Consumer evaluation of luxury brand extensions: the role of personal orientation

Gülsoy, Sezen
This study aims to investigate brand extensions’ effects on consumer evaluation of the luxury brands using a theoretical foundation based on mostly brand equity and self-consciousness theories. It is targeted to reveal any differences on the consumer perceptions as a result of how a brand extension is introduced to the consumers. It is also intended to analyze the differences between the consumer evaluations on the basis of personal orientations. To assess the effect on the brand equity, brand equity theory was applied. Differences between the personal orientations were examined by applying self-consciousness theory. Written experimental questionnaires were applied to reach out the target group with face-to-face interactions. 200 consumers who would like to purchase luxury brands participated to this study. Hypotheses were determined according to the objectives and theoretical framework of the study. The results establish the importance of the presentation strategy of a brand extension for the evaluation of luxury brands after a brand extension. Consumers evaluate a luxury brand less favorably when a brand extenion is presented with only symbolic luxury brand associations. In addition, consumers differ on their evaluations as a result of their self-consciossness states. This study was conducted with the aim of contributing to the relevant knowledge concerning brand extenions and luxury branding.


Consumers' attitude to and choice of store brands in fashion apparel: Role of gender and shopping style
Kurtuluş, Kemal; Özdamar Erçetin, Zeynep (Orta Doğu Teknik Üniversitesi (Ankara, Turkey), 2015-4)
Most of the prior studies on store brands have focused on consumers’ attitudes towards store brands in the grocery sector. This article studies consumers’ attitudes towards store brands in apparel industry, examining whether shoppers’ prefer brand-specific or multi-brand fashion retailers and the factors influencing their preferences. Data is gathered from 300 participants in an emerging market context to assess the effect of gender and shopping styles on store choice, brand selection, store brand atti...
Engendering consumption: commodification of women through print media with specific reference to the turkish case
Bağatur, Sine; Yıldırım, Onur; Department of Economics (2007)
This thesis aims to investigate women’s double-way relation to consumption, as both consumers and commodities. The major goal of the study is to examine the historical construction of women as pimary consuming class and how this relationship of women to consumption has evolved through time. Moreover, it is claimed that display of women as visual objects of male gaze in visual iconography, ideologies of beauty and body politics on women’s appearances resulted in commodification of women in the modern consume...
Determination of factors that cause shopping hesitation
Külter Demirgüneş, Banu (Orta Doğu Teknik Üniversitesi (Ankara, Turkey), 2018-4)
This study aims to provide general understanding of different set of factors that cause hesitation in buying electronic products. The study proposes seven cosntructs that predict shopping hesitation. The research model offers that consumer traits of innovativeness, risk averseness, brand consciousness, price/value consciousness, confused by over choice and contextual factors as time pressure and negative past experience cause shopping hesitation. The study tries to answer if these seven factors pertain...
Demand for functional and nutritional enhancements in specialty milk products
Gülseven, Osman (2014-10-01)
This article investigates the socio-demographic determinants affecting the demand for functional and nutritional enhancements in milk products based on a two-stage model. In order to derive the implicit market values of these enhancements, first we estimated the relationship between the prices of differentiated dairy products and the amount or respectively the presence of specific characteristics in these products. Next, using these implicit prices along with the information on households' demographic backg...
ALNIAÇIK, ÜMİT; Yılmaz, Cengiz (2012-02-01)
This study investigates the influences of claim specificity, the product's environmental relevance, and the respondents' proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements for two product categories (laundry machines as a high relevance product; DVD player as a low relevance product). Findings indicate that the specificity of the green claim does not exert a significant effect on consumer ...
Citation Formats
S. Gülsoy, “Consumer evaluation of luxury brand extensions: the role of personal orientation,” M.S. - Master of Science, Middle East Technical University, 2016.