SavedAdd your journal

Journals / Bogazici Journal: Review of Social, Economic and Administrative Studies / 2010 / Cilt: 24 - Sayı: 1

FACTORS AFFECTING CONSUMER EVALUATIONS OF BRAND EXTENSIONS

MARKA GENİŞLEMELERİNDE TÜKETİCİ DEĞERLENDİRMELERİNİ ETKİLEYEN FAKTÖRLER

ÖZGE SIĞIRCI
A MÜGE YALÇIN
Pages
67–88
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

Although, correlation analyses have shown that there is a relationship between "Fml with the PB", "CI" and consumer evaluations, no direct effect is found in regression analysis.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of the study is to examine the effects of relevancy of parent brand specific associations (PBSA) to the extension, fit (Ft) between the parent brand (PB) and the extension, familiarity (Fml) with the PB, consumer attitudes toward PB, and consumer innovativeness (CI) on consumer evaluations of brand extensions(BE's).
📊
Key Findings & Data:Following the pretests, questionnaires regarding the impact of the five independent variables on consumers' evaluation of the hypothetical BE's are administered to 504 respondents by using convenience sampling. "Ft between PB and the extension' is found to be the most important factor affecting consumer evaluations. "Consumer attitudes toward PB" and "relevancy of PBSA's" are found to have an effect on consumer evaluations, too.
💡
Conclusion & Impact:Although, correlation analyses have shown that there is a relationship between "Fml with the PB", "CI" and consumer evaluations, no direct effect is found in regression analysis.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The purpose of the study is to examine the effects of relevancy of parent brand specific associations (PBSA) to the extension, fit (Ft) between the parent brand (PB) and the extension, familiarity (Fml) with the PB, consumer attitudes toward PB, and consumer innovativeness (CI) on consumer evaluations of brand extensions(BE's). Two pretests are conducted to find out the PBSA and to define the hypothetical BE's. Following the pretests, questionnaires regarding the impact of the five independent variables on consumers' evaluation of the hypothetical BE's are administered to 504 respondents by using convenience sampling. "Ft between PB and the extension' is found to be the most important factor affecting consumer evaluations. "Consumer attitudes toward PB" and "relevancy of PBSA's" are found to have an effect on consumer evaluations, too. Although, correlation analyses have shown that there is a relationship between "Fml with the PB", "CI" and consumer evaluations, no direct effect is found in regression analysis.

Özet

Çalışmanın amacı, ana marka çağrışımlarının marka uzantısı ile uygunluğu, ana marka ve marka uzantısı arasındaki benzerlik, ana marka aşinalığı, ana markaya karşı tüketici tutumu ve tüketici yenilikçiliğinin marka uzantılarında tüketici değerlendirmeleri üzerindeki etkilerini incelemektir. Tüketici zihnindeki ana marka çağrışımlarını belirleyebilmek ve varsayımsal marka uzantıları tespit edebilmek amacıyla iki ön çalışma yapılmıştır. Ön çalışmaların ardından, beş bağımsız değişkenin tüketicilerin varsayımsal marka uzantısına yönelik değerlendirmelerini ne derecede etkilediğini ölçen anketler kolayda örneklemyöntemiyle belirlenen 504 kişiye uygulanmıştır.Geçmiş çalışmalarda olduğu gibi bu araştırmada da, tüketici değerlendirmelerini etkileyen en önemli unsurun ana marka ve uzantı arasındaki 'benzerlik' olduğu bulunmuştur. Ana markaya karşı tutum ve ana marka çağrışımlarının marka uzantısıyla uygunluğunun da tüketici değerlendirmelerini etkilediği belirlenmiştir. Korelasyon testlerine göre, ana marka aşinalığı, tüketici yenilikçiliği ve marka uzantısı değerlendirmesi arasında ilişki bulunmasına rağmen, regresyon analizi sonucunda doğrudan bir etki bulunamamıştır.

🔖

Cite This Article

SIĞIRCI, Ö., YALÇIN, A. M. (2010). FACTORS AFFECTING CONSUMER EVALUATIONS OF BRAND EXTENSIONS. Bogazici Journal: Review of Social, Economic and Administrative Studies, Cilt: 24 - Sayı: 1, 67–88. https://ajindex.com/articles/145832

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (14)

  1. Aaker, D. and Keller, K.L. (1990). "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54(1): 27-41.
  2. Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  3. Alba, J.W. and Hutchinson, J.W. (1987). "Dimensions of Consumer Expertise," Journal of Consumer Research, 13(4): 411-454.
  4. Altman, I. and Taylor, D.A. (1973). Social Penetration: The Development of Interpersonal Relationships. New York, NY: Holt Rinehart and Wilson. Quoted by Reast, J. (2005). "Brand Trust and Brand Extension Acceptance: The Relationship," The Journal of Product and Brand Management, 14(1): 4-13.
  5. Altunışık, R., Coşkun, R., Bayraktaroğlu, S., and Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı, 4th Ed. Sakarya. Arrow, K. (1974).
  6. The Limits of Organization. New York, NY: Norton. Quoted by Reast, J. (2005). "Brand Trust and Brand Extension Acceptance: The Relationship," The Journal of Product and Brand Management, 14(1): 4-13.
  7. Ateş, R. (2007). "Market Rafına Girmek Mucize mi?" Available [on line] at: http://www.sirketdoktoru.net/content/view /63/38/, (05.07.2010).
  8. Batey, M. (2008). Brand Meaning. New York: Taylor and Francis. Bhat, S, and Reddy, S.K. (2001). "The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation," Journal of Business Research, 53(3): 111-122.
  9. Bidault, F. and Jarillo, J.C. (1997). "Trust in Economic Transitions," Trust, Firm and Society: 81-94. London: Macmillan. Quoted by Reast, J. (2005). "Brand Trust and Brand Extension Acceptance: The Relationship," The Journal of Product and Brand Management, 14(1): 4-13.
  10. Boush, D., Shipp, S., Loken, B., Gençtürk, E., Crockett, S., Kennedy, E., Minshall, B., Rochford, L., and Strobel, J. (1987). "Affect Generalization to Similar and Dissimilar Brand Extensions," Consumer Behavior Seminar, Psychology and Marketing, 4(3): 225-237.
  11. Boush, D.M. and Loken, B. (1991). "A Process-Tracing Study of Brand Extension Evaluation," Journal of Marketing Research, 28(1): 16-28.
  12. Briggs, S.R. and Cheek, J.M. (1986). "The Role of Factor Analysis in the Development and Evaluation of Personality Scales," Journal of Personality, 54(1): 106-148.
  13. Broniarczyk, S.M. and Alba, J.W. (1994). "The Importance of Brand in Brand Extensions," Journal of Marketing Research, 31(2): 214-228.
  14. Chaudhuri, A. (2006). Emotion and Reason in Consumer Behavior. Elsevier Inc. Chaudhuri, A. and Holbrook, M.B. (2001). "The Chain of Effects from Bran