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

Sebastian Molinillo, Yuksel Ekinci, Arnold Japutra

Research output: Chapter in Book/Conference paperConference paperpeer-review

5 Citations (Scopus)


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 languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing
Subtitle of host publicationSecond International Conference, 2015
EditorsFrancisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Raj Sethuraman
ISBN (Electronic)9783319201825
ISBN (Print)9783319201818
Publication statusPublished - 2015
EventNational Brands and Private Label Marketing conference: 2015 - Barcelona, Barcelona, Spain
Duration: 1 Jan 20152 Jan 2015

Publication series

NameSpringer Proceedings in Business and Economics


ConferenceNational Brands and Private Label Marketing conference


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