A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands
Abstract
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 from Turkish (n = 285) and Spanish respondents (n = 236) who had experience with global fashion brands and...
Paper Details
Title
A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands
Published Date
Sep 1, 2016
Journal
Volume
69
Issue
9
Pages
3740 - 3747
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