Year 2021, Volume 29 , Issue 48, Pages 145 - 160 2021-04-28

Perakende Marka Genişlemesinin Mağaza Atmosferi, Ana Marka ve Genişletilmiş Markaların Algılanan Kalitesi ile Algılanan Uyum Çerçevesinde İncelenmesi
An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit

Beyza GÜLTEKİN [1] , Mehmet SARAÇ [2]


Bu çalışmanın amacı ana marka kalitesinin, mağaza atmosferi ve genişletilmiş marka kalitesi arasındaki aracılık rolünü incelemek ve ana marka kalitesinin genişletilmiş marka kalitesine etkisinde algılanan uyumun düzenleyicilik etkisini araştırmaktır. Veriler yüz yüze anket yöntemi ile Ankara’da yaşayan 200 katılımcıdan elde edilmiştir. Process analizi sonuçlarına göre, ana marka kalitesinin, mağaza atmosferi ve genişletilmiş marka kalitesi arasında aracılık rolü tespit edilmiştir. Ana marka kalitesinin genişletilmiş marka kalitesine etkisinde algılanan uyumun düzenleyicilik etkisi bulunmaktadır.
The purpose of this study is to examine the mediator role of the parent brand quality between the store atmosphere and extended brand quality and to investigate the moderator role of perceived fit in the effect of the parent brand quality on the extended brand quality. Data from 200 participants were collected through surveys conducted face-to-face in Ankara. The results of the process analyses reveal that the parent brand quality is a mediator between the store atmosphere and the extended brand quality. Perceived fit is a moderator between the parent brand quality and the extended brand quality.
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Primary Language en
Subjects Social
Journal Section Articles
Authors

Orcid: 0000-0002-6797-864X
Author: Beyza GÜLTEKİN (Primary Author)
Institution: HACETTEPE UNIVERSITY
Country: Turkey


Orcid: 0000-0002-8283-8717
Author: Mehmet SARAÇ
Institution: HACETTEPE ÜNİVERSİTESİ
Country: Turkey


Supporting Institution We would like to acknowledge the support of Hacettepe University Teknokent Technology Transfer Center (Teknokent Teknoloji Transfer Merkezi).
Thanks We would also like to acknowledge the invaluable comments made on the earlier versions by Selin Metin Camgöz and Özge Tayfur Ekmekci.
Dates

Publication Date : April 28, 2021

Bibtex @research article { sosyoekonomi790282, journal = {Sosyoekonomi}, issn = {1305-5577}, address = {}, publisher = {Sosyoekonomi Society}, year = {2021}, volume = {29}, pages = {145 - 160}, doi = {10.17233/sosyoekonomi.2021.02.08}, title = {An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit}, key = {cite}, author = {Gültekin, Beyza and Saraç, Mehmet} }
APA Gültekin, B , Saraç, M . (2021). An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit . Sosyoekonomi , 29 (48) , 145-160 . DOI: 10.17233/sosyoekonomi.2021.02.08
MLA Gültekin, B , Saraç, M . "An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit" . Sosyoekonomi 29 (2021 ): 145-160 <https://dergipark.org.tr/en/pub/sosyoekonomi/issue/62051/790282>
Chicago Gültekin, B , Saraç, M . "An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit". Sosyoekonomi 29 (2021 ): 145-160
RIS TY - JOUR T1 - An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit AU - Beyza Gültekin , Mehmet Saraç Y1 - 2021 PY - 2021 N1 - doi: 10.17233/sosyoekonomi.2021.02.08 DO - 10.17233/sosyoekonomi.2021.02.08 T2 - Sosyoekonomi JF - Journal JO - JOR SP - 145 EP - 160 VL - 29 IS - 48 SN - 1305-5577- M3 - doi: 10.17233/sosyoekonomi.2021.02.08 UR - https://doi.org/10.17233/sosyoekonomi.2021.02.08 Y2 - 2021 ER -
EndNote %0 Sosyoekonomi An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit %A Beyza Gültekin , Mehmet Saraç %T An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit %D 2021 %J Sosyoekonomi %P 1305-5577- %V 29 %N 48 %R doi: 10.17233/sosyoekonomi.2021.02.08 %U 10.17233/sosyoekonomi.2021.02.08
ISNAD Gültekin, Beyza , Saraç, Mehmet . "An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit". Sosyoekonomi 29 / 48 (April 2021): 145-160 . https://doi.org/10.17233/sosyoekonomi.2021.02.08
AMA Gültekin B , Saraç M . An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi. 2021; 29(48): 145-160.
Vancouver Gültekin B , Saraç M . An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi. 2021; 29(48): 145-160.
IEEE B. Gültekin and M. Saraç , "An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit", Sosyoekonomi, vol. 29, no. 48, pp. 145-160, Apr. 2021, doi:10.17233/sosyoekonomi.2021.02.08