CONSUMER BASED ON THE IMPACT OF RELATIONSHIP MARKETING BRAND VALUE COMPONENTS: A MODEL PROPOSAL
CONSUMER BASED ON THE IMPACT OF RELATIONSHIP MARKETING BRAND VALUE COMPONENTS: A MODEL PROPOSAL

Author : Tuğba YEĞİN -- Ahmet GÜRBÜZ
Number of pages : 599-622

Abstract

The 21st century, in which we are involved, revealed the need for close attention and relationship-centered marketing approach to consumers (Grönroos 1995: 4). The purpose of this study is; to create a scale that can be used in all studies examining the effect of relational marketing on consumer-based brand value. For this purpose, domestic and foreign sources have been examined in the literature, and relational marketing and consumer-based brand value scales have been combined into a questionnaire and applied to 139 potential furniture consumers. Reliability analysis was performed to test the reliability of the scales we used and the data we obtained from the application and to determine how consistent the data were with the factors.

Keywords

Relationship Marketing, Consumer Based Brand Value, Scale Development

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