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.

Purpose-This study targets to fill an important gap in the green marketing literature by integrating two inter-related concepts, Green Brand Equity and Customer Based Brand Tolerance (CBBT). Methodology-The participants of the study were female consumers aged between 18-35, users of personal care and cosmetic products and residents of Istanbul city. The product category selected for the purpose of this study was personal care and cosmetics. The research model and the respective hypothesis proposed to identify the determinants of Green Brand Equity and its effect on CBBT were tested by utilizing the Structural Equation Modeling (SEM). Findings-The results of the study confirm that green brand satisfaction and green brand trust are the two determinants of Green Brand Equity. In turn, the results also indicate that a strong Green Brand Equity generates a positive effect on Customer Based Brand Tolerance by increasing consumers' Performance Tolerance, Price Tolerance as well as Communication Tolerance levels towards the brand. Conclusion-Overall, the study reports a positive impact of Green Brand Equity on Customer Based Brand Tolerance (CBBT). Academic as well as managerial implications are provided based on these findings

Customer Experience (CeX) and Brand Switching Behavior (BsB) of customers play an important role in the market performance of brands. The underlying relationship between these two constructs to shed light into the success factors in the contemporary consumer markets. This study aimed to (1) explore the relationship between CeX and BsB behavior including Attitude Toward Switch (AtS) and Intention to Switch (ItS), (2) understand the effects of CeX on Customer Satisfaction (CuS), Brand Trust (BaT) and Brand Loyalty (BL), and (3) propose and test a sequential model of these relationships. The results of the study confirmed that positive CeX which has a statistically significant effect on CuS, BaT and BL, eventually leads to the decreasing levels of AtS and ItS through the effect of BL. On the other hand, CuS and BaT are also found to be effective on BL. Finally, AtS is found to be effective on the ItS.

This study aims to examine the effect of e-WoM message on the intention level of consumers to spread the word to other consumers in the presence of a moderated mediation interaction effect between risk perception and uncertainty avoidance levels of consumers. An experimental design was implemented, and the manipulated experimental condition was e-WoM message represented in two levels, negative and positive. The results indicate that, compared to negative ones, positive e-WoM messages lead to higher intention to share the message with other consumers. However, in the presence of perceived risk, the positive direct effect of positive messages turns into a negative indirect effect when perceived risk mediates this relationship. Moreover, this negative indirect effect stabilizes with the uncertainty avoidance moderated relationship between e-WoM message and perceived risk. In the light of these findings, a two levels e-WoM communication strategy was proposed to maximize the benefits of positive customer feedbacks: Construction of a strong pool of positive e-WoM messages generated by existing satisfied customers and the use of negative framing in the marketing communication messages targeted to prospect customers.

This study targets to measure the effect of dynamic pricing offers on the purchase intentions of consumers for a winter holiday by taking into consideration a moderated mediator role of perceived risk on this effect. The study employs an experimental design with discount level and timing of the offer (offer recency) as the manipulated conditions. The findings confirm that discount offers have positive direct effect and perceived risk has a negative direct effect on purchase intentions. The levels of discount and perceived risk, independently from each other, determine the level of purchase intentions. On the other hand, the effect of discount offers on purchase intentions is mediated by the perceived risk level of consumers. Finally, the timing of the discount offers moderates the effect of perceived risk on purchase intentions and eventually generates a moderated mediation role for perceived risk on the influence of discount offers on purchase intentions. Based on the findings of this study, some practical implications are provided.

Edin Güçlü SÖZER (Okan University) has managed retail marketing, sales, and business de velopment functions for local and multinational banks for more than two decades. He has a Ph.D. in Marketing and teaches Strategic Marketing, Marketing Management, and Marketing Research courses. His publica tions include books (Internet Commerce-2003, Post-Modern Marketing-2009, and Dynamics of Sponsorship-2010) as well as articles and research papers in academic journals. Mustafa Emre CİVELEK (Istanbul Commerce University) has served on the board of the Technologistics Application & Research Center and as head of the Ground Handling Services Management in Aviation Program. He has a Ph.D. in business administration and teaches courses in e-commerce, foreign trade, and logistics. He also has experience in the banking industry, mainly in international trade finance operations. Murat ÇEMBERCİ (Istanbul Commerce University) teaches Management and Organization, Business Administration, Entrepreneurship, and Logistics. He has a Ph.D. from Gebze Technical University and has worked as a manager in the logistics sector. His research and publications focus on R&D and innovation, innovation management, entrepreneurship, purchasing and supply chain management, and international transportation. He is co-author, with Mustafa Emre Civelek, of Key Factors of Sustainable Firm Peformance (2015).

The objective of this study is to identify the determinants such as usefulness and ease of use as well as the behavioral outcomes of mobile app usage intention among Generation Z consumers. Three mobile app categories, entertainment, communication and networking, are included in the study. The results of the study confirmed that perceived ease of use plays an important role in determining the intention to use the app while perceived privacy, perceived security, perceived design and perceived compatibility are the factors which shape both perceived ease of use and usefulness depending on the mobile app category. Higher usage intention is found to be effective in generating willingness to pay in all mobile app categories. In contrast to the entertainment category, increasing usage intention is also found to lead increasing intention to engage into the WoM activity in communication and networking categories. Based on these findings, some practical implications are provided.

The study targets to determine the factors which lead to affective responses of consumers toward the Cause Related Marketing (CrM) program and its behavioral outcomes. Findings of the study show that three factors, namely the affinity of consumer with the cause, the fit between the brand and cause and finally, the perception about the donation level are three important determinants of the generation of emotional responses toward the CrM program. These emotional responses in turn affect the purchase intention of consumers and their propensity to engage into WoM activity. However, the skepticism of consumers about the real intent of the brand in engaging in such CrM programs mediates this effect. The direct and strong positive effects of affective responses towards the CrM program on both intentions to purchase and engagement into WoM activity, becomes stabilized largely when the skepticism level increases. Based on the findings of the study, some practical implications which may help to generate more effective CrM programs are provided.