No abstract

PurposeThe 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/approachThe 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.FindingsAccording 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/implicationsOne 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 implicationsManagers 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/valueIt 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.

No abstract

The study aims to evaluate the support provided by banks in the COVID-19 era and to investigate the effect on consumer preferences. In this direction, the effects of CSR variables (economic, legal, ethical, philanthropic) and corporate interactions (corporate image, CSR trust, corporate evaluation) on consumer preferences (customer satisfaction, customer loyalty) were investigated. The study collected data from bank customers who showed corporate social responsibility practices; in total, 346 data were collected in Turkey. Confirmatory factor analysis and path analysis were performed in the Amos 22.0 program. The results of this study demonstrated that the impact of CSR variables on corporate image, trust and evaluation had been proven. While economic and ethical responsibilities positively affect the corporate image, legal and philanthropic responsibilities increase consumers’ trust. In addition, legal responsibilities positively affect consumers' evaluation of the banks. The results also confirm that corporate image, trust and evaluation affect customer satisfaction and loyalty. With this study, it will be possible to improve the behaviour of banks in this direction in times of crisis by revealing the preferences of bank customers for corporate social responsibility components.