Tüketicilerin ortak markaları değerlendirmelerinde prestijli ve işlevsel markaların rolü

Yıl 2023, Cilt: 16 Sayı: 1, 117 - 136, 31.01.2023

Ceren Hayran Şanlı

Öz

Ortak markalama, yaygın olarak kullanılan bir marka pazarlama stratejisi ve akademik araştırmalarda genişçe incelenmiş bir konudur. Ortak markalama araştırmaları, marka ortaklıklarının tüketiciler tarafından değerlendirilmesinde biraraya gelen markalar ve ürün kategorileri arasındaki algılanan uyumun önemini vurgulamıştır. Mevcut çalışma, ortak markalama stratejisinde biraraya gelen markaların prestij ve işlevsel marka konseptleri ile ürün kategorileri uyumunun etkileşimini araştırır. Bulgular, iki prestijli markanın biraraya geldiğinde, aralarında kategori uyumu olmasa bile, bu işbirliğinin olumlu tüketici tutumları ve satın alma niyetleri oluşturduğunu gösterir. Prestijli marka kavramları arasında ortak bağlantılar bulmanın kolay olması nedeniyle, prestijli marka işbirliklerinde marka kavramı uyumu, kategori uyumunun önüne geçer. Ancak, işlevsel markalar somut ve fonksiyonel özellikleri üzerinden değerlendirildikleri için, kategorik uyumlar işlevsel marka işbirliklerinde daha önemlidir. Bu nedenle, işlevsel marka içeren marka ortaklıklarında, olumlu tüketici tutum ve satın alma niyetlerinin oluşması için markalar arasında kategori uyumu olması önemlidir. Bulguların teorik ve pratik çıkarımları tartışılmış, mevcut çalışmayı takip edebilecek potansiyel araştırma soruları önerilmiştir.

Anahtar Kelimeler

Ortak markalama, marka işbirlikleri, marka yönetimi, prestijli marka, işlevsel marka, Co-branding, brand alliances, brand management, prestigious brands, functional brands

THE ROLE OF PRESTIGIOUS AND FUNCTIONAL BRAND CONCEPTS IN CONSUMERS’ EVALUATIONS OF CO-BRANDED PARTNERSHIPS

Öz

Co-branding is an extensively employed brand marketing strategy as well as a broadly investigated topic in academic research. Extant co-branding research has emphasized the importance of perceived fit between the partnering brands and product categories in evaluations of a co-branded partnership. The current work seeks to advance this research stream by exploring the interplay of partnering brands’ prestige and functional brand concept fit with their product fit. Specifically, it shows that when two prestigious brands collaborate, they induce favorable consumer attitudes and purchase intentions even in the absence of product fit. Due to ease of finding superordinate common links between the prestige brand concepts, brand fit overrides product fit in evaluations of prestigious brand collaborations. However, because functional brands are evaluated predominantly on their concrete functional attributes, categorical associations become more important. Therefore, presence of product fit is crucial in inducing favorable attitudes and purchase intentions in co-branded partnerships that include functional brands. Theoretical and practical implications of the results are discussed, potential future research avenues are proposed.

Anahtar Kelimeler

Co-branding, brand alliances, brand management, prestigious brands, functional brands

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