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

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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