Can we trust the CBRM online? Translating and validating the eCBRM for the measure of trust in the shower gel/foam category
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2021-06-28
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en
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Abstract
The relationships consumers build with brands are crucial for researchers and marketers alike. However, measurement tools allowing for a comparing analysis of brand relationships in one step are rare.
Therefore, the Consumer Brand Relationship Mapping tool (CBRM) was developed last year. After initial positive results, this study aims to further the CBRM’s development by translating it into an online tool (eCBRM) and validating it for brand trust - which as the starting point for other relationships is crucial in relationship marketing – in shower foam/gel.
Beyond that, it was tested whether participants prefer the eCBRM over traditional measurement methods, resulting in better data quality.
In a multifaceted quantitative data analysis involving both within group and between group comparison, the eCBRM proved itself to be a valid and reliable measurement tool. It however also became clear that there are ample points in need of improvement. Therefore, it is not possible to confirm the hypothesis of greater enjoyment by the participants.
This can potentially be resolved in future research by transforming the eCBRM, i.e. with the implementation of a drag-and-drop option, or even a total redesign, taking it from a target-based to a simpler, scale-based design.
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Faculteit der Managementwetenschappen