MARKA YAYMA STRATEJİLERİNDE ÜRÜN BENZERLİĞİNİN ETKİSİ VE ÜÇ AYRI MARKA ÜZERİNDE BİR UYGULAMA

Yıl 2004, Cilt: 5 Sayı: 2, 227 - 241, 01.07.2004

Yeşim Uzun T. Sabri Erdil

Öz

Marka yayma stratejisi, başarılı bir marka adının yeni ürün gruplarında veya ürün farklılaştırılmalarında aynen kullanılmasıdır Tüketicilerin marka yayma ile ilgili algılarında ve değerlendirmelerinde, asıl markanın algılanan kalitesi ve marka yaymaya dahil ürünlerin birbiriyle olan benzerliği önemli bir etkiye sahiptir. Bir marka yayma için benzerliğin önemi bulunmaktadır. Bunun sebebi ise, mevcut ve yayma ürünler arasındaki benzerlik büyük olduğunda, yeni ürüne olumlu ve olumsuz etkinin aktarılması da büyük olabilmektedir. Ayrıca, asıl marka ve yayma arasındaki algılanan benzerlik büyük olursa, yayma da olumlu değerlendirilebilmektedir. Araştırmanın amacı, marka yayma stratejilerinde ürün benzerliğinin tüketici değerlendirmesindeki etkisinin araştırılmasıdır. İstatistiki testlerde üç farklı marka kullanılmıştır. Bu sonuçlara göre, asıl marka hakkındaki olumlu görüş ile yayma ürünlerin benzerlik değerlendirmeleri arasında ve yayma ürünler arasındaki benzerlik düzeyiyle, yayma değerlendirmeleri arasında bir ilişki bulunmuştur.

Anahtar Kelimeler

Marka Yayma, Asıl Marka, Yayma Ürün, Ürün Benzerliği

THE EFFECTS OF PRODUCT SIMILARITIES ON BRAND EXTENSION STRATEGIES AND A PRACTICE ON THREE DIFFERENT BRANDS

Öz

Brand extension strategy is an effort to extend a succesfull brand name to launch new or modified products or lines. Brand extension attitudes are influenced by the percieved quality of the core brand and the fit between the extended products. The similarity is important for brand extension because the greater perceived similarity between the current and new product leads to a greater transfer of positive or negative effect to the new product. Furthermore, higher levels of perceived fit between core brand and extension will lead to more favorable evaluations of the extension. The aim of this study is to analyze the effects of brand extension strategies on consumers’ attitudes regarding the product similarity. Three different brands are used for the statistical analysis. According to the results, there is a relationship between the favorable opinion about core brand and the evaluation of similarity for extended products. Furthermore, there is a relationship between the similarity of extended products and extension evaluations.

Anahtar Kelimeler

Brand extension, core brand, extended product, product similarity

Kaynakça

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