RESEARCH FOR THE COMPLIANCE OF BRAND FIDELITY SCALE TO TURKISH

The research was conducted in order to test validity and reliability of the "Brand Fidelity Scale" (Grace, Ross & King 2020) and adapting the scale into Turkish. In order to obtain the Turkish version, the "Brand Fidelity Scale”, consisting of 20 items, was translated by three language experts in the field. After the translation, the differences in meaning were determined, and the final version of the scale was translated back to Turkish by a total of six language experts. As a result of the exploratory factor analysis conducted in order to ensure the structure validity of the "Brand Fidelity Scale”, a four-factor structure consisting of 17 items was obtained. In order to determine the content validity of the 17-item scale, the brand loyalty scale prepared in line with the opinions obtained from 25 academicians who are experts in marketing, between 01-31 July 2020, a total of 321 selected judicially and shoppers at brand business stores in Niğde and its region, which constitutes the sample of the research, realized with the consumer. The results of the confirmatory factor analysis conducted in order to understand whether this structure fits well to the sample data showed that the sampling compliance to which the scale was applied was at an acceptable level. Based on the findings resulting from the analysis, we conclude that "Brand Fidelity Scale" is powerful measurement tool that produces valid and reliable measurements and that can be used to measure brand fidelity research to be conducted in Turkey

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