A cross validation of consumer-based brand equity (CBBE) with private labels in Spain.

Sebastian Molinillo; Yuksel Ekinci; Arnold Japutra

doi:10.1007/978-3-319-20182-5

A cross validation of consumer-based brand equity (CBBE) with private labels in Spain.

Sebastian Molinillo, Yuksel Ekinci, Arnold Japutra

Marketing

Research output: Chapter in Book/Conference paper › Conference paper › peer-review

5 Citations (Scopus)

Abstract

In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

Original language	English
Title of host publication	Advances in National Brand and Private Label Marketing
Subtitle of host publication	Second International Conference, 2015
Editors	Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Raj Sethuraman
Publisher	Springer
Pages	113-125
ISBN (Electronic)	9783319201825
ISBN (Print)	9783319201818
DOIs	https://doi.org/10.1007/978-3-319-20182-5
Publication status	Published - 2015
Event	National Brands and Private Label Marketing conference: 2015 - Barcelona, Barcelona, Spain Duration: 1 Jan 2015 → 2 Jan 2015

Publication series

Name	Springer Proceedings in Business and Economics

Conference

Conference	National Brands and Private Label Marketing conference
Country/Territory	Spain
City	Barcelona
Period	1/01/15 → 2/01/15

Access to Document

10.1007/978-3-319-20182-5

Cite this

Molinillo, S., Ekinci, Y., & Japutra, A. (2015). A cross validation of consumer-based brand equity (CBBE) with private labels in Spain. In F. J. Martinez-Lopez, J. C. Gázquez-Abad, & R. Sethuraman (Eds.), Advances in National Brand and Private Label Marketing: Second International Conference, 2015 (pp. 113-125). (Springer Proceedings in Business and Economics). Springer. https://doi.org/10.1007/978-3-319-20182-5

Molinillo, Sebastian ; Ekinci, Yuksel ; Japutra, Arnold. / A cross validation of consumer-based brand equity (CBBE) with private labels in Spain. Advances in National Brand and Private Label Marketing: Second International Conference, 2015. editor / Francisco J. Martinez-Lopez ; Juan Carlos Gázquez-Abad ; Raj Sethuraman. Springer, 2015. pp. 113-125 (Springer Proceedings in Business and Economics).

@inproceedings{dbf6204f927c4545868c6a53c72c1e14,

title = "A cross validation of consumer-based brand equity (CBBE) with private labels in Spain.",

abstract = "In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu{\textquoteright}s model for assessing PL. Theoretical contributions and managerial implications are discussed. ",

author = "Sebastian Molinillo and Yuksel Ekinci and Arnold Japutra",

year = "2015",

doi = "10.1007/978-3-319-20182-5",

language = "English",

isbn = "9783319201818",

series = "Springer Proceedings in Business and Economics",

publisher = "Springer",

pages = "113--125",

editor = "Martinez-Lopez, {Francisco J. } and G{\'a}zquez-Abad, {Juan Carlos } and Sethuraman, {Raj }",

booktitle = "Advances in National Brand and Private Label Marketing",

address = "Netherlands",

note = "National Brands and Private Label Marketing conference : 2015 ; Conference date: 01-01-2015 Through 02-01-2015",

}

Molinillo, S, Ekinci, Y & Japutra, A 2015, A cross validation of consumer-based brand equity (CBBE) with private labels in Spain. in FJ Martinez-Lopez, JC Gázquez-Abad & R Sethuraman (eds), Advances in National Brand and Private Label Marketing: Second International Conference, 2015. Springer Proceedings in Business and Economics, Springer, pp. 113-125, National Brands and Private Label Marketing conference, Barcelona, Spain, 1/01/15. https://doi.org/10.1007/978-3-319-20182-5

A cross validation of consumer-based brand equity (CBBE) with private labels in Spain. / Molinillo, Sebastian; Ekinci, Yuksel; Japutra, Arnold.
Advances in National Brand and Private Label Marketing: Second International Conference, 2015. ed. / Francisco J. Martinez-Lopez; Juan Carlos Gázquez-Abad; Raj Sethuraman. Springer, 2015. p. 113-125 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Conference paper › Conference paper › peer-review

TY - GEN

T1 - A cross validation of consumer-based brand equity (CBBE) with private labels in Spain.

AU - Molinillo, Sebastian

AU - Ekinci, Yuksel

AU - Japutra, Arnold

PY - 2015

Y1 - 2015

N2 - In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

AB - In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

UR - https://link.springer.com/chapter/10.1007/978-3-319-20182-5_12

UR - http://www.nb-plmarketing.org/

U2 - 10.1007/978-3-319-20182-5

DO - 10.1007/978-3-319-20182-5

M3 - Conference paper

SN - 9783319201818

T3 - Springer Proceedings in Business and Economics

SP - 113

EP - 125

BT - Advances in National Brand and Private Label Marketing

A2 - Martinez-Lopez, Francisco J.

A2 - Gázquez-Abad, Juan Carlos

A2 - Sethuraman, Raj

PB - Springer

T2 - National Brands and Private Label Marketing conference

Y2 - 1 January 2015 through 2 January 2015

ER -

Molinillo S, Ekinci Y, Japutra A. A cross validation of consumer-based brand equity (CBBE) with private labels in Spain. In Martinez-Lopez FJ, Gázquez-Abad JC, Sethuraman R, editors, Advances in National Brand and Private Label Marketing: Second International Conference, 2015. Springer. 2015. p. 113-125. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-319-20182-5

A cross validation of consumer-based brand equity (CBBE) with private labels in Spain.

Abstract

Publication series

Conference

Access to Document

Other files and links

Fingerprint

Cite this