Marka Yayılımına İlişkin Tüketici Tutumlarının Oluşumunda Marka Bağlılığı Ve Algılanan Uyumun Etkileri: Performans Risk Algılarının Rolü

Bu araştırmada, yayılım ürünü ile ilgili tüketicilerin algıladıkları performans riskinin farklı seviyelerine göre marka bağlılığı ve algılanan uyum faktörlerinin satın alma eğilimi üzerindeki etkilerinin değiştiği ileri sürülmektedir. Maksimum altı yaşında en az bir çocuğu olan 367 ebeveyn tüketicide uygulanan anketler aracılığı ile elde edilen veri kullanılarak bu önermeler test edildi. Beklenenin aksine, analiz sonuçları algılanan performans riski arttıkça, marka bağlılığının tüketicilerin marka yayılımına ilişkin tutumuna olan etkisinde azalma olduğunu göstermektedir. Bunun yanı sıra, algılanan uyumun tüketicilerin yayılım ürünü ile ilgili tutumu üzerindeki etkisinin performans risk algılarından etkilenmediği ortaya çıkarıldı. Son olarak, literatürdeki bulgularla tutarlı olarak, marka yayma uygulaması kapsamında marka bağlılığı ve algılanan uyum faktörlerinin yanı sıra performans risk algılarının da satın alma eğilimi üzerinde direkt etkili olduğunu destekleyen sonuçlara ulaşıldı

Anahtar Kelimeler:

risk algıları, satın alma eğilimi, marka bağlılığı, algılanan uyum, marka yayma stratejisi

The Effects Of Brand Loyalty And Perceived Fit On Consumer Attitude Formation Toward Brand Extensions: The Role Of The Perceptions Performance Risk

In this study, it is asserted that the effects of factors of brand loyalty and perceived fit on purchase propensity vary with the different levels of performance risk perceived by consumers related to extension products. These suggestions were tested by using data that were from 367 questionnaires completed by parent consumers having at least a child that is six years old at maximum. Contrary to our expectation, the results of analysis indicated that the effect of brand loyalty on attitude of consumers toward brand extensions becomes less as perceived performans risk increases. Additionally, it was found out that the effect of perceived fit on attitude of consumers related to extension products is not influenced by perceptions of performance risk. Finally, consistent with findings in literature, we reached the results supporting that perceptions of performance risk as well as factors of brand loyalty and perceived fit influenced directly on purchase propensity in brand extensions context.

Keywords:

risk perceptions, purchase propensity, brand loyalty, perceived fit, brand extension strategy,

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