Marka genişletme stratejisi çerçevesinde mağaza imajı, algılanan uyum ve algılanan kalitenin incelenmesi

Abstract

The aim of the study is to examine the direct impact of perceived fit, store image and parent brand quality on the extended brand; and to investigate the moderation role of parent brand quality in the influence of perceived fit on the extended brand perceived quality. For this aim, the hypotheses in the proposed model are tested with the data obtained from 200 participants in Ankara. According to the results of path analysis, the perceived quality of parent brand has a positive influence on the extended brand quality. It has been concluded that the perceived fit has a positive effect on the perceived quality of extended brand. Moreover, according to the results of the process analysis, there is a moderating role of parent brand quality in the relationship between perceived fit and product quality of the extended brand. On the other hand, store image do not have an influence on extended brand perceived quality.