KOREASCHOLAR

A CROSS VALIDATION OF CONSUMER-BASED BRAND EQUITY (CBBE) SCALES IN FASHION RETAIL INDUSTRY

Sertaç Çifci, Yüksel Ekinci, Georgina Whyatt
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271890
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1459-1468
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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.

Keyword
Consumer-based brand equityBrand awarenessPhysical qualityStaff behaviourIdeal self-congruenceLifestyle-congruenceBrand identification and fashion retail industry
Author
  • Sertaç Çifci(Abant İzzet Baysal University)
  • Yüksel Ekinci(Oxford Brookes University)
  • Georgina Whyatt(Oxford Brookes University)