SIĞIRCI, ÖZGE Marmara University - Department of Management, Turkey , YALÇIN, A. MÜGE Marmara University - Department of Management, Turkey

FACTORS AFFECTING CONSUMER EVALUATIONS OF BRAND EXTENSIONS

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The purpose of the study is to examine the effects of relevancy of parent brand specific associations (PBSA) to the extension, fit (Ft) between the parent brand (PB) and the extension, familiarity (Fml) with the PB, consumer attitudes toward PB, and consumer innovativeness (CI) on consumer evaluations of brand extensions (BE’s). Two pretests are conducted to find out the PBSA and to define the hypothetical BE’s. Following the pretests, questionnaires regarding the impact of the five independent variables on consumers’ evaluation of the hypothetical BE’s are administered to 504 respondents by using convenience sampling. “Ft between PB and the extension’ is found to be the most important factor affecting consumer evaluations. “Consumer attitudes toward PB” and “relevancy of PBSA’s” are found to have an effect on consumer evaluations, too. Although, correlation analyses have shown that there is a relationship between “Fml with the PB”, “CI” and consumer evaluations, no direct effect is found in regression analysis.

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brand extension (BE) , parent brand specific associations (PBSA) , fit (Ft) , familiarity (Fml) , consumer innovativeness (CI).

Bogazici Journal

90