BibTex RIS Kaynak Göster

The Effects Of Brand Loyalty And Perceived Fit On Consumer Attitude Formation Toward Brand Extensions: The Role Of The Perceptions Performance Risk

Yıl 2009, Sayı: 18, 168 - 197, 01.12.2009

Öz

In this study, it is asserted that the effects of factors of brand loyalty and
perceived fit on purchase propensity vary with the different levels of performance risk
perceived by consumers related to extension products. These suggestions were tested
by using data that were from 367 questionnaires completed by parent consumers having
at least a child that is six years old at maximum. Contrary to our expectation, the results
of analysis indicated that the effect of brand loyalty on attitude of consumers toward
brand extensions becomes less as perceived performans risk increases. Additionally,
it was found out that the effect of perceived fit on attitude of consumers related
to extension products is not influenced by perceptions of performance risk. Finally, consistent
with findings in literature, we reached the results supporting that perceptions of
performance risk as well as factors of brand loyalty and perceived fit influenced directly
on purchase propensity in brand extensions context.

Kaynakça

  • Aaker, David A. ve Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54 (1): 1990: 27-41.
  • Bailey, Ainsworth Anthony (2001), Consideration Sets and Brand Positioning: A Social Cognition Perspective (published doctorate thesis), The University of Iowa.
  • Bandyopadhyay, Subir ve Michael Martell (2007), “Does Attitudinal Loyalty Influence Behavioral Loyalty? A Theoretical and Empirical Study”, Journal of Retailing and Consumer Services,14(1): 2007: 35–44.
  • Bhat, Sobodh ve Srinivas K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation”, Journal of Business Research, 53(3): 2001: 111 –122.
  • Boush, David M. ve Barbara Loken (1991), “A Process-tracing Study of Brand Extension Evaluation”, Journal of Marketing Research, 28 (1): 1991: 16–28.
  • Broniarczyk, Susan M. ve Joseph W. Alba (1994), “The Role of Consumers’ Intuitions in Inference Making”, Journal of Consumer Research, 21: 1994: 393-407.
  • Chaudhuri, Arjun ve Morris 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(2): 2001: 81–93.
  • Conchar, Margy P.; Zinkhan, George M.; Peters, Cara ve Sergio Olavarrieta (2004), “An Integrated Framework for The Conceptualization of Consumers' Perceived-risk Processing”, Journal of Academy of Marketing Science, 32(4): 2004: 418-436.
  • Dacin, Peter A. ve Daniel C. Smith (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions”, Journal of Marketing Research, 31(2): 1994: 229-242.
  • Dawar, Niraj ve Philip Parker (1994), “Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality”, Journal of Marketing, 58(2): 1994: 81-95.
  • DelVecchio, Devon ve Daniel C. Smith (2005), “Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk”, Journal of the Academy of Marketing Science, 33: 2005: 184-196.
  • Erdem, Tülin (1998), “An Empirical Analysis of Umbrella Branding”, Journal of Marketing Research, 35(3): 1998: 339-351.
  • Erdem, Tülin ve Michael P. Keane (1996), “Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets,” Marketing Science, 15(1):1996: 1-20.
  • Erdem, Tülin ve Joffre Swait (2004), “Brand Credibility, Brand Consideration, and Choice”, Journal of Consumer Research, 31(1): 2004: 191-198.
  • Erdem, Tülin; Swait, Joffre ve Ana Valenzuela (2006), “Brands as Signals: A Cross Country Validation Study”, Journal of Marketing, 70(1): 2006: 34–49.
  • Erdem, Tülin; Swait, Joffre; Broniarczyk, Susan.; Chakravarti, Dipankar; Kapferer, Jean-Noel; Keane, Michael; Roberts, John; Steenkamp, Jan-Benedict E. M.; Florian Zettelmeyer (1999), “Brand Equity, Consumer Learning and Choice”, Marketing Letters, 10(3): 1999: 301-318.
  • Grime, Ian; Diamantopoulos, Adamantios ve Gareth Smith (2002), “Consumer Evaluations of Extensions and Their Effects on the Core Brand”, European Journal of Marketing, 36(11/12): 2002: 1421–1438.
  • Ha, Hong- Youl (2002), “The Effects of Consumer Risk Perception on Pre-purchase Information in Online Auctions: Brand, Word-of-Mouth, and Customized Information,” Journal of Computer-Mediated Communication, 8(1):2002.
  • Hair, Joseph; Anderson, Rolph E.; Tatham, Ronald L. ve William C. Black (1998), Multivariate Data Analysis, Fifth Edition, Prentice-Hall, Upper Saddle River, New Jersey 07458.
  • Harris, Judy ve Edward A. Blair (2006), “Functional Compatibility Risk and Consumer Preference for Product Bundles”, Journal of Academy of Marketing Science, 34(1): 2006: 19-26.
  • Hem, Leif E. ve Nina M. Iversen (2003), “Transfer of Brand Equity in Brand Extensions: The Importance of Brand Loyalty,” Advances in Consumer Research, 30: 2003: 72-79.
  • Herr, Paul M.; Farquhar, Peter H. ve Russell S. Fazio (1996), “Impact of Dominance and Relatedness on Brand Extensions,” Journal of Consumer Psychology, 5(2): 1996: 135-159.
  • Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity”, Journal of Marketing, 57(1): 1993: 1-22.
  • Keller, K. L. (2003), Stratejic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd Edition, Prentice-Hall, Upper Saddle River, NJ.
  • Kirmani, Amna ve Akshay R. Rao (2000), “No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality”, Journal of Marketing, 64(2): 2000: 66-79.
  • Lau, Geok Theng ve Sook Han Lee (1999), “Consumer’ Trust in a Brand and the Link to Brand Loyalty,” Journal of Market Focused Management, (October): 4: 1999: 341-370.
  • Lau, Kong Cheen ve Ian Phau (2007), “Extending Symbolic Brands Using Their Personality: Examining Antecedents and Implications Towards Brand Image Fit and Brand Dilution”, Psychology & Marketing, 24(5): 2007: 421–444.
  • Laurent, Gilles ve Jean-Noel Kapferer (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22 (000001): 1985: 41-53.
  • Loken, Barbara ve Deborah Roedder John (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?” Journal of Marketing, 57: 1993: 71-84.
  • Mowen, J. C. (1987), Consumer Behaviour, Second Edition, Collier Macmillan Canada Inc.
  • Nkwocha, Innocent; Bao, Yeqing; Johnson, William C. ve Herbert V. Brotspies (2005), “Product Fit and Consumer Attitude toward Brand Extensions: The Moderatıng Role of Product Involvement,” Journal of Marketing Theory and Practice; 13(3): 2005: 49-61.
  • Oliver, Richard L. (1999), “Whence consumer loyalty?”, Journal of Marketing, 63: 1999: 33-44.
  • Saaksjarvi, Maria ve Minttu Lampinen (2005), “Consumer Perceived Risk in Successive Product Generations”, European Journal of Innovation Management, 8(2): 2005: 145-156.
  • Sethi, Rajesh (2000), “New Product Quality and Product Development Teams”, Journal of Mar- keting, 64(2): 2000: 1- 14.
  • Stone, Robert N. ve Kjell Gronhaug (1993), “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, 27(3): 1993: 39-50.
  • Trimpop, R. M. (1994), The Psychology of Risk Taking Behavior, Amsterdam; New York: North- Holland, 2 Editions.
  • Tse, Alan C. B. (1999), “Factors Affecting Consumer Perceptions on Product Safety”, European Journal of Marketing, 33 (9/10): 1999: 11-925.
  • Turhan, Gülden ve Cengiz Yılmaz (2007), “Marka Yayma Stratejisinde Tutum Transferini Etki- leyen Faktörler,” Marmara Üniversitesi Sosyal Bilimler Enstitüsü Öneri Dergisi, 28(7): 2007: 35–46.
  • Veloutsou, Cleopatra ve Xuemei Bian (2008), “A Cross-national Examination of Consumer Perceived Risk in the Context of Non Deceptive Counterfeit Brands”, Journal of Consumer Behaviour, 7(1): 2008: 3–20.
  • Yeo, Junsang ve Jongwon Park (2006), “Effects of Parent-Extension Similarity and Self- Regulatory Focus on Evaluations of Brand Extensions”, Journal of Consumer Psychology, 16(3): 2006: 272–282.
  • Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52(3): 1988: 2-22.

Marka Yayılımına İlişkin Tüketici Tutumlarının Oluşumunda Marka Bağlılığı Ve Algılanan Uyumun Etkileri: Performans Risk Algılarının Rolü

Yıl 2009, Sayı: 18, 168 - 197, 01.12.2009

Öz

Bu araştırmada, yayılım ürünü ile ilgili tüketicilerin algıladıkları performans riskinin farklı seviyelerine göre marka bağlılığı ve algılanan uyum faktörlerinin satın alma eğilimi üzerindeki etkilerinin değiştiği ileri sürülmektedir. Maksimum altı yaşında en az bir çocuğu olan 367 ebeveyn tüketicide uygulanan anketler aracılığı ile elde edilen veri kullanılarak bu önermeler test edildi. Beklenenin aksine, analiz sonuçları algılanan performans riski arttıkça, marka bağlılığının tüketicilerin marka yayılımına ilişkin tutumuna olan etkisinde azalma olduğunu göstermektedir. Bunun yanı sıra, algılanan uyumun tüketicilerin yayılım ürünü ile ilgili tutumu üzerindeki etkisinin performans risk algılarından etkilenmediği ortaya çıkarıldı. Son olarak, literatürdeki bulgularla tutarlı olarak, marka yayma uygulaması kapsamında marka bağlılığı ve algılanan uyum faktörlerinin yanı sıra performans risk algılarının da satın alma eğilimi üzerinde direkt etkili olduğunu destekleyen sonuçlara ulaşıldı

Kaynakça

  • Aaker, David A. ve Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54 (1): 1990: 27-41.
  • Bailey, Ainsworth Anthony (2001), Consideration Sets and Brand Positioning: A Social Cognition Perspective (published doctorate thesis), The University of Iowa.
  • Bandyopadhyay, Subir ve Michael Martell (2007), “Does Attitudinal Loyalty Influence Behavioral Loyalty? A Theoretical and Empirical Study”, Journal of Retailing and Consumer Services,14(1): 2007: 35–44.
  • Bhat, Sobodh ve Srinivas K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation”, Journal of Business Research, 53(3): 2001: 111 –122.
  • Boush, David M. ve Barbara Loken (1991), “A Process-tracing Study of Brand Extension Evaluation”, Journal of Marketing Research, 28 (1): 1991: 16–28.
  • Broniarczyk, Susan M. ve Joseph W. Alba (1994), “The Role of Consumers’ Intuitions in Inference Making”, Journal of Consumer Research, 21: 1994: 393-407.
  • Chaudhuri, Arjun ve Morris 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(2): 2001: 81–93.
  • Conchar, Margy P.; Zinkhan, George M.; Peters, Cara ve Sergio Olavarrieta (2004), “An Integrated Framework for The Conceptualization of Consumers' Perceived-risk Processing”, Journal of Academy of Marketing Science, 32(4): 2004: 418-436.
  • Dacin, Peter A. ve Daniel C. Smith (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions”, Journal of Marketing Research, 31(2): 1994: 229-242.
  • Dawar, Niraj ve Philip Parker (1994), “Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality”, Journal of Marketing, 58(2): 1994: 81-95.
  • DelVecchio, Devon ve Daniel C. Smith (2005), “Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk”, Journal of the Academy of Marketing Science, 33: 2005: 184-196.
  • Erdem, Tülin (1998), “An Empirical Analysis of Umbrella Branding”, Journal of Marketing Research, 35(3): 1998: 339-351.
  • Erdem, Tülin ve Michael P. Keane (1996), “Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets,” Marketing Science, 15(1):1996: 1-20.
  • Erdem, Tülin ve Joffre Swait (2004), “Brand Credibility, Brand Consideration, and Choice”, Journal of Consumer Research, 31(1): 2004: 191-198.
  • Erdem, Tülin; Swait, Joffre ve Ana Valenzuela (2006), “Brands as Signals: A Cross Country Validation Study”, Journal of Marketing, 70(1): 2006: 34–49.
  • Erdem, Tülin; Swait, Joffre; Broniarczyk, Susan.; Chakravarti, Dipankar; Kapferer, Jean-Noel; Keane, Michael; Roberts, John; Steenkamp, Jan-Benedict E. M.; Florian Zettelmeyer (1999), “Brand Equity, Consumer Learning and Choice”, Marketing Letters, 10(3): 1999: 301-318.
  • Grime, Ian; Diamantopoulos, Adamantios ve Gareth Smith (2002), “Consumer Evaluations of Extensions and Their Effects on the Core Brand”, European Journal of Marketing, 36(11/12): 2002: 1421–1438.
  • Ha, Hong- Youl (2002), “The Effects of Consumer Risk Perception on Pre-purchase Information in Online Auctions: Brand, Word-of-Mouth, and Customized Information,” Journal of Computer-Mediated Communication, 8(1):2002.
  • Hair, Joseph; Anderson, Rolph E.; Tatham, Ronald L. ve William C. Black (1998), Multivariate Data Analysis, Fifth Edition, Prentice-Hall, Upper Saddle River, New Jersey 07458.
  • Harris, Judy ve Edward A. Blair (2006), “Functional Compatibility Risk and Consumer Preference for Product Bundles”, Journal of Academy of Marketing Science, 34(1): 2006: 19-26.
  • Hem, Leif E. ve Nina M. Iversen (2003), “Transfer of Brand Equity in Brand Extensions: The Importance of Brand Loyalty,” Advances in Consumer Research, 30: 2003: 72-79.
  • Herr, Paul M.; Farquhar, Peter H. ve Russell S. Fazio (1996), “Impact of Dominance and Relatedness on Brand Extensions,” Journal of Consumer Psychology, 5(2): 1996: 135-159.
  • Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity”, Journal of Marketing, 57(1): 1993: 1-22.
  • Keller, K. L. (2003), Stratejic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd Edition, Prentice-Hall, Upper Saddle River, NJ.
  • Kirmani, Amna ve Akshay R. Rao (2000), “No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality”, Journal of Marketing, 64(2): 2000: 66-79.
  • Lau, Geok Theng ve Sook Han Lee (1999), “Consumer’ Trust in a Brand and the Link to Brand Loyalty,” Journal of Market Focused Management, (October): 4: 1999: 341-370.
  • Lau, Kong Cheen ve Ian Phau (2007), “Extending Symbolic Brands Using Their Personality: Examining Antecedents and Implications Towards Brand Image Fit and Brand Dilution”, Psychology & Marketing, 24(5): 2007: 421–444.
  • Laurent, Gilles ve Jean-Noel Kapferer (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22 (000001): 1985: 41-53.
  • Loken, Barbara ve Deborah Roedder John (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?” Journal of Marketing, 57: 1993: 71-84.
  • Mowen, J. C. (1987), Consumer Behaviour, Second Edition, Collier Macmillan Canada Inc.
  • Nkwocha, Innocent; Bao, Yeqing; Johnson, William C. ve Herbert V. Brotspies (2005), “Product Fit and Consumer Attitude toward Brand Extensions: The Moderatıng Role of Product Involvement,” Journal of Marketing Theory and Practice; 13(3): 2005: 49-61.
  • Oliver, Richard L. (1999), “Whence consumer loyalty?”, Journal of Marketing, 63: 1999: 33-44.
  • Saaksjarvi, Maria ve Minttu Lampinen (2005), “Consumer Perceived Risk in Successive Product Generations”, European Journal of Innovation Management, 8(2): 2005: 145-156.
  • Sethi, Rajesh (2000), “New Product Quality and Product Development Teams”, Journal of Mar- keting, 64(2): 2000: 1- 14.
  • Stone, Robert N. ve Kjell Gronhaug (1993), “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, 27(3): 1993: 39-50.
  • Trimpop, R. M. (1994), The Psychology of Risk Taking Behavior, Amsterdam; New York: North- Holland, 2 Editions.
  • Tse, Alan C. B. (1999), “Factors Affecting Consumer Perceptions on Product Safety”, European Journal of Marketing, 33 (9/10): 1999: 11-925.
  • Turhan, Gülden ve Cengiz Yılmaz (2007), “Marka Yayma Stratejisinde Tutum Transferini Etki- leyen Faktörler,” Marmara Üniversitesi Sosyal Bilimler Enstitüsü Öneri Dergisi, 28(7): 2007: 35–46.
  • Veloutsou, Cleopatra ve Xuemei Bian (2008), “A Cross-national Examination of Consumer Perceived Risk in the Context of Non Deceptive Counterfeit Brands”, Journal of Consumer Behaviour, 7(1): 2008: 3–20.
  • Yeo, Junsang ve Jongwon Park (2006), “Effects of Parent-Extension Similarity and Self- Regulatory Focus on Evaluations of Brand Extensions”, Journal of Consumer Psychology, 16(3): 2006: 272–282.
  • Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52(3): 1988: 2-22.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA27JH82YU
Bölüm Makaleler
Yazarlar

Gülden Turhan Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2009
Yayımlandığı Sayı Yıl 2009 Sayı: 18

Kaynak Göster

APA Turhan, G. (2009). Marka Yayılımına İlişkin Tüketici Tutumlarının Oluşumunda Marka Bağlılığı Ve Algılanan Uyumun Etkileri: Performans Risk Algılarının Rolü. Kocaeli Üniversitesi Sosyal Bilimler Dergisi(18), 168-197.

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