The impact of brand positivity on the relationship between corporate image and consumers attitudes toward brand extension in service businesses

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dc.authorid0000-0001-8570-4389
dc.authorid0000-0001-8116-9243
dc.contributor.authorÇifci, Sertaç
dc.contributor.authorKoçak, Akın
dc.date.accessioned2021-06-23T18:56:19Z
dc.date.available2021-06-23T18:56:19Z
dc.date.issued2012
dc.departmentBAİBÜ, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.description.abstractThis study investigates the effect of brand positivity on the relationship between corporate image and consumers attitudes toward brand extension in service businesses. The aim of the study is to understand this relationship in service businesses, which operate in a competitive environment and where competitor information is available. Along with corporate image, the research model also examines the effects of perceived quality and perceived fit on consumers attitudes to brand extension. The purpose of the two pilot studies was to determine 12 real brand-hypothetical brand extensions. Therefore, the research model was tested by using confirmatory factor analysis and structural equation modeling on data collected from 1,584 (12 × 132) surveys. The findings reveal that with competitor information corporate image affects both perceived quality and perceived fit in a positive manner, whereas perceived quality and perceived fit have a positive influence on consumers attitudes toward brand extension. Hence, corporate image has an indirect influence on brand extension attitudes. Results of the study further show that when competitor information is available, corporate image has a positive effect on consumers attitude toward brand extension in service businesses. The results indicate that Martinez and Pina's model is valid in spite of the brand positivity effect. The results thus supported and validated the proposed research model. © 2012 Macmillan Publishers Ltd.en_US
dc.identifier.doi10.1057/crr.2012.5
dc.identifier.endpage118en_US
dc.identifier.issn1363-3589
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-84860707693en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.startpage105en_US
dc.identifier.urihttps://doi.org/10.1057/crr.2012.5
dc.identifier.urihttps://hdl.handle.net/20.500.12491/4980
dc.identifier.urihttps://link.springer.com/content/pdf/10.1057/crr.2012.5.pdf
dc.identifier.volume15en_US
dc.identifier.wosWOS:000211862900003en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.institutionauthorÇifci, Sertaç
dc.language.isoenen_US
dc.relation.ispartofCorporate Reputation Reviewen_US
dc.relation.publicationcategoryDiğeren_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectAttitude to Brand Extensionen_US
dc.subjectBrand Positivityen_US
dc.subjectCorporate Imageen_US
dc.subjectPerceived Fiten_US
dc.subjectPerceived Qualityen_US
dc.titleThe impact of brand positivity on the relationship between corporate image and consumers attitudes toward brand extension in service businessesen_US
dc.typeReview Articleen_US

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