کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492548 940273 2016 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands
ترجمه فارسی عنوان
اعتبار متقابل مدلهای برند مبتنی بر مصرف: عدالت رانندگی در مارک های خرده فروشی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
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 Private Labels (PL). The findings of the study suggest that Nam et al.'s (2011) CBBE model has better validity than Yoon and Donthu's (2011) model. When brand awareness is included in Nam et al.'s model, the psychometric properties of the model improve and outperform the two models. The study discusses the theoretical contributions and managerial implications of the research.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 9, September 2016, Pages 3740-3747
نویسندگان
, , , , , ,