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

Sertaç Çifci; Yüksel Ekinci; Georgina Whyatt

doi:10.15444/GMC2014.07.09.02

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 proceeding › Conference 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 language	English
Title of host publication	Global Marketing Conference Proceedings
Publisher	Global Alliance of Marketing & Management Associations
Pages	1459-1468
Number of pages	10
DOIs	https://doi.org/10.15444/GMC2014.07.09.02
Publication status	Published - 31 Jul 2014
Event	2014 Global Marketing Conference - Singapore Duration: 15 Jul 2014 → 18 Jul 2014

Conference

Conference	2014 Global Marketing Conference
City	Singapore
Period	15/07/14 → 18/07/14

Keywords

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

Access to Document

10.15444/GMC2014.07.09.02

Cite this

@inproceedings{d09fa0560f734e0ca0eb9dfd4b5439a4,

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

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){\textquoteright}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.{\textquoteright}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.",

keywords = "Consumer-based brand equity, Brand awareness, Physical quality, Staff behaviour, Ideal self-congruence, Lifestyle-congruence, Brand identification, fashion retail industry",

author = "Serta{\c c} {\c C}ifci and Y{\"u}ksel Ekinci and Georgina Whyatt",

note = "***SEE ATTACHED FILE***; 2014 Global Marketing Conference ; Conference date: 15-07-2014 Through 18-07-2014",

year = "2014",

month = jul,

day = "31",

doi = "10.15444/GMC2014.07.09.02",

language = "English",

pages = "1459--1468",

booktitle = "Global Marketing Conference Proceedings",

publisher = "Global Alliance of Marketing & Management Associations",

address = "Korea, Republic of",

}

TY - GEN

T1 - A cross validation of consumer-based brand equity (CBBE) scales in fashion retail industry

AU - Çifci, Sertaç

AU - Ekinci, Yüksel

AU - Whyatt, Georgina

N1 - ***SEE ATTACHED FILE***

PY - 2014/7/31

Y1 - 2014/7/31

N2 - 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.

AB - 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.

KW - Consumer-based brand equity

KW - Brand awareness

KW - Physical quality

KW - Staff behaviour

KW - Ideal self-congruence

KW - Lifestyle-congruence

KW - Brand identification

KW - fashion retail industry

U2 - 10.15444/GMC2014.07.09.02

DO - 10.15444/GMC2014.07.09.02

M3 - Conference contribution

SP - 1459

EP - 1468

BT - Global Marketing Conference Proceedings

PB - Global Alliance of Marketing & Management Associations

T2 - 2014 Global Marketing Conference

Y2 - 15 July 2014 through 18 July 2014

ER -

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

Abstract

Conference

Keywords

Access to Document

Fingerprint

Cite this