A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain

Sebastián Molinillo; Yuksel Ekinci; Arnold Japutra

doi:10.1007/978-3-319-20182-5_12

A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain

Sebastián Molinillo, Yuksel Ekinci, Arnold Japutra

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

Original language	English
Title of host publication	Advances in National Brand and Private Label Marketing
Subtitle of host publication	Second International Conference, 2015
Editors	Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman
Publisher	Springer
Pages	113-125
ISBN (Print)	978-3-319-20181-8
DOIs	https://doi.org/10.1007/978-3-319-20182-5_12
Publication status	Published - Jun 2015
Event	2015 International Conference on National Brand & Private Label Marketing - Barcelona, Spain Duration: 24 Jun 2015 → 26 Jun 2015 http://www.nb-plmarketing.org/2015-edition/welcome

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	2015 International Conference on National Brand & Private Label Marketing
Country/Territory	Spain
City	Barcelona
Period	24/06/15 → 26/06/15
Internet address	http://www.nb-plmarketing.org/2015-edition/welcome

Keywords

Consumer-based brand equity
Customer satisfaction
Service quality
Private labels

Access to Document

10.1007/978-3-319-20182-5_12

http://link.springer.com/10.1007/978-3-319-20182-5_12

Cite this

Molinillo, S., Ekinci, Y., & Japutra, A. (2015). A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain. In F. J. Martínez-López, J. C. Gázquez-Abad, & R. Sethuraman (Eds.), Advances in National Brand and Private Label Marketing: Second International Conference, 2015 (pp. 113-125). (Springer Proceedings in Business and Economics). Springer. https://doi.org/10.1007/978-3-319-20182-5_12

Molinillo, Sebastián ; Ekinci, Yuksel ; Japutra, Arnold. / A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain. Advances in National Brand and Private Label Marketing: Second International Conference, 2015. editor / Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Raj Sethuraman. Springer, 2015. pp. 113-125 (Springer Proceedings in Business and Economics).

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title = "A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain",

abstract = "In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu{\textquoteright}s model for assessing PL. Theoretical contributions and managerial implications are discussed.",

keywords = "Consumer-based brand equity, Customer satisfaction, Service quality, Private labels",

author = "Sebasti{\'a}n Molinillo and Yuksel Ekinci and Arnold Japutra",

note = "Post-print is unavailable. ; 2015 International Conference on National Brand & Private Label Marketing ; Conference date: 24-06-2015 Through 26-06-2015",

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language = "English",

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Molinillo, S, Ekinci, Y & Japutra, A 2015, A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain. in FJ Martínez-López, JC Gázquez-Abad & R Sethuraman (eds), Advances in National Brand and Private Label Marketing: Second International Conference, 2015. Springer Proceedings in Business and Economics, Springer, pp. 113-125, 2015 International Conference on National Brand & Private Label Marketing, Barcelona, Spain, 24/06/15. https://doi.org/10.1007/978-3-319-20182-5_12

A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain. / Molinillo, Sebastián; Ekinci, Yuksel; Japutra, Arnold.
Advances in National Brand and Private Label Marketing: Second International Conference, 2015. ed. / Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Raj Sethuraman. Springer, 2015. p. 113-125 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AU - Ekinci, Yuksel

AU - Japutra, Arnold

N1 - Post-print is unavailable.

PY - 2015/6

Y1 - 2015/6

N2 - In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

AB - In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

KW - Consumer-based brand equity

KW - Customer satisfaction

KW - Service quality

KW - Private labels

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SN - 978-3-319-20181-8

T3 - Springer Proceedings in Business and Economics

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EP - 125

BT - Advances in National Brand and Private Label Marketing

A2 - Martínez-López, Francisco J.

A2 - Gázquez-Abad, Juan Carlos

A2 - Sethuraman, Raj

PB - Springer

T2 - 2015 International Conference on National Brand & Private Label Marketing

Y2 - 24 June 2015 through 26 June 2015

ER -

Molinillo S, Ekinci Y, Japutra A. A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain. In Martínez-López FJ, Gázquez-Abad JC, Sethuraman R, editors, Advances in National Brand and Private Label Marketing: Second International Conference, 2015. Springer. 2015. p. 113-125. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-319-20182-5_12

A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain

Abstract

Publication series

Conference

Keywords

Access to Document

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