MARKA GÜVENİNİN MARKA GENİŞLEMELERİ İLE ALGILANAN UYGUNLUKLAR ARASINDAKİ İLİŞKİDE ROLÜ

Yıl 2020, Cilt: 13 Sayı: 1, 1 - 28, 01.06.2020

Melis Kaytaz Yiğit

Öz

Son yıllarda markalaşmaya verilen önem ve değer neticesinde markaların kendilerini geliştirme ve yayılma politikaları da buna bağlı ağırlık kazanmaya başlamıştır. Ana markanın değeri ve bilinirliliği gibi özelliklerinden faydalanmada önemli bir fırsat sunan marka genişleme stratejisi sayesinde işletmeler, kendi sektörlerinde ya da kendi sektörü dışındaki alanlarda kolayca markalarını genişletebilmektedir. Bu bakış açısıyla söz konusu çalışma hizmet sektöründe faaliyet gösteren bir işletmenin hem hizmet hem de ürün kategorisinde genişlemeye giderek tüketicilerin bu genişlemeye karşı nasıl bir tutum izlediklerini incelenmektedir. Buna ek olarak söz konusu marka genişlemesinde tüketicilerin algıladıkları kategori uyumunun ve imaj uyumunun genişlemeye karşı oluşan tutuma bir etkisi olup olmadığı ve markaya karşı güvenin söz konusu her iki değişkenin genişlemeye karşı tutum ile ilişkisinde moderatör bir rolünün olup olmadığı araştırılmaktadır. Çalışmada geliştirilen modeli test etmek üzere 201 kişiye anket uygulanmış ve model çoklu regresyon ve hiyerarşik regresyon analizi aracılığıyla test edilmiştir. Yapılan araştırma sonucu her iki modelde de marka güveninin marka imajı ile marka genişlemesine karşı oluşturulan tutum arasındaki ilişkide moderatör bir etkisi olduğunu ortaya koymuştur. Elde edilen sonuçlar konuyla ilgilenen şirketlerin strateji geliştirmesinde önemli bilgiler sağlamaktadır

Anahtar Kelimeler

Marka, marka genişlemesi, marka güveni, kategori uyumu, imaj uyumu

THE EFFECT OF PERCEIVED FIT ON CONSUMER’S BRAND EXTENSION ATTITUDES: THE MODERATOR ROLE OF BRAND TRUST

Öz

As a result of the importance and value given to branding in recent years, the policies of developing and expanding the brands themselves started to gain weight. Thanks to the brand expansion strategy, which offers an important opportunity to benefit from the value and recognition of the main brand, businesses can easily expand their brands in their own sectors or outside their sector. From this point of view, this study examines how a company operating in a service sector continues to expand in both the service and product category and how consumers behave towards this expansion. In addition, whether the category adaptation and image adaptation that consumers perceive has an impact on the attitude towards enlargement and whether confidence in the brand has a moderator role in relation to the attitude of both variables in relation to enlargement is investigated. As a result of this research, it was found that the brand trust in both models has a moderator role in the relationship between brand image and attitude towards brand expansion. The results provide important insights into the strategy development of interested companies

Anahtar Kelimeler

Brand, brand extension, brand trust, category fit, image fit

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