A cross validation of consumer-based brand equity models: driving customer equity in retail brands

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Tarih

2016

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

Elsevier Science Inc

Erişim Hakkı

info:eu-repo/semantics/openAccess

Özet

The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models. This study aims to compare the validity of the two prominent CBBE models in the retail industry; those introduced by Yoo and Donthu (2011) and Nam, Ekinci and Whyatt (2011). In order to make this comparison, the study collected data from Turkish (n = 285) and Spanish respondents (n = 236) who had experience with global fashion brands and Private Labels (PL). The findings of the study suggest that Nam et al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Nam et al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.

Açıklama

Anahtar Kelimeler

Consumer-Based Brand Equity (CBBE), Brand Satisfaction, Service Quality, Fashion Retail Industry, Private Labels (PL)

Kaynak

Journal Of Business Research

WoS Q Değeri

Q1

Scopus Q Değeri

Q1

Cilt

69

Sayı

9

Künye