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Journals / Sosyoekonomi / 2021 / Cilt: 29 - Sayı: 48

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

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

Beyza GÜLTEKİN
Mehmet SARAÇ
Pages
145–160
Publication Date
2021-04-28
DOI
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AI Summary & Key Takeaways

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

Perceived fit is a moderator between the parent brand quality and the extended brand quality.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
📊
Key Findings & Data:Data from 200 participants were collected through surveys conducted face-to-face in Ankara.
💡
Conclusion & Impact:Perceived fit is a moderator between the parent brand quality and the extended brand quality.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Mağaza Atmosferi · Perakendeci Marka Genişlemesi · Ana Marka

Abstract

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.

Özet

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.

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Cite This Article

GÜLTEKİN, 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, Cilt: 29 - Sayı: 48, 145–160. https://ajindex.com/articles/139268

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