Purpose -The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension. Design/methodology/approach -The model adopted for the study is based on that developed by Martinez and de Chernatony. A questionnaire consisting of seven constructs (general brand image, product brand image, quality, familiarity, fit, attitude, and demographic characteristics) was administered to 474 respondents. Convenience sampling and face-to-face survey methods were used. The brands and extensions used in the study were the same as in the Martinez and de Chernatony study. The difference between these two studies is that, while Martinez and de Chernatony have investigated the effects of brand extension on both general brand image and product brand image, in this study general brand image is examined only before the extensions in order to compare the two brands. The results of the pre-tests showed that Turkish consumers could not assess the effects of hypothetical extensions on the general brand image. Therefore, as for the effects of brand extensions, only the product brand image after the extension is investigated. Findings -The results show that brand extensions affect the product brand image negatively, whereas the fit between the parent and extension brands decreases the negative effect. The drop of image as a result of extension is greater when the perceived image and quality of the parent brand are higher. Perceived quality of the brand, consumers' brand familiarity, fit perceived by the consumer, consumers' attitudes towards the extension have a positive effect on the product brand image after the extension. Research limitations/implications -Owing to the sample size and sampling method, the study has its own limitations in terms of external validity. In addition, only two brands and two extensions were tested and the extensions used were hypothetical, which may lead to a lack of generalizability. Practical implications -The higher the image of a brand, the more the dilution that occurs, which means that companies should take caution when extending into different product categories. Originality/value -The study is one of the very few research efforts conducted in the Turkish market concerning brand extensions and the sample used in the research consists of consumers rather than students.

This study aims to examine the direct and indirect effects of brand experience on consumer satisfaction, brand trust and brand loyalty. It also aims to put forth a model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product categories. Convenience sampling technique was used to gather data from 1200 respondents. A total of 1102 valid questionnaires were used for analysis where structural equation modelling was used for analysis. Findings revealed that brand experience directly and positively affected consumer satisfaction, brand trust and brand loyalty. In addition, it was found that brand experience had an indirect impact on brand loyalty through both consumer satisfaction and brand trust. More specifically, it was found that the effect of brand experience on consumer satisfaction and brand trust was much more powerful than its direct effect on brand loyalty. On the other hand, in terms of total effects, it was seen that brand experience had a greater effect on brand loyalty by itself than the total effects of consumer satisfaction and brand trust combined. The empirical results indicate that brand experience has a direct effect on consumer turst. This study highlights the direct and indirect effects of brand experience on brand loyalty directly and through the mediating roles of consumer satisfaction and brand trust.

Shopping addiction tendency is defined as being so occupied about shopping that consumers become driven by uncontrollable shopping urges and as a result of facing negative psychological, social and financial consequences. Based on a field study on university students (N=372), this paper examines hedonic shopping, escapism and negative mood reduction, as motivational determinants of shopping addiction tendency, which is a relatively less studied area of consumer behavior in Turkey. The findings indicate that, hedonic shopping, escapism and negative mood reduction all have significant effect on shopping addiction. Getting its mainstream studies from compulsive buying literature, shopping addiction literature focuses mainly on the enjoyment gathered from shopping action However this study provides new insights into potential antecedents of shopping addiction as negativity avoidance and escapism, which are negative psychological states with respect to shopping addicts quest for shopping enjoyment.

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In this study. The research was conducted with the aim of examining the visual reaction values of deaf elite wrestlers (D) and normally hearing elite wrestlers (H). To work. 9 deaf wrestlers (height 179,55±3,74, body weight 78±11, 09) and 9 normally hearing wrestlers who participated in national and international competition were voluntarily joined the research. All of the athletes who are deaf subjects consist of at least 55 dB hearing loss in both ears. The visual hand reaction values of the wrestlers were measured using the electronic reaction time meter Newtest 1000. In the study. all participants' dominant hand were right hand. The data were analyzed using the SPSS (Version 22.0) program. Independent T test was performed to determine the difference between the two groups in which the obtained data showed normal distribution. The significance level was evaluated as p <0.05. In the study findings. The average of right and left hand reaction timing between groups and between intergroup were similar. D group had significantly higher height and body weight averages than group N (P <0.05). As a result, deaf athletes have similar reaction times to normal athletes so it is seen that loss of hearing does not make a difference at least in the result of this study.