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dc.contributor.authorMolinillo-Jimenez, Sebastian 
dc.contributor.authorEkinci, Yuksel
dc.contributor.authorJaputra, Arnold
dc.date.accessioned2015-09-24T10:16:10Z
dc.date.available2015-09-24T10:16:10Z
dc.date.created2015
dc.date.issued2015-09-24
dc.identifier.urihttp://hdl.handle.net/10630/10314
dc.descriptionMolinillo,S., Ekinci, Y., Japutra, A. (2014)'A cross validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain'. in Martínez-López, Gázquez-Abad, J.C. and Sethuraman, R. J.A. (eds.) Advances in National Brand and Private Label Marketing. Second International Conference, 2015. Springer Proceedings in Business and Economics, pp. 113-125es_ES
dc.description.abstractIn 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 et al. (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 et al. (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.es_ES
dc.description.sponsorshipUniversidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.es_ES
dc.language.isoenges_ES
dc.rightsinfo:eu-repo/semantics/openAccesses_ES
dc.subjectMarketinges_ES
dc.subject.otherPrivate labeles_ES
dc.subject.otherBrand equityes_ES
dc.subject.otherRetailes_ES
dc.titleA cross validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spaines_ES
dc.typeinfo:eu-repo/semantics/conferenceObjectes_ES
dc.centroFacultad de Ciencias Económicas y Empresarialeses_ES
dc.relation.eventtitleResearch on National Brand & Private Label Marketing International Conferencees_ES
dc.relation.eventplaceBarcelonaes_ES
dc.relation.eventdateJunio 2015es_ES
dc.identifier.orcidhttp://orcid.org/0000-0001-9132-5190es_ES
dc.cclicenseby-nc-ndes_ES


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