Effects of Brand Extension Strategies on University Students’ Purchase Intent

The brand extension strategy today preferred by many companies is an application that companies want to transfer the existing certain brand image and reputation in consumers value to new products as they existing brand name to the new products and in this way marketing. In this study, they apply business expansion strategy for the brand and consumer attitudes to identify the variables that influence these attitudes by means of brand extension strategies on consumer purchase intent was to determine the effects. Within this research, 445 students studying at the Cumhuriyet University of face to face interviews were conducted. Results were evaluated using SPSS 20.0 program, students’ frequencies and percentages of the responses received; the responses were analyzed using t-test and ANOVA. In this study, students Adidas companyʹs brand for the expansion of applications imaginary product categories with jeans products against the positive attitude that the other imaginary product categories such as cell phones and laptop computers in terms of some factors other than a positive attitude that has emerged.