Marka Değerinin Marka Genişlemesine Etkisi

Marka değeri yoğun rekabet ortamında şirketlerin sahip olduğu en önemli varlık halini almıştır Marka genişleme stratejisi ile marka değerinin ana markadan yeni ürünlere aktarılması söz konusu olmaktadır Bu strateji sayesinde firmalar yeni marka oluşturmanın getirdiği maliyet ve zamandan tasarruf etmektedirler Marka değerinin yeni ürünlere genişletilmesi; marka bilinirliği marka sadakati marka çağrışımları ve algılanan kalitenin ana markadan yeni ürüne aktarımı ile gerçekleşmektedir Bu araştırmada da marka değerini oluşturan bu dört boyutun marka genişlemesine etkisi incelenmiştir Anahtar Kelimeler: Marka genişleme marka değeri marka değeri algılamaları

Anahtar Kelimeler:

Marka genişleme, marka değeri, marka değeri algılamaları

Marka Değerinin Marka Genişlemesine Etkisi

Brand equity becomes the most valuable asset of companies in intensive competition environment Brand extension stretegy make it possible to transfer brand equity from parent brand to extended brand Thanks to this strategy companies save time and costs while launcing new products on the market The extension of the brand equity materialize by the transfer of brand awareness brand loyalty brand associations and percieved quality from parent brand to extended brand In this study effets of four dimensions of brand equity on brand extenion have been examined Key Words: Band extension brand equity brand equity perceptions

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