MARKA YAYMA STRATEJİSİNDE TUTUM TRANSFERİNİ ETKİLEYEN FAKTÖRLER

Yıl 2007, Cilt: 7 Sayı: 28, 35 - 46, 10.06.2007

Gülden Turhan Cengiz Yılmaz

https://doi.org/10.14783/maruoneri.684166

Öz

Marka yayma stratejisi, tanınmış markaların orijinal kategorisinden farklı olan ürün kategorilerinde başarılı olma olasılığını arttırmak için yeni ürün kategorisinde mevcut marka ismini kullanma stratejisidir. Marka yayma stratejisinin başarısı veya başarısızlığı, tüketicilerin markanın yeni ürününe yönelik tutumlarına şekil veren süreçlerle belirlenir. Bu nedenle, tüketicilerin tutumlarının nasıl şekillendiğini anlamak ve bu işlemin sürdürülmesindeki kilit faktörleri tanımlamak çok önemlidir. Bu çalışmanın amacı, tüketicilerin yeni ürüne yönelik kalite algıları üzerinde etkili olabilecek dört temel faktörün, (1) algılanan uyum, (2) marka bilinirliği, (3) tüketicilerin mevcut markaya yönelik tutumları ve (4) ürün aşinalığı faktörlerinin, nispi etkilerini incelemektir. Pek çok hipotez geliştirildi ve geniş bir örneklem kitlesinden veri toplanarak regresyon analizleri yoluyla hipotezler test edildi. Bu çalışmada elde edilen bulgular gerek marka yönetiminin teorik gelişimi gerekse pazarlama uygulamaları açısından makalenin sonunda tartışıldı.

Anahtar Kelimeler

Marka Yayma, Algılanan Uyum, Bilinirlik, Tutum

Kaynakça

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