期刊名称：Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
印刷版ISSN：1301-3688
电子版ISSN：2630-6409
出版年度：2021
期号：60
页码：775-798
DOI：10.18070/erciyesiibd.798043
语种：Turkish
出版社：Erciyes University
摘要：According to the relevant literature, there are different brand architecture strategies both in number and format. It is possible to follow various brand architecture strategies with functional, experiential and symbolic concepts for various featured products. Therefore, the subject of the study is brand architecture strategies followed according to strategic brand concepts in the product range. The aime of this study is to investigate what kind of brand architecture strategies are followed according to items presenting product functionality, experiential and symbolism. Data were collected in 247 participants by questionnaire method. One-way ANOVA was used to test research hypotheses. As a result, from the consumer perspective, when the product range includes a combination of various symbolic and experiential strategic brand concepts, it is seen that the brand architecture strategy specific to the product and target audience is pursued.
关键词：Brand;Brand Architecture;Strategic Brand Concepts;Product Range
