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

Yıl 2021, Cilt: 29 Sayı: 48, 145 - 160, 28.04.2021
https://doi.org/10.17233/sosyoekonomi.2021.02.08

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.

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.

Kaynakça

  • Aaker, D.A. & K.L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), 27-41.
  • Ahluwalia, R. (2008), “How Far Can a Brand Stretch? Understanding the Role of Self-Construal”, Journal of Marketing Research, XLV(June), 337-350.
  • Alexander, N. & M. Colgate (2005), “Customers’ Responses to Retail Brand Extensions”, Journal of Marketing Management, 21, 393-419.
  • Balachander, S. & S. Ghose (2003), “Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions”, Journal of Marketing, 67(January), 4-13.
  • Barone, M.J. & A.T. Norman & A.D. Miyazaki (2007), “Consumer response to retailer use of cause-related marketing: Is more fit better?”, Journal of Retailing, 83(4), 437-445.
  • Berman, B. & J.R. Evans (2013), Retail Management: A Strategic Approach, Essex: Pearson Education Limited.
  • Bottomley, P.A. & J.R. Doyle (1996), “The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model”, International Journal of Research in Marketing, 13(4), 365-377.
  • Broniarczyk, S.M. & J.W. Alba (1994), “The Importance of the Brand in Brand Extension”, Journal of Marketing Research, 31, 214-228.
  • Buil, I. & L. de Chernatony & L.E. Hem (2009), “Brand extension strategies: perceived fit, brand type, and culture influences”, European Journal of Marketing, 43(11/12), 1300-1324.
  • Cho, J.Y. & E.-J. Lee (2017), “Impact of interior colors in retail store atmosphere on consumers’ perceived store luxury, emotions, and preference”, Clothing and Textiles Research Journal, 35(1), 1-16.
  • Chowdhury, J. & J. Reardon & R. Srivastava (1998), “Alternative modes of measuring store image: An empirical assessment of structured versus unstructured measures”, Journal of Marketing Theory and Practice, 6(2), 72-86.
  • Chun, H.H. & C.W. Park & A.B. Eisingerich & D.J. MacInnis (2015), “Strategic benefits of low fit brand extensions: When and why?”, Journal of Consumer Psychology, 25(4), 577-595.
  • Collins-Dodd, C. & T. Lindley (2003), “Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions”, Journal of Retailing and Consumer Services, 10(6), 345-352.
  • Cox, R. & P. Brittain (2004), Retailing an Introduction (Fifth Edition), Edinburgh: Prentice-Hall.
  • Czellar, S. (2002), Consumer Attitude Towards Brand Extensions: An Integrative model and research propositions, <https://archive-ouverte.unige.ch/unige:5808>, 06.08.2020.
  • Çifci, S. & A. Koçak (2012), “The impact of brand positivity on the relationship between corporate image and consumers attitudes toward brand extension in service businesses”, Corporate Reputation Review, 15(2), 105-118.
  • de Ruyter, K. & M. Wetzels (2000), “The role of corporate image and extension similarity in service brand extensions”, Journal of Economic Psychology, 21(6), 639-659.
  • DelVecchio, D. & D.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(2), 184-196.
  • Dutzler, H. & W. Kofler & D.A. Nitschke & M. Kittel (2016), Fashion’s Way Forward An action plan for the hard-hit fashion industry, <https://www.strategyand.pwc.com/gx/en/insights/fashions-way-forward.html>, 06.08.2020.
  • Dwivedi, A. & B. Merrilees (2013), “Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity”, Australasian Marketing Journal, 21, 75-84.
  • Ebster, C. & M. Garaus (2015), Store Design and Visual Merchandising: Creating Store Space That Encourages Buying (2nd ed.), New York: Business Expert Press.
  • Echambadi, R. & I. Arroniz & W. Reinartz & J. Lee (2006), “Empirical generalizations from brand extension research: How sure are we?”, International Journal of Research in Marketing, 23(3), 253-261.
  • Fornell, C. & D.F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18(1), 39-50.
  • Franzoi, S.L. (2009), Social Psychology (5th ed.), New York: McGraw-Hill.
  • Garvin, D.A. (1984), “Product quality: An important strategic weapon”, Business Horizons, 27(3), 40-43.
  • Gawronski, B. & F. Strack (2004), “On the propositional nature of cognitive consistency: Dissonance changes explicit, but not implicit attitudes”, Journal of Experimental Social Psychology, 40(4), 535-542.
  • Gültekin, B. & L. Özer (2012), “Store Image’s Influence on Perceived Quality of Store Brands and Store Brand Purchasing Behavior”, Mediterranean Journal of Social Sciences, 3(6), 189-195.
  • Gürhan-Canli, Z. & G. Sarıal-Abi & C. Hayran (2018), “Consumers and Brands Across the Globe: Research Synthesis and New Directions”, Journal of International Marketing, 26(1), 96-117.
  • Hair, J.F. & W.C. Black & B.J. Babin & R.E. Anderson (2014), Multivariate Data Analysis, Essex: Pearson Education Limited.
  • Hayes, A.F. & N.J. Rockwood (2017), “Regression-based statistical mediation and moderation analysis in clinical research: Observations, recommendations, and implementation”, Behavior Research and Therapy, 98, 39-57.
  • Howland, D. (2017), Target unveils $7B plan to overhaul stores, digital operations, <https://www.retaildive.com/news/target-unveils-7b-plan-to-overhaul-stores-digitaloperations/437139/>, 06.08.2020.
  • Hwang, J. & J.-E. Chung (2019), “What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference”, Journal of Retailing and Consumer Services, 47, 293-306.
  • Jacoby, J. & J.C. Olson & R.A. Haddock (1971), “Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality”, Journal of Applied Psychology, 55(6), 570-579.
  • Jordan, D. (2017), Dentsu Aegis Network, <http://www.dentsuaegisnetwork.com/media/dentsuaegisnetworknewsdetaila/2017/2017_06_15?Global-ad-spend-to-hit-5634-billion-in-2017-with-digital-driving-growth>, 06.08.2020.
  • Keller, K.L. & D.A. Aaker (1992), “The effects of sequential introduction of brand extensions”, Journal of Marketing Research, 29(1), 35-50.
  • Kim, H. & D.R. John (2008), “Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit”, Journal of Consumer Psychology, 18, 116-126.
  • Kim, J. & H.J. Yoon (2013), “Association ambiguity in brand extension”, Journal of Advertising, 42(4), 358-370.
  • Kline, R.B. (2011), Principles and practice of structural equation modelling, New York: The Guilford Press.
  • Klink, R.R. & D.C. Smith (2001), “Threats to the External Validity of Brand Extension Research”, Journal of Marketing Research, XXXVIII(August), 326-335.
  • Laforet, S. (2007), “British grocers’ brand extension in financial services”, Journal of Product & Brand Management, 16(2), 82-97.
  • Lei, J. & R. Pruppers & H. Ouwersloot & J. Lemmink (2004), “Service Intensiveness and Brand Extension Evaluations”, Journal of Service Research, 6(3), 243-255.
  • Liljander, V. & P. Polsa & A. van Riel (2009), “Modelling consumer responses to an apparel store brand: Store image as a risk reducer”, Journal of Retailing and Consumer Services, 16(4), 281-290.
  • Loken, B. & D.R. John (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”, Journal of Marketing, 57(July), 71-84.
  • Madellia (2018), The Customer Experience Tipping Point An Ipsos and Madellia study: U.S., U.K., Germany, and France, <Madellia:https://go.medallia.com/rs/669-VLQ-276/images/Medallia_Ipsos_The_Customer_Experience_Tipping_Point.pdf>, 06.08.2020.
  • Martinelli, E. & L. Sparks (2003), “Food retailers and financial services in the UK: A co-opetitive perspective”, British Food Journal, 105(9), 577-590.
  • Maynard, M. (2018), “McDonald’s is Spending $6 Billion to Play Catch-Up”, Forbes, <https://www.forbes.com/sites/michelinemaynard/2018/08/15/mcdonalds-6-billion-overhaul-swipes-familiar-ideas-from-fast-casual-restaurants/#3e6e01ce6e25”, 06.08.2020.
  • Midi, H. & S.K. Sarkar & S. Rana (2010), “Collinearity diagnostics of binary logistic regression model”, Journal of Interdisciplinary Mathematics, 13(3), 253-267.
  • Milberg, S.J. & R.C. Goodstein & F. Sinn & A. Cuneo & L.D. Epstein (2013), “Call back the jury: Reinvestigating the effects of fit and parent brand quality in determining brand extension success”, Journal of Marketing Management, 29(3-4), 374-390.
  • Monga, A.B. & D.R. John (2010), “What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation”, Journal of Marketing, 74, 80-92.
  • Park, C.W. & S. Milberg & R. Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency”, Journal of Consumer Research, 18(2), 185-193.
  • Podsakoff, P.M. & S.B. MacKenzie & J.-Y. Lee & N.P. Podsakoff (2003), “Common method biases in behavioral research: a critical review of the literature and recommended remedies”, Journal of Applied Psychology, 88(5), 879-903.
  • PricewaterhouseCoopers (2016), Dönüşürken Büyüyen Türkiye Perakende Sektörü, <https://www.pwc.com.tr/tr/publications/industrial/retail-consumer/pdf/donusurken-buyuyen-turkiye-perakende-sektoru-raporu.pdf>, 06.08.2020.
  • Ramanathan, J. & S.K. Velayudhan (2015), “Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services”, Journal of Brand Management, 22(9), 778-801.
  • Rao, A.R. & K.B. Monroe (1988), “The moderating effect of prior knowledge on cue utilization in product evaluations”, Journal of Consumer Research, 15(September), 253-264.
  • Rao, A.R. & K.B. Monroe (1989), “The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review”, Journal of Marketing Research, XXVI(August), 351-357.
  • Richardson, P.S. & A.S. Dick & A.K. Jain (1994), “Extrinsic and Intrinsic of Store Perceptions Cue Effects on Brand Quality”, Journal of Marketing, 58(4), 28-36.
  • Rockwood, N.J. (2017), “Advancing the Formulation and Testing of Multilevel Mediation and Moderated Mediation Models”, Master’s Thesis, Graduate School of The Ohio State University, Ohio, United States.
  • Salinas, M.E. & J.M.P. Pérez (2009), “Modeling the brand extensions’ influence on brand image”, Journal of Business Research, 62(1), 50-60.
  • Shao, J. & J. Zhang & K. Chen (2015), “Research on Brand Extension Feedback Effects Based on Customer Equity”, South African Journal of Business Managment, 46(1), 97-105.
  • Sichtmann, C. & A. Diamantopoulos (2013), “The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success”, Journal of the Academy of Marketing Science, 41(5), 567-585.
  • Stein, A. & B. Ramaseshan (2016), “Towards the identification of customer experience touch point elements”, Journal of Retailing and Consumer Services, 30, 8-19.
  • Su, J. (2016), “Examining the relationships among the brand equity dimensions”, Asia Pacific Journal of Marketing and Logistics, 28(3), 464-480.
  • Sunde, L. & R.J. Brodie (1993), “Consumer evaluations of brand extensions: Further empirical results”, International Journal of Research in Marketing, 10(1), 47-53.
  • Tabanchnick, B.G. & L.S. Fidell (2013), Using Multivariate Statistics (Sixth Edition), Boston: Pearson Education.
  • Taylor, V.A. & W.O. Bearden (2002), “The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity”, Journal of the Academy of Marketing Science, 30(2), 131-140.
  • Terres, M.S. & M.M. Herter & D.C. Pinto & J.A. Mazzon (2020), “The power of sophistication: How service design cues help inservice failures”, Journal of Consumer Behavior, 72(5), 1-14.
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  • Van Riel, A.C.R. & J. Lemmink & H. Ouwersloot (2001), “Consumer evaluations of service brand extensions”, Journal of Service Research, 3(3), 220-23.
  • Verhoef, P.C. & K.N. Lemon & A. Parasuraman & A. Roggeveen & M. Tsiros & L.A. Schlesinger (2009), “Customer Experience Creation: Determinants, Dynamics and Management Strategies”, Journal of Retailing, 85(1), 31-41.
  • Vololato, N.L. & H.R. Unnava (2006), “Spillover of Negative Information on Brand Alliances”, Journal of Consumer Psychology, 16(2), 196-202.
  • Völckner, F. & H. Sattler & T. Hennig-Thurau & C.M. Ringle (2010), “The Role of Parent Brand Quality for Service Brand Extension Success”, Journal of Service Research, 13(4), 379-396.
  • Völckner, F. & H. Sattler (2006), “Drivers of Brand Extension Success”, Journal of Marketing, 70(2), 18-34.
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Perakende Marka Genişlemesinin Mağaza Atmosferi, Ana Marka ve Genişletilmiş Markaların Algılanan Kalitesi ile Algılanan Uyum Çerçevesinde İncelenmesi

Yıl 2021, Cilt: 29 Sayı: 48, 145 - 160, 28.04.2021
https://doi.org/10.17233/sosyoekonomi.2021.02.08

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.

Kaynakça

  • Aaker, D.A. & K.L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), 27-41.
  • Ahluwalia, R. (2008), “How Far Can a Brand Stretch? Understanding the Role of Self-Construal”, Journal of Marketing Research, XLV(June), 337-350.
  • Alexander, N. & M. Colgate (2005), “Customers’ Responses to Retail Brand Extensions”, Journal of Marketing Management, 21, 393-419.
  • Balachander, S. & S. Ghose (2003), “Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions”, Journal of Marketing, 67(January), 4-13.
  • Barone, M.J. & A.T. Norman & A.D. Miyazaki (2007), “Consumer response to retailer use of cause-related marketing: Is more fit better?”, Journal of Retailing, 83(4), 437-445.
  • Berman, B. & J.R. Evans (2013), Retail Management: A Strategic Approach, Essex: Pearson Education Limited.
  • Bottomley, P.A. & J.R. Doyle (1996), “The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model”, International Journal of Research in Marketing, 13(4), 365-377.
  • Broniarczyk, S.M. & J.W. Alba (1994), “The Importance of the Brand in Brand Extension”, Journal of Marketing Research, 31, 214-228.
  • Buil, I. & L. de Chernatony & L.E. Hem (2009), “Brand extension strategies: perceived fit, brand type, and culture influences”, European Journal of Marketing, 43(11/12), 1300-1324.
  • Cho, J.Y. & E.-J. Lee (2017), “Impact of interior colors in retail store atmosphere on consumers’ perceived store luxury, emotions, and preference”, Clothing and Textiles Research Journal, 35(1), 1-16.
  • Chowdhury, J. & J. Reardon & R. Srivastava (1998), “Alternative modes of measuring store image: An empirical assessment of structured versus unstructured measures”, Journal of Marketing Theory and Practice, 6(2), 72-86.
  • Chun, H.H. & C.W. Park & A.B. Eisingerich & D.J. MacInnis (2015), “Strategic benefits of low fit brand extensions: When and why?”, Journal of Consumer Psychology, 25(4), 577-595.
  • Collins-Dodd, C. & T. Lindley (2003), “Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions”, Journal of Retailing and Consumer Services, 10(6), 345-352.
  • Cox, R. & P. Brittain (2004), Retailing an Introduction (Fifth Edition), Edinburgh: Prentice-Hall.
  • Czellar, S. (2002), Consumer Attitude Towards Brand Extensions: An Integrative model and research propositions, <https://archive-ouverte.unige.ch/unige:5808>, 06.08.2020.
  • Çifci, S. & A. Koçak (2012), “The impact of brand positivity on the relationship between corporate image and consumers attitudes toward brand extension in service businesses”, Corporate Reputation Review, 15(2), 105-118.
  • de Ruyter, K. & M. Wetzels (2000), “The role of corporate image and extension similarity in service brand extensions”, Journal of Economic Psychology, 21(6), 639-659.
  • DelVecchio, D. & D.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(2), 184-196.
  • Dutzler, H. & W. Kofler & D.A. Nitschke & M. Kittel (2016), Fashion’s Way Forward An action plan for the hard-hit fashion industry, <https://www.strategyand.pwc.com/gx/en/insights/fashions-way-forward.html>, 06.08.2020.
  • Dwivedi, A. & B. Merrilees (2013), “Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity”, Australasian Marketing Journal, 21, 75-84.
  • Ebster, C. & M. Garaus (2015), Store Design and Visual Merchandising: Creating Store Space That Encourages Buying (2nd ed.), New York: Business Expert Press.
  • Echambadi, R. & I. Arroniz & W. Reinartz & J. Lee (2006), “Empirical generalizations from brand extension research: How sure are we?”, International Journal of Research in Marketing, 23(3), 253-261.
  • Fornell, C. & D.F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18(1), 39-50.
  • Franzoi, S.L. (2009), Social Psychology (5th ed.), New York: McGraw-Hill.
  • Garvin, D.A. (1984), “Product quality: An important strategic weapon”, Business Horizons, 27(3), 40-43.
  • Gawronski, B. & F. Strack (2004), “On the propositional nature of cognitive consistency: Dissonance changes explicit, but not implicit attitudes”, Journal of Experimental Social Psychology, 40(4), 535-542.
  • Gültekin, B. & L. Özer (2012), “Store Image’s Influence on Perceived Quality of Store Brands and Store Brand Purchasing Behavior”, Mediterranean Journal of Social Sciences, 3(6), 189-195.
  • Gürhan-Canli, Z. & G. Sarıal-Abi & C. Hayran (2018), “Consumers and Brands Across the Globe: Research Synthesis and New Directions”, Journal of International Marketing, 26(1), 96-117.
  • Hair, J.F. & W.C. Black & B.J. Babin & R.E. Anderson (2014), Multivariate Data Analysis, Essex: Pearson Education Limited.
  • Hayes, A.F. & N.J. Rockwood (2017), “Regression-based statistical mediation and moderation analysis in clinical research: Observations, recommendations, and implementation”, Behavior Research and Therapy, 98, 39-57.
  • Howland, D. (2017), Target unveils $7B plan to overhaul stores, digital operations, <https://www.retaildive.com/news/target-unveils-7b-plan-to-overhaul-stores-digitaloperations/437139/>, 06.08.2020.
  • Hwang, J. & J.-E. Chung (2019), “What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference”, Journal of Retailing and Consumer Services, 47, 293-306.
  • Jacoby, J. & J.C. Olson & R.A. Haddock (1971), “Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality”, Journal of Applied Psychology, 55(6), 570-579.
  • Jordan, D. (2017), Dentsu Aegis Network, <http://www.dentsuaegisnetwork.com/media/dentsuaegisnetworknewsdetaila/2017/2017_06_15?Global-ad-spend-to-hit-5634-billion-in-2017-with-digital-driving-growth>, 06.08.2020.
  • Keller, K.L. & D.A. Aaker (1992), “The effects of sequential introduction of brand extensions”, Journal of Marketing Research, 29(1), 35-50.
  • Kim, H. & D.R. John (2008), “Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit”, Journal of Consumer Psychology, 18, 116-126.
  • Kim, J. & H.J. Yoon (2013), “Association ambiguity in brand extension”, Journal of Advertising, 42(4), 358-370.
  • Kline, R.B. (2011), Principles and practice of structural equation modelling, New York: The Guilford Press.
  • Klink, R.R. & D.C. Smith (2001), “Threats to the External Validity of Brand Extension Research”, Journal of Marketing Research, XXXVIII(August), 326-335.
  • Laforet, S. (2007), “British grocers’ brand extension in financial services”, Journal of Product & Brand Management, 16(2), 82-97.
  • Lei, J. & R. Pruppers & H. Ouwersloot & J. Lemmink (2004), “Service Intensiveness and Brand Extension Evaluations”, Journal of Service Research, 6(3), 243-255.
  • Liljander, V. & P. Polsa & A. van Riel (2009), “Modelling consumer responses to an apparel store brand: Store image as a risk reducer”, Journal of Retailing and Consumer Services, 16(4), 281-290.
  • Loken, B. & D.R. John (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”, Journal of Marketing, 57(July), 71-84.
  • Madellia (2018), The Customer Experience Tipping Point An Ipsos and Madellia study: U.S., U.K., Germany, and France, <Madellia:https://go.medallia.com/rs/669-VLQ-276/images/Medallia_Ipsos_The_Customer_Experience_Tipping_Point.pdf>, 06.08.2020.
  • Martinelli, E. & L. Sparks (2003), “Food retailers and financial services in the UK: A co-opetitive perspective”, British Food Journal, 105(9), 577-590.
  • Maynard, M. (2018), “McDonald’s is Spending $6 Billion to Play Catch-Up”, Forbes, <https://www.forbes.com/sites/michelinemaynard/2018/08/15/mcdonalds-6-billion-overhaul-swipes-familiar-ideas-from-fast-casual-restaurants/#3e6e01ce6e25”, 06.08.2020.
  • Midi, H. & S.K. Sarkar & S. Rana (2010), “Collinearity diagnostics of binary logistic regression model”, Journal of Interdisciplinary Mathematics, 13(3), 253-267.
  • Milberg, S.J. & R.C. Goodstein & F. Sinn & A. Cuneo & L.D. Epstein (2013), “Call back the jury: Reinvestigating the effects of fit and parent brand quality in determining brand extension success”, Journal of Marketing Management, 29(3-4), 374-390.
  • Monga, A.B. & D.R. John (2010), “What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation”, Journal of Marketing, 74, 80-92.
  • Park, C.W. & S. Milberg & R. Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency”, Journal of Consumer Research, 18(2), 185-193.
  • Podsakoff, P.M. & S.B. MacKenzie & J.-Y. Lee & N.P. Podsakoff (2003), “Common method biases in behavioral research: a critical review of the literature and recommended remedies”, Journal of Applied Psychology, 88(5), 879-903.
  • PricewaterhouseCoopers (2016), Dönüşürken Büyüyen Türkiye Perakende Sektörü, <https://www.pwc.com.tr/tr/publications/industrial/retail-consumer/pdf/donusurken-buyuyen-turkiye-perakende-sektoru-raporu.pdf>, 06.08.2020.
  • Ramanathan, J. & S.K. Velayudhan (2015), “Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services”, Journal of Brand Management, 22(9), 778-801.
  • Rao, A.R. & K.B. Monroe (1988), “The moderating effect of prior knowledge on cue utilization in product evaluations”, Journal of Consumer Research, 15(September), 253-264.
  • Rao, A.R. & K.B. Monroe (1989), “The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review”, Journal of Marketing Research, XXVI(August), 351-357.
  • Richardson, P.S. & A.S. Dick & A.K. Jain (1994), “Extrinsic and Intrinsic of Store Perceptions Cue Effects on Brand Quality”, Journal of Marketing, 58(4), 28-36.
  • Rockwood, N.J. (2017), “Advancing the Formulation and Testing of Multilevel Mediation and Moderated Mediation Models”, Master’s Thesis, Graduate School of The Ohio State University, Ohio, United States.
  • Salinas, M.E. & J.M.P. Pérez (2009), “Modeling the brand extensions’ influence on brand image”, Journal of Business Research, 62(1), 50-60.
  • Shao, J. & J. Zhang & K. Chen (2015), “Research on Brand Extension Feedback Effects Based on Customer Equity”, South African Journal of Business Managment, 46(1), 97-105.
  • Sichtmann, C. & A. Diamantopoulos (2013), “The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success”, Journal of the Academy of Marketing Science, 41(5), 567-585.
  • Stein, A. & B. Ramaseshan (2016), “Towards the identification of customer experience touch point elements”, Journal of Retailing and Consumer Services, 30, 8-19.
  • Su, J. (2016), “Examining the relationships among the brand equity dimensions”, Asia Pacific Journal of Marketing and Logistics, 28(3), 464-480.
  • Sunde, L. & R.J. Brodie (1993), “Consumer evaluations of brand extensions: Further empirical results”, International Journal of Research in Marketing, 10(1), 47-53.
  • Tabanchnick, B.G. & L.S. Fidell (2013), Using Multivariate Statistics (Sixth Edition), Boston: Pearson Education.
  • Taylor, V.A. & W.O. Bearden (2002), “The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity”, Journal of the Academy of Marketing Science, 30(2), 131-140.
  • Terres, M.S. & M.M. Herter & D.C. Pinto & J.A. Mazzon (2020), “The power of sophistication: How service design cues help inservice failures”, Journal of Consumer Behavior, 72(5), 1-14.
  • Thorndike, E.L. (1920), “A constant error in psychological ratings”, Journal of Applied Psychology, 4(1), 25-29.
  • Van Riel, A.C.R. & J. Lemmink & H. Ouwersloot (2001), “Consumer evaluations of service brand extensions”, Journal of Service Research, 3(3), 220-23.
  • Verhoef, P.C. & K.N. Lemon & A. Parasuraman & A. Roggeveen & M. Tsiros & L.A. Schlesinger (2009), “Customer Experience Creation: Determinants, Dynamics and Management Strategies”, Journal of Retailing, 85(1), 31-41.
  • Vololato, N.L. & H.R. Unnava (2006), “Spillover of Negative Information on Brand Alliances”, Journal of Consumer Psychology, 16(2), 196-202.
  • Völckner, F. & H. Sattler & T. Hennig-Thurau & C.M. Ringle (2010), “The Role of Parent Brand Quality for Service Brand Extension Success”, Journal of Service Research, 13(4), 379-396.
  • Völckner, F. & H. Sattler (2006), “Drivers of Brand Extension Success”, Journal of Marketing, 70(2), 18-34.
  • Wood, Z. (2012), “Tesco’s UK profits fall for first time in two decades”, The Guardian, <https://www.theguardian.com/business/2012/apr/18/tesco-uk-profits-fall-makeover>, 06.08.2020.
  • Yang, S. & Y. Lu & S. Gupta (2013), “An empirical investigation of mobile services’ cross-category promotions”, International Journal of Mobile Communications, 11(6), 580-596.
Toplam 74 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Beyza Gültekin 0000-0002-6797-864X

Mehmet Saraç Bu kişi benim 0000-0002-8283-8717

Yayımlanma Tarihi 28 Nisan 2021
Gönderilme Tarihi 4 Eylül 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 29 Sayı: 48

Kaynak Göster

APA Gültekin, B., & Saraç, M. (2021). An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi, 29(48), 145-160. https://doi.org/10.17233/sosyoekonomi.2021.02.08
AMA Gültekin B, Saraç M. An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi. Nisan 2021;29(48):145-160. doi:10.17233/sosyoekonomi.2021.02.08
Chicago Gültekin, Beyza, ve Mehmet Saraç. “An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit”. Sosyoekonomi 29, sy. 48 (Nisan 2021): 145-60. https://doi.org/10.17233/sosyoekonomi.2021.02.08.
EndNote Gültekin B, Saraç M (01 Nisan 2021) An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi 29 48 145–160.
IEEE B. Gültekin ve M. Saraç, “An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit”, Sosyoekonomi, c. 29, sy. 48, ss. 145–160, 2021, doi: 10.17233/sosyoekonomi.2021.02.08.
ISNAD Gültekin, Beyza - Saraç, Mehmet. “An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit”. Sosyoekonomi 29/48 (Nisan 2021), 145-160. https://doi.org/10.17233/sosyoekonomi.2021.02.08.
JAMA Gültekin B, Saraç M. An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi. 2021;29:145–160.
MLA Gültekin, Beyza ve Mehmet Saraç. “An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit”. Sosyoekonomi, c. 29, sy. 48, 2021, ss. 145-60, doi:10.17233/sosyoekonomi.2021.02.08.
Vancouver Gültekin B, Saraç M. An Evaluation of Retail Brand Extension in the Context of Store Atmosphere, Perceived Quality of Parent and Extended Brands, and Perceived Fit. Sosyoekonomi. 2021;29(48):145-60.