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Journals / Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty / 2023 / Cilt: 10 Sayı: 3

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

MARKA İMAJI VE FİYAT ALGISININ MARKA GENİŞLEMESİNE YÖNELİK TUTUM ÜZERİNDEKİ ETKİSİNDE MARKA SADAKATİNİN ARACILIK ROLÜ

Ali KÖROĞLU
Pages
2023–2047
Publication Date
2023-11-30
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
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Key Findings & Data:However, the brand extension strategy does not always yield positive results.
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Conclusion & Impact: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.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Fiyat Algısı · Marka İmajı · Marka Sadakati

Abstract

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 brand's perceived price and parent brand image on attitude towards extension. For this purpose, data were collected from individuals living in Turkey through questionnaires (n=414). 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.

Özet

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 Türkiye’de yaşayan bireylerden anket aracılığıyla veriler toplanmıştır (n=414). 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.

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Cite This Article

KÖROĞLU, A. (2023). THE MEDIATING ROLE OF BRAND LOYALTY IN THE EFFECT OF BRAND IMAGE AND PRICE PERCEPTION ON ATTITUDE TO BRAND EXTENSION. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, Cilt: 10 Sayı: 3, 2023–2047. https://ajindex.com/articles/1019757

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