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


    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
    Number of pages10
    Publication statusPublished - 31 Jul 2014
    Event2014 Global Marketing Conference - Singapore
    Duration: 15 Jul 201418 Jul 2014


    Conference2014 Global Marketing Conference


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


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