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Marka Yayma Stratejilerinde Ürün Benzerliğinin Etkisi ve Üç Ayrı Marka Üzerinde Bir Uygulama = The Effects of Product Sımilarities on Brand Extension Strategies and a Practice on Three Different Brands

Author(s): Yeşim UZUN | T. Sabri ERDİL

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 5;
Issue: 2;
Start page: 227;
Date: 2004;
Original page

Keywords: Marka yayma | Asıl marka | Yayma ürün | Ürün benzerliği | Brand extension | Core brand | Extended product | Product similarity

Brand extension strategy is an effort to extend a succesfull brand name to launch new or modified products or lines. Brand extension attitudes are influenced by the percieved quality of the core brand and the fit between the extended products. The similarity is important for brand extension because the greater perceived similarity between the current and new product leads to a greater transfer of positive or negative effect to the new product. Furthermore, higher levels of perceived fit between core brand and extension will lead to more favorable evaluations of the extension. The aim of this study is to analyze the effects of brand extension strategies on consumers' attitudes regarding the product similarity. Three different brands are used for the statistical analysis. According to the results, there is a relationship between the favorable opinion about core brand and the evaluation of similarity for extended products. Furthermore, there is a relationship between the similarity of extended products and extension evaluations.
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