Brand portfolio strategies effects on consumers' attitude

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dc.authoridOzer, Leyla/0000-0002-8586-0207
dc.authoridYILMAZEL, SEFA EMRE/0000-0002-7666-209X
dc.contributor.authorYilmazel, Sefa Emre
dc.contributor.authorOzer, Leyla
dc.date.accessioned2024-10-04T18:48:27Z
dc.date.available2024-10-04T18:48:27Z
dc.date.issued2022
dc.departmentBayburt Üniversitesien_US
dc.description.abstractPurpose The aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies). Design/methodology/approach The study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling. Findings According to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships. Research limitations/implications One of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results. Practical implications Managers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit. Originality/value It will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.en_US
dc.identifier.doi10.1108/MIP-06-2021-0204
dc.identifier.endpage152en_US
dc.identifier.issn0263-4503
dc.identifier.issn1758-8049
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85120465507en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.startpage138en_US
dc.identifier.urihttps://doi.org/10.1108/MIP-06-2021-0204
dc.identifier.urihttp://hdl.handle.net/20.500.12403/3058
dc.identifier.volume40en_US
dc.identifier.wosWOS:000728138800001en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofMarketing Intelligence & Planningen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectBrand portfolio strategiesen_US
dc.subjectHouse of brandsen_US
dc.subjectBranded houseen_US
dc.subjectPerceived risken_US
dc.subjectSEMen_US
dc.titleBrand portfolio strategies effects on consumers' attitudeen_US
dc.typeArticleen_US

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