Perakende Marka Genişlemesinin Mağaza Atmosferi, Ana Marka ve Genişletilmiş Markaların Algılanan Kalitesi ile Algılanan Uyum Çerçevesinde İncelenmesi

Öz

Bu çalışmanın amacı ana marka kalitesinin, mağaza atmosferi ve genişletilmiş marka kalitesi arasındaki aracılık rolünü incelemek ve ana marka kalitesinin genişletilmiş marka kalitesine etkisinde algılanan uyumun düzenleyicilik etkisini araştırmaktır. Veriler yüz yüze anket yöntemi ile Ankara’da yaşayan 200 katılımcıdan elde edilmiştir. Process analizi sonuçlarına göre, ana marka kalitesinin, mağaza atmosferi ve genişletilmiş marka kalitesi arasında aracılık rolü tespit edilmiştir. Ana marka kalitesinin genişletilmiş marka kalitesine etkisinde algılanan uyumun düzenleyicilik etkisi bulunmaktadır.

Anahtar Kelimeler

• Mağaza Atmosferi
• Perakendeci Marka Genişlemesi
• Ana Marka
• Genişletilmiş Marka
• Algılanan Uyum
• Algılanan Kalite

An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit

Öz

The purpose of this study is to examine the mediator role of the parent brand quality between the store atmosphere and extended brand quality and to investigate the moderator role of perceived fit in the effect of the parent brand quality on the extended brand quality. Data from 200 participants were collected through surveys conducted face-to-face in Ankara. The results of the process analyses reveal that the parent brand quality is a mediator between the store atmosphere and the extended brand quality. Perceived fit is a moderator between the parent brand quality and the extended brand quality.

Anahtar Kelimeler

• Store Atmosphere
• Retailer Brand Extension
• Parent Brand
• Extended Brand
• Perceived Fit
• Perceived Quality

Destekleyen Kurum

We would like to acknowledge the support of Hacettepe University Teknokent Technology Transfer Center (Teknokent Teknoloji Transfer Merkezi).

Teşekkür

We would also like to acknowledge the invaluable comments made on the earlier versions by Selin Metin Camgöz and Özge Tayfur Ekmekci.

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