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 |
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Title of host publication | Global Marketing Conference Proceedings |
Publisher | Global Alliance of Marketing & Management Associations |
Pages | 1459-1468 |
Number of pages | 10 |
DOIs | |
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 |
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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