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

Yıl 2008, Cilt: 26 Sayı: 2, 275 - 305, 31.12.2008

Cevahir Uzkurt Başak Bölükbaşı

https://izlik.org/JA45SU43GH

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

https://izlik.org/JA45SU43GH

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

• Aaker, D.A. (1990) “Brand Extensions: The Good, the Bad, the Ugly”, Sloan Management Review, (Summer), 47-56.
• Aaker, D.A. and K.L. Keller (1990) “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54 (January), 27-41.
• Aaker, D.A. ve K. Keller (1992) “The Effects of Sequential Introduction of Brand Extensions”, Journal of Marketing Research, 29 (1), 35-50.
• Aaker, D.A. (1996) Building Strong Brands, The Free Press: New York.
• Adaval, R. (2003) “How Good Gets and Bad Gets Worse: Understandig the Impact of Affect on Evaluations of Known Brands”, Journal of Consumer Research, 30(3), 352-367.
• Altunışık, R., R. Coşkun, S. Bayraktaroğlu ve E. Yıldırım (2005) Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Geliştirilmiş 4. Baskı, Sakarya Kitabevi.
• Ballester, E.D. and J.L. Aleman (2001) “Brand Trust in the Context of Consumer Loyalty”, European Journal of Marketing, 35(11/12), 1238-1258.
• Bhat, S. and S.K. Reddy (2001) “The Impact of Parent Attribute Associations and Affect on Brand Extension Evaluations”, Journal of Business Research, 53, 111-122. Bottomley, P. A. and J. R. Doyle (1996) “The Formation of Attitudes Towards Brand Extensions: Testing and Generalising Aaker and Keller's Model”, International Journal of Research in Marketing, 13 (4), 365-377.
• Boush, D., S. Shipp, B. Loken, E. Gencturk, S. Crockett, E. Kennedy, B. Minshall, D. Misurell, L. Rochford ve J. Stroberl (1987) “Affect Generalization and Dissimilar Brand Extensions”, Psychology & Marketing, 4(3), 225- 237.
• Boush, D., B. Loken (1991) “A Process Tracing Study of Brand Extension Evaluations”, Journal of marketing Research, 28 (February), 16-28.
• Bridges, S. (1990) A Schema Unification Model of Brand Extensions, Graduate School of Business,Stanford University.
• Broniarczyk, S.M. and J.W. Alba (1994) “The Importance of The Brand In Brand Extension”, Journal of Marketing Research, 31(2), 214-228.
• Chaudhuri, A. ve M.B. Holbrook (2001) “The Chain of effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, 65, (April), 81-93.
• Chen, K. and Lui, C. (2004) “Positive Brand Extension Trial and Choice of Parent Brand”, Journal of Product & Brand Management, 13(1), 25-36.
• Dacin, P.A. and D.C. Smith (1994) “The Effects of Brand Portfolio Characteristics an Consumer Evaluations of Brand Extensions”, Journal of Marketing Research, 31(May), 229-242.
• Dawar, N. and P.F. Anderson (1994) “The Effects of Order and Direction on Multiple Brand Extensions”, Journal of Business Research, 30(2), 119-129.
• Erdem, T. and J. Swait (1998) “Brand Equity as a Signaling Phenomenon”, Journal of Consumer Psychology, 7 (2), 131-157.
• Fishbein, M., I. Ajzen (1975) “Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research”, Redaing, MA:Addison-Wesley.
• Grime, I., A. Diamantopoulos and G. Smith (2002) “Consumer Evaluations and Their Effects on the Core Brand”, European Journal of Marketing, 36(11/ 12), 1421-1438.
• Howard, J.A., J.N. Shet (1969) The Theory of Buyer Behavior, New York, NY:Wiley.
• Howard, J.A. (1989) Consumer Behavior in Marketing Strategy, Englewood Cliffs, NJ,; Prentice Hall.
• Karacan, D. (2006) Müşteri Odaklı Marka Denkliği ve Marka Denkliği Unsurlarına Yönelik Tüketici Tutumlarının Ölçülmesi: Otel İşletmeleri Üzerine Bir Uygulama, Yüksek Lisans Tezi, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü.
• Kapoor, H. (2005) Competitive Effects on The Evaluation of Brand Extensions, Doctor of Philosophy, Carleton University.
• Keller, K.L. (1993) “Conceptualizing, Measuring and Managing Costumer- Based Brand Equity”, Journal of Marketing, 29 (January), 1-22.
• Keller, K.L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand Equity, Second Edition, Prentice Hall.
• Kerby, J.K.(1967) “Semantic Generalizations in the Formation of Consumer Attitudes”, Journal of Marketing Research, 4 (August), 314-317.
• Klink, R.R. and D.C. Smith (2001) “Threats to External Validity of Brand Extension Research”, Journal of Marketing Research, 38(3), 326-335.
• Kwun, J. (2004) “Consumers’ Evaluation of Brand Portfolios”, Dissertation, Iowa State University.
• Laroche, M., J.E. Brisoux (1989) “Incorporating Competition into Consumer behavior Models: The Case of Attitude- Intention Relationship”, Journal of Economic Psychology, 10(3), 343-362.
• Lassar, W., B. Mittal and A. Sharma (1995) “Measuring Customer- Based Brand Equity”, Journal of Consumer Marketing, 12(4), 11-19.
• Loken, B., C. Joiner and J. Peck (2002) “Category Attitude Measures: Exemplars as Inputs”, Journal of Consumer Psychology, 12(2), 149-161.
• Marangoz, M. (2006) “Tüketici Davranışı Temeline Göre Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”, 11. Ulusal Pazarlama Kongresi, 2006 İzmir, 1-19.
• MacKenzie, S.B., R.A. Spreng (1992) “How Does Motivation Moderate the Impact of Central and Peripheral Processing on brand Attitude and Intentions?”, Journal of Consumer Research, 18, 519-529.
• McCarthy, M.S., T.B. Health., S.J. Milberg (2001) “New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice”, Marketing Letters, 12(1), 75-90.
• Miniard, P.W., J.B. Choen (1983) “Modeling Personal and Normative Influences on Behavior”, Journal of Consumer Research, 10, 141-150. Park, C.W., S. Milberg and R. Lawson (1991) “Evaluation of Brand Extensions: The Role of Product Level Similarity and Brand Concept Consistency”, Journal of Consumer Research, 18( September), 185-193.
• Pitta, D. A. and L.P. Katsanis (1995) “Understanding Brand Equity for Successful Brand Extension”, Journal of Consumer Marketing, 12(4), 51-64.
• Randall, G. (2000) Branding- a Practical Guide to Planning Your Strategy, Second Edition, London: Kogan Page Limited.
• Smith, D.C. and C.H. Park (1992) “The Effects of Brand Extension on Market Share and Advertising Efficiency”, Journal of Marketing Research, 29 (August), 296-313.
• Sivadas,E. and J.L. Baker-Prewitt (2000) “An Examination of the Relationship Between Sercive Quality, Customer Satisfaction and Store Loyalty”, International Journal of Retail & Distrubition Management, 28(2), 73-82.
• Turhan, G. (2005) Marka Yayma Stratejisinde Tutum Transferini ve Başarıyı Etkileyen Faktörler, Yüksek Lisans Tezi, Gebze Yüksek Teknoloji Enstitüsü.
• Uzun, Y. ve T.S. Erdil (2004) “Marka Yayma Stratejilerinde Ürün Benzerliğinin Etkisi ve Üç Ayrı Marka Üzerinde Bir Uygulama”, Doğuş Üniversitesi Dergisi, 5(2), 227-241.
• Warshaw, P.R. (1980) “A New model of Predicting Behavioral Intentions: An Alternative to Fishbein”, Journal of Marketing Research, 17, 153-172.
• Zimmer, M.R. and S. Bhat (2004) “The Reciprocal Effects of Extension Quality and Fit on Parent Brand Attitude”, Journal of Product & Brand Management, 13(1), 37-46.