A cross validation of consumer-based brand equity (CBBE) scales in fashion retail industry

Sertaç Çifci, Yüksel Ekinci, Georgina Whyatt

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models and measurement scales. This study aims to compare the external validity of the two prominent CBBE models in the fashion retail industry; those introduced by Yoo and Donthu (2011) based on Aaker (1991)’s CBBE concept and Nam et al. (2011). In order to make this comparison, the study collected data from 285 respondents in Turkey. Research findings show that Nam et al.’s (2011) CBBE model is, in the fashion industry context, the more reliable and valid. When the concept of “brand awareness” is included in this model, the psychometric properties of the model are improved.
Original languageEnglish
Title of host publicationGlobal Marketing Conference Proceedings
PublisherGlobal Alliance of Marketing & Management Associations
Pages1459-1468
Number of pages10
DOIs
Publication statusPublished - 31 Jul 2014
Event2014 Global Marketing Conference - Singapore
Duration: 15 Jul 201418 Jul 2014

Conference

Conference2014 Global Marketing Conference
CitySingapore
Period15/07/1418/07/14

Keywords

  • Consumer-based brand equity
  • Brand awareness
  • Physical quality
  • Staff behaviour
  • Ideal self-congruence
  • Lifestyle-congruence
  • Brand identification
  • fashion retail industry

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