• A Model of Consumer-Based Brand Equity (CBBE) for Global Fashion Brand 

      Ekinci, Yuksel; Molinillo, Sebastian; Japutra, Arnold (University of Zaragoza, 2017)
      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 ...