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Dergiler / Business and Management Studies: An International Journal / 2019 / Cilt: 7 - Sayı: 5

CUSTOMER BASED BRAND TOLERANCE (CBBT): SCALE DEVELOPMENT AND VALIDATION

TÜKETİCİ BAZLI MARKA TOLERANSI (TBMT): ÖLÇEK GELİŞTİRME VE DOĞRULAMA

Edin Güçlü SÖZER
Sayfa
2610–2635
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Results confirm the three sub-dimensions of CBBT scale as Performance, Price and Communication Tolerance.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:In today’s markets, which are characterized with the strong competitive environment, successful customer retention is the ultimate target for all brands to survive.
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Temel Bulgular & Veri:A strong Customer Based Brad Equity (CBBE) is an important competitive enabler which helps brands to generate satısfactory returns on their marketing investment and get them closer to their customer retention targets.
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Sonuç & Katkı:Results confirm the three sub-dimensions of CBBT scale as Performance, Price and Communication Tolerance.
🔬Tür:Araştırma Makalesi
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Alan Parametreleri

Özet

In today’s markets, which are characterized with the strong competitive environment, successful customer retention is the ultimate target for all brands to survive. A strong Customer Based Brad Equity (CBBE) is an important competitive enabler which helps brands to generate satısfactory returns on their marketing investment and get them closer to their customer retention targets. However, this does not assure the unconditional retention and loyalty of consumers since the relationship is subject to continuous interactions between the brand and consumers which may eventually result in satisfactory as well as unsatisfactory customer experiences. This study contributes to the marketing literature by conceptualizing the Customer Based Brand Tolerance (CBBT) construct and develop and validate a scale which measures the CBBT strength of brands in a retailing context. In line with this target, the scale was developed and validated by following a three step procedure borrowed by the existing literature. Results confirm the three sub-dimensions of CBBT scale as Performance, Price and Communication Tolerance.

Abstract

Güçlü rekabet ortamı ile tanımlanan günümüz pazarlarında, başarılı bir müşteri tutundurma tüm markalar için hayatta kalabilmek adına nihai hedeftir. Güçlü bir Tüketici Bazlı Marka Değeri (CBBE), markaların pazarlama yatırımlarında tatmin edici geri dönüşler elde etmelerine ve müşteri tutma hedeflerine yaklaşmalarına yardımcı olan önemli bir rekabet sağlayıcıdır. Bununla birlikte, bu durum tüketicinin koşulsuz olarak ilişkiyi sürdürmesini ve sadakatini garanti etmemektedir. Marka ve tüketici arasındaki ilişki sürekli etkileşimlere maruz kalmakta olup, bu süreçte tatmin edici deneyimlerin yanı sıra tatmin edici olmayan müşteri deneyimleri de gerçekleşebilmektedir. Bu çalışma, Tüketici Bazlı Marka Toleransı (CBBT) yapısını kavramsallaştırarak ve perakende bağlamında CBBT'nin gücünü ölçen bir ölçeği geliştirip, doğrulayarak pazarlama literatürüne katkıda bulunmaktadır. Bu hedef ile uyumlu olarak, mevcut literatürde kullanılan üç aşamalı bir prosedürden yararlanılarak söz konusu ölçek geliştirilmiş ve doğrulanmıştır. Sonuçlar, CBBT ölçeğinin üç ana boyutunu Performans, Fiyat ve İletişim Toleransı olarak teyit etmektedir.

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Bu Makaleye Atıf Yap

SÖZER, E. G. (2019). CUSTOMER BASED BRAND TOLERANCE (CBBT): SCALE DEVELOPMENT AND VALIDATION. Business and Management Studies: An International Journal, Cilt: 7 - Sayı: 5, 2610–2635. https://ajindex.com/articles/162287

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