A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands.

Sertac Cifci, Yuksel Ekinci, Georgina Whyatt, Arnold Japutra, Sebastian Molinillo, Haytham Siala

Research output: Contribution to journalArticle

57 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)3740-3747
JournalJournal of Business Research
Issue number9
Publication statusPublished - Sep 2016
Externally publishedYes


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