Consumer evaluation of luxury brand extensions: The role of personal orientation

---

Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Türkiye

Tezin Onay Tarihi: 2016

Öğrenci: SEZEN GÜLSOY

Danışman: CENGİZ YILMAZ

Özet:

This study aims to investigate brand extensions’ effects on consumer evaluation of the luxury brands using a theoretical foundation based on mostly brand equity and self-consciousness theories. It is targeted to reveal any differences on the consumer perceptions as a result of how a brand extension is introduced to the consumers. It is also intended to analyze the differences between the consumer evaluations on the basis of personal orientations. To assess the effect on the brand equity, brand equity theory was applied. Differences between the personal orientations were examined by applying self-consciousness theory. Written experimental questionnaires were applied to reach out the target group with face-to-face interactions. 200 consumers who would like to purchase luxury brands participated to this study. Hypotheses were determined according to the objectives and theoretical framework of the study. The results establish the importance of the presentation strategy of a brand extension for the evaluation of luxury brands after a brand extension. Consumers evaluate a luxury brand less favorably when a brand extenion is presented with only symbolic luxury brand associations. In addition, consumers differ on their evaluations as a result of their self-consciossness states. This study was conducted with the aim of contributing to the relevant knowledge concerning brand extenions and luxury branding.