TY - JOUR
T1 - A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands.
AU - Cifci, Sertac
AU - Ekinci, Yuksel
AU - Whyatt, Georgina
AU - Japutra, Arnold
AU - Molinillo, Sebastian
AU - Siala, Haytham
PY - 2016/9/1
Y1 - 2016/9/1
N2 - 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.
AB - 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.
UR - https://www.sciencedirect.com/science/article/pii/S0148296316300947
U2 - 10.1016/j.jbusres.2015.12.066
DO - 10.1016/j.jbusres.2015.12.066
M3 - Article
SN - 0148-2963
VL - 69
SP - 3740
EP - 3747
JO - Journal of Business Research
JF - Journal of Business Research
IS - 9
ER -