Cilt 7 Sayı 5 (2019): Business & Management Studies: An International Journal
Makaleler

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

PDF (English)
  • Edin Güçlü SÖZER
Edin Güçlü SÖZER
Dr. Öğr. Üyesi, İstanbul Okan Üniversitesi
DOI: https://doi.org/10.15295/bmij.v7i5.1339

Yayınlanmış 2019-12-25

Anahtar Kelimeler

  • Customer Based Brand Tolerance, Customer Based Brand Equity, Customer Commitment
  • Tüketici Bazlı Marka Toleransı, Tüketici Bazlı Marka Değeri, Müşteri Taahhüdü

Nasıl Atıf Yapılır

SÖZER, E. G. (2019). TÜKETİCİ BAZLI MARKA TOLERANSI (TBMT): ÖLÇEK GELİŞTİRME VE DOĞRULAMA. Business & Management Studies: An International Journal, 7(5), 2610–2635. https://doi.org/10.15295/bmij.v7i5.1339

Özet

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. 

PDF (English)

İndirmeler

İndirme verileri henüz mevcut değil.

Referanslar

  1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(Spring): 102-120.
  2. Aaker, D. A. (1991). Managing Brand Equity. New York: Free Press.
  3. Almana, L., Mustakim, L., & Halisu, A. (2018). Effect of Satisfaction, Trust and Commitment on Customer Loyalty. International Journal of Scientific & Engineering Research, 9(2): 269-276.
  4. Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63: 1-18.
  5. Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letters, 7, 265-274.
  6. Anderson, R. E. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 70(February): 38-44.
  7. Bagozzi, R. P., & Yi, Y. (1990). Assessing Method Variance in Multitrait-Multimethod Matrices: The Case of Self-Reported Affect and Perceptions at Work. Journal of Applied Psychology, 75(1):547-560.
  8. Ballester, E. D., & Aleman, J. L. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35(11/12): 1238-1258.
  9. Banks, S. M., Salovey, P., Greener, S. Rothman, A. J., Moyer, A., Beauvais, J., & Epel, E. (1995). The effects of message framing on mammography utilization. Health Psychology, 14, 178–184.
  10. Bassi, F. & Guido, G. (2006). Measuring Customer Satisfaction: From Product Performance to Consumption Experience. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 19: 76-88.
  11. Bernue´s, A., Olaizola A. & Corcoran K. (2003). Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food Quality and Preference, 14(4): 265-76.
  12. Bitner, M. J. & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality: the customer's voice. service quality: new directions in theory and practice, Thousand Oaks, CA: Sage (In Rust, R.T., & Oliver, R.L. (Eds.), 72-94.
  13. Bolton, L. E., Reed. A., Volpp, K. G., & Armstrong, K. (2008). How Does Drug and Supplement Marketing Affect a Healthy Lifestyle?" Journal of Consumer Research, 34(5): 713-726.
  14. Bontis, N., Booker, L. & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9): 1426-1445.
  15. Bowen, J. & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5): 213-217.
  16. Brakus, J. J., Bernd H. S., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52–68.
  17. Bricci, L., Fragata, A. & Antunes, J. (2015). The Effects of Trust, Commitment and Satisfaction on Customer Loyalty in the distribution sector. Journal of Business Economics and Management, 4(2): 173-177.
  18. Bruner II, G. C., & Kumar, A. (2000). Web Commercials and Advertising Hierarchy of Effects. Journal of Advertising Research, 40 (Jan-Apr): 35-42.
  19. Budak, S. ( 2003). Psikoloji sözlüğü. Ankara: Bilim ve Sanat Yayınları.
  20. Burnham, T. A., Frels, J. K. & Mahajan, V. J. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of the Marketing Science, 31: 109.
  21. Byrne, B. M. (2010). Structural Equation Modeling with AMOS. New York: Routledge Taylor & Francis Group.
  22. Cadotte, E. E., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24(August): 305-314.
  23. Castro, J. M., Foxall, G. R., James, V. K., Pohl, H. B. F., Dias, M. B. & Chang, S. W. (2008). Consumer-based brand equity and brand performance. The Service Industries Journal, 28(4): 445-461.
  24. Chae, B., Xiuping L., & Zhu, R. (2013). Judging Product Effectiveness from Perceived Spatial Proximity. Journal of Consumer Research, 40(2): 317-335.
  25. Chaudhuri, A. & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2): 81-93.
  26. Chieng, F. Y. L., & Lee, G. C. (2011). Customer Based Brand Equity: A Literature Review. Journal of Arts Science & Commerce, 2(1): 33-41.
  27. Dolbec, P., & Chebat, J. (2013). The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity. Journal of Retailing, 89(4): 460-466.
  28. Doorn, M. (2012). Tolerance. Sociopedia.isa. 1-15.
  29. Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1973). Consumer Behavior, 2nd Edition. New York: Holt.
  30. Evanschitzky, H., Iyer, G. R., Plassman, H., Niessing, J., Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59: 1207-1213.
  31. Feldwick, P. (1996). What is brand equity anyway and how do you measure it. Journal of the Marketing Research Society, 38: 85-104.
  32. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1): 6-21.
  33. Fornell, C. & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1): 39-50.
  34. Fullerton, G. (2005). How Commitment Both Enables and Undermines Marketing Relationships. European Journal of Marketing, 39(11/12): 1372 – 1388.
  35. García-Acebrón, C., Vázquez-Casielles, R. & Iglesias, V. (2010). The Effect of Perceived Value and Switching Barriers on Customer Price Tolerance in Industrial Energy Markets. Journal of Business-to-Business Marketing, 17(4): 317-335.
  36. Gremler, D. & Brown S. W. (1996). The loyalty ripple effect: appreciating the full value of customers, International Journal of Service Industry Management, 10(3): 271-93.
  37. Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69(October): 210-218.
  38. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4): 27-42.
  39. Hammer, P., Riebe, E. & Kennedy, R. (2009). How Clutter Affects Advertising Effectiveness. Journal of Advertising Research, June 2009: 159-163.
  40. Herrmann, A., Huber, F., Sivakumar, K. & Wricke, M. (2004). An Empirical Analysis of the Determinants of Price Tolerance. Psychology & Marketing, 21(7): 533-551.
  41. Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2014): 149–165.
  42. Homburg, C., Koschate, N. & Hoyer, W. D. (2005). Do Satisfied Customers Really Paymore? A Study of the Relationship between Customer Satisfaction and Willingness to Pay. Journal of Marketing, 69, 84-96.
  43. Horsfall, H. & Mac-Kingsley, I. (2018). Brand Equity and Market Performance: An Empirical Study of Food and Beverage Firms in Rivers State. International Journal of Economics and Business Management, 4(4): 1-14.
  44. Howard, D. R., & Selin, S. W. (1987). A method for establishing consumer price tolerance levels for public recreation service. Journal of Park and Recreation Administration, 5, 48-59.
  45. Ibrahim, H. & Najjar, F. (2008). Relationship bonding tactics, personality traits, relationship quality and customer loyalty: behavioral sequence in retail environment. ICFAI Journal of Services Marketing, 6(4): 6–37.
  46. Jalilvand, M. R., Samiei, N., & Mahdavinia, S. H. (2011). The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry. International Business and Management, 2(2): 149-158.
  47. Jones, M.A., Mothersbaugh, D. & Beatty, S. E. (2000). Switching barriers and purchase intentions in services. Journal of Retailing, 76(2): 259-274.
  48. Kabadayı, E. & Aygün, I. (2007). Determinants of Brand Loyalty and The Link Between Brand Loyalty and Price Tolerance. Boğaziçi Journal, 21(1-2): 21-35.
  49. Kamakura, A. W. & Russell G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(March): 9-22.
  50. Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A. & Mittal, V. (2015). A Five-Component Customer Commitment Model: Implications for Repurchase Intentions in Goods and Services Industries. Journal of Service Research, 18(4): 433-450.
  51. Keller, K.L. (2003). Strategic Brand Management. 2nd edition. Upper Saddle River, NJ: Prentice Hall.
  52. Keller, K.L. (1998). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River NJ: Prentice Hall.
  53. Keller K. L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57(1): 1-22.
  54. Kent, R. J., & Allen, C. T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58(July): 97-105.
  55. Kim, H. & Kim, W. G. (2005). The relationship between brand equity and firms ‘performance in luxury hotels and chain restaurants. Tourism Management, 26(2005): 549–560.
  56. Kotler, P. & Keller, K. L. (2016). Marketing Management. 15th Edition. Tamil Nadu: Pearson.
  57. Lassar, W., Mittal B., & Sharma A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12(4): 11-19.
  58. Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L. & Srivastava, R. (2006). Linking Brand Equity to Customer Equity. Journal of Service Research, 9(2): 125-138.
  59. Liang, C. C. L. & Wang, W. W. W. (2005). Integrative research into the financial services industry in Taiwan: relationship bonding tactics, relationship quality and behavioral loyalty. Journal of Financial Services Marketing, 10(1): 65–83.
  60. Lemon, K. & Verhoef, P. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing. 80, 69-96.
  61. Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4): 450-465.
  62. Martin, G. S. & Brown, T. J. (1991). In Search of Brand Equity: The Conceptualization and Operationalization of the Brand Impression Construct. Winter Educator's Conference Proceedings, Terry L. Childers et al. eds. Chicago: American Marketing Association: 431-438.
  63. Marshall, N.W. (2010). Commitment, Loyalty and Customer Lifetime Value: Investigating the Relationships Among Key Determinants. Journal of Business & Economics Research, 8(8): 67-84.
  64. Moorman, C.., Zaltman, G., & Deshpande, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing, 29(8): 314-328.
  65. Muda, M., Musa, R., & Putit, L. (2012). Breaking through the Clutter in Media Environment: How Do Celebrities Help? Procedia Social behavioral Sciences, 42(2012): 374-382.
  66. Pillai, S. (1990). Impact of Clutter on Advertising Viewership and Recall: An Indian Experiment. Journal of the Market Research Society 32(2):187-96.
  67. Pitta, D. A. & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4): 51-64.
  68. Rauyruen, P. & Miller, K.E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1): 21–31.
  69. Schuyt, K. (2001). Alledaagse tolerantie: Een onvolmaakte deugd. In: Ten Hooven M (ed.) De lege tolerantie. Over vrijheid en vrijblijvendheid in Nederland. Amsterdam: Boom.
  70. Shimp, T. A. (2008). Integrated Marketing Communications in Advertising and Promotion. Mason, OH: Thomson South-Western.
  71. Shiv, B., Britton, J.A. E., & Payne, J. W. (2004). Does Elaboration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messages? Journal of Consumer Research, 31(June): 199-208.
  72. Steenkamp, J-B. E. (1997). Dynamics in consumer behaviour with respect to agricultural and food products. In Agricultural Marketing and Consumer Behaviour in a Changing World. Wierenga, B., van Tilburg, A., Grunert, K., Steenkamp, J.B. and Wedel, M. Eds. Dordrecht: Kluwer Academic Publishers.
  73. Sullivan, J. L, Piereson, J. & Marcus, G. E. (1982). Political Tolerance and American Democracy. Chicago: University of Chicago Press.
  74. Swan, J. E. & Combs, L. J. (1976). Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing, 40(April): 25-33.
  75. Taylor, S.A., Celuch, K. & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of product and Brand Management, 13(4-5): 217-227.
  76. Tellis, G.J. (1988). Advertising exposure, loyalty, and brand purchase: A two-stage model of choice. Journal of Marketing Research, 25(May): 134–144.
  77. Vázquez‐Casielles, R., Suárez‐Álvarez, L., Del Río‐Lanza, A. (2009). Customer Satisfaction and Switching Barriers: Effects on Repurchase Intentions, Positive Recommendations, and Price Tolerance. Journal of Applied Social Psychology, 39(10): 2275-2302.
  78. Vogt, W.P. (1997). Tolerance and Education: Learning to Live with Diversity and Difference. Thousand Oaks, CA, London and New Delhi: Sage.
  79. Vuuren, T., Lombard, M. R., & Tonder, E. (2012). Customer satisfaction, trust and commitment as predictors of customer loyalty within an optometric practice environment. Southern African Business Review, 16(3): 81- 96.
  80. Washburn, J. H. & Plank R. E. (2002). Measuring brand equity: an evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice 10(1): 46-62.
  81. Yoo, B. & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1): 1–14.
  82. Zhao, X. (1997). Clutter and Serial Order Redefined and Retested. Journal of Advertising Research, 37(5): 57-73.
  83. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.
  84. Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing 52(3): 2-22.