Ortak marka ortaklarının sayısının ve uyumunun, bir odak markanın temel çağrışımlarının gücü ve benzersizliği üzerindeki etkisi

Yıl 2023, Cilt: 16 Sayı: 2, 381 - 402, 31.05.2023

Ceren Hayran Şanlı

Öz

Bu araştırma, bir ortak markalama uygulamasındaki ortakların sayısının ve uyumunun, odak markanın temel çağrışımlarının değerlendirmelerini nasıl etkilediğini araştırır. Bugüne kadar yapılan ortak marka araştırmalarının çoğu, tekli ortaklıkları (yani, başka bir markayla işbirliği yapan bir odak markayı) araştırmıştır. Sınırlı sayıda çalışma, çoklu ortaklık stratejilerine (yani, başka birçok markayla işbirliği yapan bir odak markaya) odaklanmıştır. Bu çalışma ise, Keller'in (1993) tüketici temelli marka değeri çerçevesine dayanarak, bir odak markanın temel çağrışımlarının gücünün ve benzersizliğinin, ortak marka ortaklarının değişen sayısı ve uyum seviyesinden nasıl etkilendiğini inceler. Sonuçlar, uyumlu ortak marka ortaklarının sayısı arttığında, odak markanın temel çağrışımlarının gücünün ve benzersizliğinin kuvvetlendiğini gösterir. Ortak markalama yapılan ve odak marka ile uyumlu olan her ek uyumlu ortak, odak marka anlamını güçlendirmeye yardımcı olur. Bununla birlikte, uyumsuz ortak markalama ortaklarının sayısı arttığında, odak markanın temel çağrışımının gücü ve benzersizliği, tek bir uyumsuz markayla ortak olduğu duruma kıyasla azalmaz. Bu bulgular, ortak markalama ortaklarının sayısının artırılmasının, yalnızca biraraya gelen markalar uyumlu olduğunda odak markanın temel çağrışımlarının gücünü ve benzersizliğini etkilediğini göstermektedir.

Anahtar Kelimeler

Ortak markalama, marka işbirlikleri, marka değeri, marka bilgisi, Co-branding, brand alliances, brand equity, brand knowledge

Impact of the number and congruence of co-branding partners on evaluations of the strength and uniqueness of a focal brand’s core associations

Öz

This research adopts a portfolio perspective to co-branding practices, and explores how the number and congruence of co-branding partners influence the evaluations of a focal brand’s core associations in an alliance. While most co-branding research to date has investigated single-partnerships (i.e., a focal brand collaborating with another brand), limited work has focused on multiple partnership strategies (i.e., a focal brand collaborating with multiple other brands). Based on Keller’s (1993) brand equity framework, we specifically explore how the strength and uniqueness of a focal brand’s core associations are influenced by the changing number and congruence level of its co-branding partners. Our results show that when the number of congruent co-branding partners increases, the strength and uniqueness of the focal brand’s core associations enhance. Each additional congruent partner helps strengthen the focal brand meaning. However, when the number of incongruent co-branding partners increases, the strength and uniqueness of the focal brand’s core association do not decrease further compared to when it partners with a single brand. These findings suggest that increasing the number of co-branding partners influence the strength and uniqueness of a focal brand’s core associations only when the constituent brands are congruent.

Anahtar Kelimeler

Co-branding, brand alliances, brand equity, brand knowledge

Kaynakça

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