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dc.contributor.authorEkinci, Yuksel
dc.contributor.authorMolinillo-Jimenez, Sebastian 
dc.contributor.authorJaputra, Arnold
dc.date.accessioned2017-05-10T09:03:12Z
dc.date.available2017-05-10T09:03:12Z
dc.date.issued2017
dc.identifier.citationEkinci, 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.es_ES
dc.identifier.urihttp://hdl.handle.net/10630/13614
dc.description.abstractThis 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.es_ES
dc.description.sponsorshipUniversidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.es_ES
dc.language.isoenges_ES
dc.publisherUniversity of Zaragozaes_ES
dc.rightsinfo:eu-repo/semantics/openAccesses_ES
dc.subjectModa - Marcas registradases_ES
dc.subject.otherBrand loyaltyes_ES
dc.subject.otherConsumer-based brand equityes_ES
dc.subject.otherBrand trustes_ES
dc.subject.otherFashion retail industryes_ES
dc.subject.otherGlobal brandes_ES
dc.titleA Model of Consumer-Based Brand Equity (CBBE) for Global Fashion Brandes_ES
dc.typeinfo:eu-repo/semantics/conferenceObjectes_ES
dc.centroFacultad de Ciencias Económicas y Empresarialeses_ES
dc.relation.eventtitle22nd International Conference on Corporate and Marketing Communicationses_ES
dc.relation.eventplaceZaragozaes_ES
dc.relation.eventdate4 Mayo 2017es_ES
dc.cclicenseby-nc-ndes_ES


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