RT Conference Proceedings
T1 A Model of Consumer-Based Brand Equity (CBBE) for Global Fashion Brand
A1 Ekinci, Yuksel
A1 Molinillo-Jiménez, Sebastián
A1 Japutra, Arnold
K1 Moda - Marcas registradas
AB This study’s aims are twofold. Firstly, to assess the external validity of Yoo and Donthu's (2011) and Nam et al.’s (2011) brand equity model and a retail brand equity model in the retail industry in Spain. Secondly, to advance Nam et al.’s (2011) CBBE model by introducing brand awareness and brand trust. The study contributes to the branding literature in two ways: (1) comparing validity of three CBBE brand equity models in a different culture and advancing understanding of brand equity dimensions and their relationships with brand satisfaction, brand trust and brand loyalty in the fashion retail industry.
PB University of Zaragoza
YR 2017
FD 2017
LK http://hdl.handle.net/10630/13614
UL http://hdl.handle.net/10630/13614
LA eng
NO Ekinci, Y., Molinillo, S. & Japutra, A. (2017). A Model of Consumer-Based Brand Equity (CBBE) for Global Fashion Brands. In Flavián-Blanco, C., Belanche-Gracia, D., Casaló-Ariño, L.V.,  Fandos-Herrera, C., Guinalíu-Blasco, M., Gurrea –Sarasa, R., Ibáñez-Sánchez, S., Jordán-Blasco, P., Orús-Sanclemente, C., Pérez-Rueda, A. (Eds.), 22nd International Conference on Corporate and Marketing Communications. Challenges of Marketing Communications in a Globalized World (122-125). Zaragoza: University of Zaragoza.
NO Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026