EXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY

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dc.WoS.categoriesBusiness; Economicsen_US
dc.authorwosidZ-3545-2019en_US
dc.contributor.authorArıkan, Esra
dc.contributor.authorYılmaz, Cengiz
dc.contributor.authorBodur, Muzaffer
dc.date.accessioned2020-11-05T08:27:14Z
dc.date.available2020-11-05T08:27:14Z
dc.date.issued2016-12
dc.description.abstractResearch 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.en_US
dc.fullTextLevelFull Texten_US
dc.identifier.doi10.3846/16111699.2016.1220420
dc.identifier.issn2029-4433
dc.identifier.issn1611-1699
dc.identifier.scopus2-s2.0-85006944067en_US
dc.identifier.urihttps://hdl.handle.net/11411/2455
dc.identifier.urihttps://doi.org/10.3846/16111699.2016.1220420
dc.identifier.wosWOS:000393085500007en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.issue6en_US
dc.language.isoenen_US
dc.nationalInternationalen_US
dc.numberofauthors3en_US
dc.pages930-944en_US
dc.publisherVilnius Gediminas Technical Universityen_US
dc.relation.ispartofJournal of Business Economics and Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectbrand extensionen_US
dc.subjectbrand relationship qualityen_US
dc.subjectperceived fiten_US
dc.subjectconsumer behaviouren_US
dc.subjectconsumer responsesen_US
dc.subjectbrand managementen_US
dc.titleEXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY
dc.typeArticle
dc.volume17en_US

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