MARKA YAYMA STRATEJİSİNİ ETKİLEYEN TÜKETİCİ İLİŞKİLİ FAKTÖRLERİN TÜKETİCİLERİN SATIN ALMA NİYETLERİ ÜZERİNE ETKİSİ: AMPİRİK BİR ÇALIŞMA

Öz

Yeni ürün kategorilerine girmek için mevcut marka isminin kullanılması olan marka yayma stratejisi günümüzde birçok firma tarafından kullanılmaktadır. Marka yayma stratejisinin başarısında tüketici değerlendirmeleri şüphesiz çok önemlidir. Bu çalışmanın amacı da marka yayma stratejisini etkileyen tüketici ilişkili faktörlerin yeni ürünün satın alınma niyeti üzerindeki etkisinin ortaya konmasıdır. Çalışma için seçilen Levi’s markasının hedef kitlesine en çok uyan kesim olarak üniversite öğrencileri öngörülmüş ve veriler Eskişehir’ de bulunan üniversite öğrencilerinden toplanmıştır. Araştırmanın amacına uygun olarak oluşturulan hipotezler regresyon analizi ile test edilmiştir. Araştırma bulgularına göre ana markaya duyulan güven, yeni ürünün algılanan kalitesi ve ana marka deneyiminin yeni ürünün satın alınma niyeti üzerinde önemli ve anlamlı etkisinin olduğu ortaya çıkmıştır.

Anahtar Kelimeler

• Marka,marka yayma,satın alma niyeti

MARKA YAYMA STRATEJİSİNİ ETKİLEYEN TÜKETİCİ İLİŞKİLİ FAKTÖRLERİN TÜKETİCİLERİN SATIN ALMA NİYETLERİ ÜZERİNE ETKİSİ: AMPİRİK BİR ÇALIŞMA

Öz

Brand extension strategy which is the use of the existing brand name in order to enter new product categories is made use of by a great many companies at present. Consumer evaluations are undoubtedly very important in the success of the brand extension strategy. This study is intended to bring up the effect of the consumer- related factors which affect the brand extension strategy on the purchasing intentions about a new product. The group which best matches the target group of Levi’s brand selected for this study has been anticipated to be the university students and data have been collected from the university students in Eskişehir. Hypothesis formed in accordance with the objective of this study have been tested by regression analysis. According to the research findings, the confidence to the parent brand, perceived quality of a new product and parent experience have been seen to have a significant and meaningful effect on the purchase intention of a new product.

Anahtar Kelimeler

• Brand,brand extension,purchase Intention

Kaynakça

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