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

dc.contributor.author Edin Güçlü SÖZER
dc.date.accessioned 2024-05-25T12:19:36Z
dc.date.available 2024-05-25T12:19:36Z
dc.date.issued 2019
dc.department Okan University en_US
dc.department-temp İstanbul Okan Üniversitesi, İstanbul, Türkiye en_US
dc.description.abstract In today’s markets, which are characterized with the strong competitive environment, successful customerretention is the ultimate target for all brands to survive. A strong Customer Based Brad Equity (CBBE) is animportant competitive enabler which helps brands to generate satısfactory returns on their marketing investmentand get them closer to their customer retention targets. However, this does not assure the unconditional retentionand loyalty of consumers since the relationship is subject to continuous interactions between the brand andconsumers which may eventually result in satisfactory as well as unsatisfactory customer experiences. This studycontributes to the marketing literature by conceptualizing the Customer Based Brand Tolerance (CBBT) constructand develop and validate a scale which measures the CBBT strength of brands in a retailing context. In line withthis target, the scale was developed and validated by following a three step procedure borrowed by the existingliterature. Results confirm the three sub-dimensions of CBBT scale as Performance, Price and CommunicationTolerance. en_US
dc.identifier.citationcount 0
dc.identifier.doi 10.15295/bmij.v7i5.1339
dc.identifier.endpage 2635 en_US
dc.identifier.issn 2148-2586
dc.identifier.issue 5 en_US
dc.identifier.startpage 2610 en_US
dc.identifier.trdizinid 355607
dc.identifier.uri https://doi.org/10.15295/bmij.v7i5.1339
dc.identifier.uri https://search.trdizin.gov.tr/tr/yayin/detay/355607/customer-based-brand-tolerance-cbbt-scale-development-and-validation
dc.identifier.uri https://hdl.handle.net/20.500.14517/1821
dc.identifier.volume 7 en_US
dc.institutionauthor Sözer, Edin Güçlü
dc.institutionauthor Edin Güçlü SÖZER
dc.language.iso en
dc.relation.ispartof Business and Management Studies: An International Journal en_US
dc.relation.publicationcategory Diğer en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.title CUSTOMER BASED BRAND TOLERANCE (CBBT): SCALE DEVELOPMENT AND VALIDATION en_US
dc.type Article en_US

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