The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models. This study aims to compare the validity of the two prominent CBBE models in the retail industry; those introduced by Yoo and Donthu (2011) and Nam, Ekinci and Whyatt (2011). In order to make this comparison, the study collected data fromTurkish (n=285) and Spanish respondents (n=236)who had experience with global fashion brands and Private Labels (PL). The findings of the study suggest that Namet al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Namet al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.
- Consumer-Based Brand Equity (CBBE)
- brand satisfaction
- service quality
- fashion retail industry
- Private Labels (PL)