MARKA DEĞERĠ ALGILAMALARININ MARKA YAYILMAYA ETKĠLERĠ

Öz

İşletmelerin en önemli varlıklarından biri de, sahip oldukları marka değeridir. Bir çok işletme yeni ürün ve/veya hizmetlerde bu değerden yararlanmakta ve marka yaymada kullanmaktadır. Bu çalışmada, marka değeri algılamalarının marka yayılmaya etkileri araştırılmaktadır. Marka değeri algılamaları dört boyutta incelenmektedir. Bunlar; marka bağlılığı, algılanan kalite, marka çağrışımları ve marka farkındalığıdır. Araştırma sonuçlarına göre, marka değerini oluşturan bu dört boyut marka yayılmayı pozitif yönde etkilemektedir

Anahtar Kelimeler

• Pazarlama, marka değeri, marka yayma

EFFECTS OF BRAND EQUITY PERCEPTIONS ON THE BRAND EXTENSION

Öz

One of the most significant assets of companies is the brand equity that they possess. Many companies use it in their new products and services. They also carry out activities of brand extension. In this study, effects of brand equity perceptions on brand extensions have been examined. Brand equity perceptions have been examined in four dimensions. These are brand loyalty, perception quality, brand association and brand awareness. According to results, four dimensions that form the brand equity have positive effects on the brand extensions

Anahtar Kelimeler

• Marketing, brand equity, brand extension

Kaynakça

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