A CROSS VALIDATION OF CONSUMER-BASED BRAND EQUITY (CBBE) SCALES IN FASHION RETAIL INDUSTRY
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 10페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Sertaç Çifci, Yüksel Ekinci, Georgina Whyatt
영어 초록
The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models and measurement scales. This study aims to compare the external validity of the two prominent CBBE models in the fashion retail industry; those introduced by Yoo and Donthu (2011) based on Aaker (1991)’s CBBE concept and Nam et al. (2011). In order to make this comparison, the study collected data from 285 respondents in Turkey. Research findings show that Nam et al.’s (2011) CBBE model is, in the fashion industry context, the more reliable and valid. When the concept of “brand awareness” is included in this model, the psychometric properties of the model are improved.
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