MARKA YAYMA BAŞARISININ ÖNCÜLLERİ: GÜZELLİK BAKIM ÜRÜNLERİ SEKTÖRÜNDE BİR ARAŞTIRMA

Öz

Mevcut marka isminin yeni bir ürün piyasaya sunarken kullanılması anlamına gelen marka yayma stratejisi, günümüzde işletmelerin sıklıkla başvurduğu stratejik bir markalama stratejisi haline gelmiştir. Bu nedenden dolayı marka yayma stratejisinin başarısında rol oynayan faktörleri anlamak çok kritik bir öneme sahip olmaktadır. Bu çalışmanın amacı marka yayma stratejisi başarısın etkileyen faktörleri aydınlatmaktır. Önerilen model, marka yayma başarısında rol oynadığı düşünülen “algılanan kalite”, “algılanan uyum”, tüketicilerin yenilikçiliği”, “tüketicilerin bilgi düzeyi” ve “algılanan risk”olası başarı faktörlerini sınamaktır. Bunun için güzellik bakım sektöründe faaliyet gösteren ve iyi bilinen bir marka belirlenmiş ve bu marka için gerçekte olmayan bir ürün seçilmiştir. Daha sonra araştırma modelinin sınanması için yapısal eşitlik modelleme yaklaşımı kullanılmıştır. Araştırmanın örneklemini Bursa’daki üniversite öğrencileri oluşturmaktadır. Araştırma sonucunda, seçilen tüm faktörlerin marka yayma başarısı üzerinde pozitif bir etkiye sahip olduğu sonucuna varılmıştır.

Anahtar Kelimeler

• Marka yayma başarısı, marka stratejileri, güzellik bakım ürünü

ANTECEDENTS OF BRAND EXTENSION SUCCESS: A RESEARCH IN BEAUTY CARE INDUSTRY

Abstract

Brand extension strategy, which means the use of an established brand names when introducing a new product for the market, became one of the most important branding strategies and it is very important to recognize the success factors of brand extensions. The purpose of this study is to enlighten the success factors of brand extension success. The proposed model aims to test the possible success factors such as “perceived quality”, “perceived fit”, “consumer innovativeness”, “consumer knowledge” and the “perceived risk”on brand extension strategy. To test the proposed model, a well known brand operating in the beauty care industry was chosen and a hypothetical product was determined. Then, the data was analyzed by means of structural equation modelling. The sample was composed of university students in Bursa. Findings show that all of the chosen factors have a positive effect on the brand extension success.

Keywords

• Brand extension success, branding strategy, beauty care product

Kaynakça

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