Özet:

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 Key Words: Band extension brand equity brand equity perceptions

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