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Journals / Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 17 Sayı: 33

BRAND DILUTION’S IMPLICATIONS FOR PURCHASE INTENTION THROUGH BRAND EQUITY

MARKA SULANDIRMASININ MARKA DEĞERİ ÜZERİNDEN SATIN ALMA NİYETİNE YANSIMALARI

Ali Köroğlu(TOKAT GAZİOSMANPAŞA ÜNİVERSİTESİ, TOKAT MESLEK YÜKSEKOKULU)0000-0003-4021-6300
Salih Yıldız(GÜMÜŞHANE ÜNİVERSİTESİ, GÜMÜŞHANE İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ)0000-0002-1002-5960
Pages
317–341
Publication Date
2026-06-28
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AI Summary & Key Takeaways

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

The research results indicate a negative impact of brand dilution on brand equity dimensions and purchase intention.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brand dilution, which refers to new brand’s damage to well-known brand’s reputation and distinctive character by entering the market, is an understudied topic in marketing.
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Key Findings & Data:For this purpose, a survey was conducted with 960 university students selected using a convenience sampling method.
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Conclusion & Impact:The research results indicate a negative impact of brand dilution on brand equity dimensions and purchase intention.
🔬Design:Survey & Empirical Study
📍Scope:2018 Verileri
⚙️Variables:Marka sulandırması · marka değeri · satın alma niyeti

Abstract

Brand dilution, which refers to new brand’s damage to well-known brand’s reputation and distinctive character by entering the market, is an understudied topic in marketing. Furthermore, there are very few studies comparing the effects of different levels of blurring and tarnishing. This study aims to fill this gap by examining the indirect impact of brand dilution on purchase intention through brand equity and by comparing the effects of blurring and tarnishing. For this purpose, a survey was conducted with 960 university students selected using a convenience sampling method. The conditional process model (Model 8) developed by Hayes (2018) was used in the research. The research results indicate a negative impact of brand dilution on brand equity dimensions and purchase intention. Additionally, brand awareness/association and brand loyalty play a mediating role in the relationship between brand dilution and purchase intention. Familiarity with the product category plays a moderating role in the relationship between brand dilution and brand awareness/association, brand loyalty, and purchase intention. As participants’ familiarity with the product category increases, the influence of brand dilution on brand loyalty and purchase intention increases, while its influence on brand awareness/association decreases.

Özet

Pazara yeni giren bir markanın tanınmış markanın itibarına ve ayırt edici karakterine zarar vermesi anlamına gelen marka sulandırması pazarlama alanında yeterince ele alınmamış bir konudur. Ayrıca bulanıklaştırma ve lekeleme boyutlarının etkilerini karşılaştıran çalışmaların sayısı da oldukça azdır. Bu çalışma marka sulandırmasının marka değeri aracılığıyla satın alma niyeti üzerindeki dolaylı etkisini inceleyerek ve bulanıklaştırma ve lekelemenin etkilerini karşılaştırarak bu boşluğu doldurmayı amaçlamaktadır. Bu amaçla, kolayda örnekleme yöntemiyle belirlenen 960 üniversite öğrencisiyle bir anket çalışması yürütülmüştür. Araştırmada Hayes (2018) tarafından geliştirilen koşullu süreç modeli (Model 8) kullanılmıştır. Araştırma sonuçları, marka sulandırmasının marka değeri boyutları ve satın alma niyeti üzerinde olumsuz bir etkisi olduğunu göstermektedir. Ayrıca, marka farkındalığı/çağrışımı ve marka sadakati, marka sulandırması ile satın alma niyeti arasındaki ilişkide aracı rol oynamaktadır. Ürün kategorisine aşinalık, marka sulandırması ile marka farkındalığı/çağrışımı, marka sadakati ve satın alma niyeti arasındaki ilişkide düzenleyici rol oynamaktadır. Katılımcıların ürün kategorisine aşinalığı arttıkça marka sulandırmasının marka sadakati ve satın alma niyeti üzerindeki etkisi artarken, marka farkındalığı/çağrışımı üzerindeki etkisi azalmaktadır.

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Cite This Article

Köroğlu, A., Yıldız, S. (2026). BRAND DILUTION’S IMPLICATIONS FOR PURCHASE INTENTION THROUGH BRAND EQUITY. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 17 Sayı: 33, 317–341. https://doi.org/10.36543/kauiibfd.2026.015

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