EXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY

Download
2016-12-01
Arikan, Esra
Yılmaz, Cengiz
Bodur, Muzaffer
Research on brand extensions identifies the concept of perceived fit as the prime determinant of success. Yet, it is not difficult to find examples of brands that have been extended successfully into "perceptually distant" domains. In an attempt to resolve this discrepancy between research insights and practical experiences, the study investigates the role of Brand Relationship Quality (BRQ) as a critical factor determining consumer responses to brand extensions. The proposed model is tested separately in the context of three different fit scenarios (high, moderate, and low) with data from 502 consumers. The results indicate that BRQ and perceived fit exert independent effects on consumer responses and complement each other as they jointly influence evaluations of brand extensions. The study therefore extends existing theory by providing evidence that the brand extension phenomenon cannot be explained justly without including constructs that portray personal relationships consumers develop with brands and provides insights for marketers and researchers as to how such relationships can be integrated in formulations of successful brand extension strategies.
JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT

Suggestions

Understanding the Complexity of Value and Its Co constitution in a Global Network Insights from a Global Fashion Brand Value Constitution Context
Karababa, Eminegül (2015-06-01)
This study problematizes the conceptualization of brand value formation process which is rooted in the productionist and economistic perspectives. Juxtaposition of different economıc systems such asthe traditional capitalist economy, the sign economy and thenew ethical economy and their value logics in contemporary global economic system necessitates shifts in the perspective on value formation. Utilizing a case study of value creation process of a British iconic fashion brand, we demonstrate that brand val...
Exploring the effects of time limit and discount size on sales promotion effectiveness: the roles of brand equity and perceived luxuriousness
Güngör, Eda Ceren; Yılmaz, Cengiz; Department of Business Administration (2019)
The aim of this thesis is to explore the effects of time constraint and discount size on the effectiveness of sales promotions and to discuss the role of perceived brand equity and perceived luxuriousness on those effects. The research data were collected through randomly submitting 12 different offers about laptops to 411 participants who are active computer users. For the analysis of the data, various methods including exploratory factor analysis (EFA), independent t-test, Mann-Whitney U test, Kruskal Wal...
Investigating the factors affecting customer engagement and the influence of customer engagement on brand loyalty in automobile online brand communities
Bayraktar, Pelin; Özkan Yıldırım, Sevgi; Department of Information Systems (2022-2-10)
The purpose of this study is to identify the factors affecting customer engagement dimensions in online brand communities (OBCs) and to investigate the intra- and inter-relationships between engagement and loyalty dimensions. In this study, quantitative and qualitative analyses were combined in order to gain an in depth understanding of the issue. Quantitative data were collected via questionnaires from 721 automobile OBC members and analyzed using structural equation modelling (SEM). Then, a semi-structure...
Identifying design factors for personal digital calendars in relation with consumer timestyles
Civelek, Utku; Karababa, Eminegül; Department of Business Administration (2016)
Timestyle is a psychological framework that tries to model individual differences to valuation and consumption of time. Its effect on shopping, leisure activities, and web site usage had been studied. This study tries to reveal its effect on the consumption of time management tools. For this purpose, first a comprehensive qualitative work is carried out to find out practices, expectations, motivations and meanings of consumers related with these tools. Then, the significance of these factors and their corre...
A quality-based approach to estimating quantitative elasticities for differentiated products: an application to retail milk demand
Gülseven, Osman (2015-09-01)
This article introduces the Hedonic Metric (HM) approach as an original method to model the demand for differentiated products using qualitative attributes. Our approach is based on a two-stage estimation procedure that utilizes qualitative characteristics of products. First, we create an n-dimensional hedonic space based on the qualitative information available to consumers. Next, we allocate the differentiated products into this space and estimate the quantitative demand elasticities for these products us...
Citation Formats
E. Arikan, C. Yılmaz, and M. Bodur, “EXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY,” JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT, pp. 930–944, 2016, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/47654.