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Journals / Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2021 / Cilt: 0 - Sayı: 60

A FIELD STUDY FOR THE RELATIONSHIP BETWEEN STRATEGIC BRAND CONCEPTS AND BRAND ARCHITECTURE STRATEGIES FROM THE POINT OF CONSUMER'S PERSPECTIVE

TÜKETİCİ BAKIŞ AÇISINDAN STRATEJİK MARKA KAVRAMLARI VE MARKA MİMARİSİ STRATEJİLERİ ARASINDAKİ İLİŞKİ ÜZERİNE BİR ALAN ÇALIŞMASI

Zübeyir ÇELİK
Pages
775–798
Publication Date
2022-10-18
DOI
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AI Summary & Key Takeaways

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

As a result, from the consumer perspective, when the product range includes a combination of various symbolic and experiential strategic brand concepts, it is seen that the brand architecture strategy specific to the product and target audience is pursued.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:According to the relevant literature, there are different brand architecture strategies both in number and format.
📊
Key Findings & Data:It is possible to follow various brand architecture strategies with functional, experiential and symbolic concepts for various featured products.
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Conclusion & Impact:As a result, from the consumer perspective, when the product range includes a combination of various symbolic and experiential strategic brand concepts, it is seen that the brand architecture strategy specific to the product and target audience is pursued.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

According to the relevant literature, there are different brand architecture strategies both in number and format. It is possible to follow various brand architecture strategies with functional, experiential and symbolic concepts for various featured products. Therefore, the subject of the study is brand architecture strategies followed according to strategic brand concepts in the product range. The aim of this study is to investigate what kind of brand architecture strategies are followed according to items presenting product functionality, experiential and symbolism. Data were collected in 247 participants by questionnaire method. One-way ANOVA was used to test research hypotheses. As a result, from the consumer perspective, when the product range includes a combination of various symbolic and experiential strategic brand concepts, it is seen that the brand architecture strategy specific to the product and target audience is pursued.

Özet

İlgili literatüre göre hem sayı hem de format olarak farklı marka mimarisi stratejileri vardır. Çeşitli özellikli ürünler için fonksiyonel, deneyimsel ve sembolik kavramlarla çeşitli marka mimarisi stratejilerini izlemek mümkündür. Bundan dolayı çalışmanın konusu ürün yelpazesindeki stratejik marka kavramlarına göre izlenen marka mimarisi stratejileridir. Bu çalışmanın amacı, ürünün fonksiyonelliğini, deneyimselliğini ve sembolizmini sunan öğelere göre ne tür marka mimarisi stratejilerinin izlendiğinin incelenmesidir. Anket yöntemi ile 247 katılımcıdan veri toplanmıştır. Araştırma hipotezlerini test etmek için tek yönlü ANOVA kullanılmıştır. Sonuç olarak, tüketici açısından bakıldığında, ürün yelpazesi çeşitli sembolik ve deneyimsel stratejik marka kavramlarının bir kombinasyonunu içerdiği durumda, ürün ve hedef gruba özgü marka mimarisi stratejisinin izlendiği görülmektedir.

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Cite This Article

ÇELİK, Z. (2022). A FIELD STUDY FOR THE RELATIONSHIP BETWEEN STRATEGIC BRAND CONCEPTS AND BRAND ARCHITECTURE STRATEGIES FROM THE POINT OF CONSUMER'S PERSPECTIVE. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 0 - Sayı: 60, 775–798. https://ajindex.com/articles/503365

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