand extension effects on brand equity: A cross-national ttudy. Journal of Euromarketing, 18, 71–88.
10. Chaudhuri, A., ve Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, 65 (2),; ABI/ INFORM Global, 81-93.
11. Chen, K. J., ve Liu, C.M. (2004). Positive brand extension trial and choice of parent brand. Journal of Product ve Brand Management, 13 (1): 25-36.
12. Chung, H., ve Kim, S. (2014). Effects of brand trust, perceived fit and consumer innovativeness on fashion brand extension evaluation. Atlantic Marketing Journal, 3(1): 91-113.
13. Czellar S. (2003). Consumer attitude towards brand extensions : An integrative model and research propositions. International Journal of Research in Marketing, 20 (1): 97-115.
14. de Ruyter, K., ve Wetzels. M. (2000). The Role of corporate İmage and extension similarity in service brand extensions. Working Paper.
15. DelVecchio, D. (2000). Moving beyond fit: The role of brand portfolio characteristics in consumer evaluations of brand reliability, Journal of Product ve Brand Management, 9 (7): 457-471.
16. Earquhar, P.H., (1989). Managing brand equity. Marketing Research, 24-33.
17. Feishbein, M., ve Ajzen, I. (1975). Belief, attitude, intension and behavior: An introduction to theory and research. Reading: MA: Addison-Wesley.
18. Goh, Y.S., ,Chattaraman, V., ve Forsythe, S. (2013). Brand and category design consistency in brand extensions, Journal of Product and Brand
19. Gürhan-Canlı Z., ve Maheswaran, D. (1998). The effects of extensions on brand name dilution and enhancement. Journal of Marketing Research, 35, 464–473.
20. Grime, I., Diamantopoulos, A., ve Smith, G. (2002). Consumer evaluations of extensions and their effects on the core brand. European Journal of Marketing, 36(11/12): 1415–1438.
21. Gronhauh, K., Hem, L., ve Lines, R. (2002). Exploring the impact of product category risk and consumer knowledge in brand extensions, Journal of Brand Management, 9 (6): 463-476.
22. John, D. R., Loken, B., ve Joiner, C. (1998). The negative impact of extensions: Can flagship products be diluted? Journal of Marketing, 62, 19–32.
23. Keller, K. L., (2003). Strategic Brand management: building, measuring, and managing brand equity. Introducing and naming new products and brand extensions. Pearon International Education, 489-539.
24. Klink, R. R.,ve Smith, D. C. (2001). Threats to the external validity of brand extension research, Journal of Marketing Research, 38, 326–335
25. Lau, G.T. ve Lee, S.H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4 (4): 341-370.
26. Laforet, S. (2008). Size, strategic, and market orientation affects on innovation. Journal of Business Research, 61 753–764.
27. Leif Egil Hem, L. E., Iversen, N. M., ve Olsen, L. E (2014). Category characteristics’ effects on brand extension attitudes: A research note, Journal of Business Research, 67, 1589–1594.
28. Leuthesser, L., (1988). Defining, measuring and managing brand equity: A Conference Summary,. Cambridge, MA: Marketing Science Institute.
29. Loken, B., ve John, D. R. (1993). Diluting brand beliefs:When do brand extensions have a negative impact? Journal of Marketing, 57, 71–84.
30. Loken, B., Joiner, C., ve Houston, M.J. (2010). Leveraging a brand through brand extension: A review of two decades of research. In B. Loken, R. Ahluwalia, ve M.J. Houston (Eds.), Brand and brand management: Contemporary research perspectives (pp. 11–41). New York, NY: Taylor ve Francis.
31. Martinez, E., ve Pina, M. J. (2010). Consumer responses to brand extensions: A comprehensive model, European Journal of Marketing, 44 (7): 174-197.
32. Moon, H., ve Lee, H. (2018). Environmentally friendly apparel products: The effects of valu perceptions, Social Behavior and Personality, 46 (8): 1373-1384.
33. Nkwocha, I., Bao, Y., Johnson, W. C., ve Brotspes H. V. (2015). Product fit and consumer attitude towars brand extensions: The moderationg role of product involvement, Journal of Marketing Theory and Practice, 12 (3): 49-61.
34. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill
35. Park, C.W., Milberg, S., ve Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency, Journal of Consumer Research, 18 (2): 185-193.
36. Park, C. W., Jaworski, B. J., ve. Maclnnis, D. J. (1986). Strategic brand concept- image management. Journal of Marketing, 50 (4): 135-145.
37. Paul, S., ve Datta, S. K. (2013). An empirical study of the effects of consumer knowledge on fit perception in brand extension success. The IUP Journal of Brand Management, 10(1): 37–50.
38. Pryor, K., veBrodie, R. J., (1998). How advertisind slogans can prime evalutaions of brand extendions: further emprical results, Journal of Product ve Brand Management , 7, 497-508.
39. Ramanathan, J. ve Purani, K. (2014). Brand extension evaluation: Real world and virtual world, Journal of Product ve Brand Management, 23(7): 504-515.
40. Rangaswamy, R. R., Burke, T. A., ve Oliva, T. A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10, 61– 75.
41. Ranjbari, M., Saeed D., Akbari, M., Gholami, A., ve Mahzoni, M. (2015). Factors influencing brand extension at road machinery market: A study on heavy equipment production company (HEPCO). Management and Administrative Sciences Review, 4(1): 120–133.
42. Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship, Journal of Product ve Brand Management, 14 (1): 4–13.
43. Shine, B. C., Park, J., ve Wyer, R. S., Jr. (2007). Brand synergy effects in multiple brand extensions. Journal of Marketing Research, 44(November), 663–670.
44. Tabachnick, B.G., ve Fidell, L.S. (2001). Using multivariate statistics (4th ed.). Boston, London: HarperCollins
45. Taşkın, Ç., ve Öztürk O. (2016). Marka yayma başarısının öncülleri ve bir giyim markası üzerine bir araştırma, Paradoks Ekonomi Sosyoloji ve Politika Dergisi, 12 (1): 51-67.
46. Tauber, M. E. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 8, 36-341.
47. Tauber, M. E. (1988). Brand leverage: Strategy for growth in a cost-control world, Journal of Advertising Research, 26-30.
48. Taylor, V. A., ve Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30, 131.
49. Tripathi, V., Rastogi, P., ve Kumar S. (2018). Direct and moderating influence of perceived fit, risk and parent brand trust on brand extension success of a personal care brand in India. Global Business Review, 19 (6): 1681-1692.
50. van Riel, A., Liljander, V., ve Jurriëns, P. (2001), Exploring consumer evaluations of e-services: A portal site, International Journal of Service Industry
51. Walsh, P., ve Williams, A. (2017). To extend or not extend a human brand: An analysis of perceivec fit and attitudes towars athlete brand extensions, Journal of Sport Management, 31, 44-60.