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- Title
Marka Değerinin Marka Genişlemesine Etkisi Ve Çay Sektæründe Bir Uygulama.
- Authors
Erdem, şakir; Uslu, H. Neylan
- Abstract
Brand equity becomes the most valuable asset of companies in intensive competition environment. Brand extension stretegy make it possible to transfer brand equity from parent brand to extended brand. Thanks to this strategy, companies save time and costs while launcing new products on the market. The extension of the brand equity materialize by the transfer of brand awareness, brand loyalty, brand associations and percieved quality from parent brand to extended brand. In this study, effets of four dimensions of brand equity on brand extenion have been examined.
- Subjects
BRAND equity; BRAND extension; MARKETING strategy; BRANDING (Marketing); BRAND image; BRAND loyalty
- Publication
Journal of the Cukurova University Institute of Social Sciences, 2010, Vol 19, Issue 1, p166
- ISSN
1304-8880
- Publication type
Article