Marka Portföy Stratejisine Yönelik Marka Bileşenleri: Çatı ve Çeşitlendirilmiş Marka Üzerine Bir Uygulama
![](/xmlui/themes/Mirage2//images/mime2.png)
View/ Open
Date
2018Author
Yılmazel, Sefa Emre
xmlui.mirage2.itemSummaryView.MetaData
Show full item recordAbstract
The purpose of this study is to examine the effect of brand variables, determined for brand portfolio strategies, on the consumers’ brand portfolio attitude via perceived risk. In the study, in the direction of house of brands and branded house strategies, brand equity, fit, image, reputation, familarity were determined. In order to identify the effect of these variables on consumers’ brand attitude through the perceived risk, a model established between brand equity, fit, image, reputation, familarity on perceived risk and brand attitude. In addition, relationship between perceived risk and brand attitude has also been examined. The sample of the study consists of 318 consumers who made purchases from companies that using branded hosuse and branded house strategy. The data was obtained through survey method. By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis method using AMOS 23.
According to the results of the path analysis, the effects of brand equity, reputation, and familarity on percieved risk were confirmed both house of brand and branded house strategy. In the branded house strategy, brand equity, fit, image, reputation and perceived risk have effect on consumers’ brand attitude. Also, in the branded house strategy, brand equity, fit, reputation, familarity and perceived risk have effect on consumers’ brand attitude. Moreover, in the effect of brand equity and reputation on brand attitude, perceieved risk was found to have a partial mediation for the house of brand strategy. In addition, in the effect of brand familarity on brand attitude, full mediation was found for percieved risk. Furthermore, in the branded house strategy, percieved risk have partial mediation role in the effect of brand equity, reputation and familarity on brand attitude.
xmlui.mirage2.itemSummaryView.Collections
xmlui.dri2xhtml.METS-1.0.item-citation
Yılmazel, Sefa Emre. Marka Portföy Stratejisine Yönelik Marka Bileşenleri: Çatı Marka ve Çeşitlendirilmiş Marka Üzerine Bir Uygulama. Hacettepe Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı Doktora Tezi, Ankara, 2018Related items
Showing items related by title, author, creator and subject.
-
Havayolu Sektöründe Marka Kişiliği ve Marka Denkliği Arasındaki İlişkiye Yönelik Bir Uygulama
Şimşek, Hatice Hande (Sosyal Bilimler Enstitüsü, 2019)The purpose of this study is to determine if there is any dimensional change regarding the brand personality and brand equity dimensions in the Turkish Aviation Sector and it is aimed to determine the effect of brand ... -
Marka Krizi Çerçevesinde Çevre Bilinci, Marka Güveni, Marka Duygusu, Olumsuz Bilgiye Karşı Direnç ve Tekrar Satın Alma Niyetinin İncelenmesi
Kılıç , Seyit İhsan (Sosyal Bilimler Enstitüsü, 2019-09-27)The purpose of this study is to explore the relationships between environmental consciousness, brand trust, and brand affect with repurchase intention and resistance to negative information in the context of brand crisis. ... -
Marka Nefreti ile Davranışsal Sonuçları Arasındaki İlişkide Marka Bağlanmasının Rolü
Şahin, Elif Tuğba (Sosyal Bilimler Enstitüsü, 2021)The purpose of this study is to determine the behavioral consequences of brand hate and moderator effect of perceived brand level and brand attachment on the relationship between brand hate and behavioral outcomes. In this ...