THE MEDIATING ROLE OF BRAND LOYALTY IN THE EFFECT OF BRAND IMAGE AND PRICE PERCEPTION ON ATTITUDE TO BRAND EXTENSION

Ali Köroğlu

Makale detayları

THE MEDIATING ROLE OF BRAND LOYALTY IN THE EFFECT OF BRAND IMAGE AND PRICE PERCEPTION ON ATTITUDE TO BRAND EXTENSION

Yazarlar:

Ali Köroğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Product and Brand Management

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2023-2047

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001304342

pISSN:

2149-1658

Anahtar kelimeler:

Özet:

 The high number of brands in the market, the difficulty of finding an effective brand name, and the high cost of promoting a new brand lead brands to extend. The business that wants to enter a new market gives the name of its well-known brand to the new product it offers to avoid these difficulties. However, the brand extension strategy does not always yield positive results. In some cases, brand extension harms the parent brand. The aim of this study is to examine the mediating role of parent brand loyalty in the effect of parent brands perceived price and parent brand image on attitude towards extension. For this purpose, data were collected from individuals living in Turkey through questionnaires n414. As a result of the analysis, it was concluded that parent brand price perception and parent brand image positively affected parent brand loyalty and attitude towards brand extension, and parent brand loyalty positively affected attitude towards brand extension. At the same time, parent brand loyalty has a mediating role in the relationship between parent brand price perception and parent brand image and attitude towards brand extension.

 The high number of brands in the market, the difficulty of finding an effective brand name, and the high cost of promoting a new brand lead brands to extend. The business that wants to enter a new market gives the name of its well-known brand to the new product it offers to avoid these difficulties. However, the brand extension strategy does not always yield positive results. In some cases, brand extension harms the parent brand. The aim of this study is to examine the mediating role of parent brand loyalty in the effect of parent brands perceived price and parent brand image on attitude towards extension. For this purpose, data were collected from individuals living in Turkey through questionnaires n414. As a result of the analysis, it was concluded that parent brand price perception and parent brand image positively affected parent brand loyalty and attitude towards brand extension, and parent brand loyalty positively affected attitude towards brand extension. At the same time, parent brand loyalty has a mediating role in the relationship between parent brand price perception and parent brand image and attitude towards brand extension.

 The high number of brands in the market, the difficulty of finding an effective brand name, and the high cost of promoting a new brand lead brands to extend. The business that wants to enter a new market gives the name of its well-known brand to the new product it offers to avoid these difficulties. However, the brand extension strategy does not always yield positive results. In some cases, brand extension harms the parent brand. The aim of this study is to examine the mediating role of parent brand loyalty in the effect of parent brands perceived price and parent brand image on attitude towards extension. For this purpose, data were collected from individuals living in Turkey through questionnaires n414. As a result of the analysis, it was concluded that parent brand price perception and parent brand image positively affected parent brand loyalty and attitude towards brand extension, and parent brand loyalty positively affected attitude towards brand extension. At the same time, parent brand loyalty has a mediating role in the relationship between parent brand price perception and parent brand image and attitude towards brand extension.

 Pazarda bulunan marka sayısının fazla olması, etkili bir marka ismi bulmanın zor olması ve yeni bir markayı tutundurmak için katlanılacak maliyetin yüksek olması markaları genişlemeye yöneltmektedir. Yeni bir pazara girmek isteyen işletme bu zorluklara katlanmamak için piyasaya sunduğu yeni ürüne tanınmış markasının ismini vermektedir. Ancak marka genişleme stratejisi her zaman olumlu sonuçlar vermemektedir. Bazı durumlarda genişleme markası ana markaya zarar vermektedir. Bu çalışmanın amacı ana markanın algılanan fiyatı ve ana marka imajının genişlemeye yönelik tutum üzerindeki etkisinde ana marka sadakatinin aracılık rolünü incelemektir. Bu amaçla Türkiyede yaşayan bireylerden anket aracılığıyla veriler toplanmıştır n414. Analizler sonucunda ana marka fiyat algısının ve ana marka imajının ana marka sadakati ve genişlemeye yönelik tutumu pozitif olarak yordadığı ve ana marka sadakatinin genişlemeye yönelik tutumu pozitif olarak yordadığı sonucuna ulaşılmıştır. Aynı zamanda ana marka sadakatinin ana marka fiyat algısı ve ana marka imajı ile genişlemeye yönelik tutum arasındaki ilişkide aracılık rolü bulunmaktadır.

Makale detayları

THE MEDIATING ROLE OF BRAND LOYALTY IN THE EFFECT OF BRAND IMAGE AND PRICE PERCEPTION ON ATTITUDE TO BRAND EXTENSION

Yazarlar:

Ali Köroğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Product and Brand Management

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2023-2047

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001304342

pISSN:

2149-1658

Price Perception

Brand Image

Brand Loyalty

Brand ExtensionFiyat Algısı

Marka İmajı

Marka Sadakati

Marka Genişlemesi

Sayı

Makale detayları

Yazarlar: Ali Köroğlu

Yayıncı: Burdur Mehmet Akif Ersoy University

Ana Başlıklar: Product and Brand Management

Dergi: Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2023-2047

Belge Tipi: Makale

Yayın Tarihi: 11/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001304342

pISSN: 2149-1658

Sayı

Yazarlar:

Ali Köroğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Product and Brand Management

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2023-2047

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001304342

pISSN:

2149-1658