A Cross Validation of Consumer-Based Brand Equity (Cbbe) Scales in Fashion Retail Industry

Çifci, Sertaç; Ekinci, Yüksel; Whyatt, Georgina

doi:10.15444/gmc2014.07.09.02

Cited by 2 publications

(2 citation statements)

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“…Furthermore, CSR and corporate reputation of a company help build affective perception of a higher brand leading to develop equity. 44 The perception about CSR activities of a company has a positive impact on consumers who are sensitive to social concerns. 38 CSR activities also imply that the particular company possesses enhanced competencies to produce superior quality products.…”

Section: Discussionmentioning

confidence: 99%

“…42 Hence, brand equity is generated through strategic investments, economic growth in market share, critical association, and prestige value. 43,44 It is important to emphasize that the customer buys the product for quality and the brand for empathy. The company, in turn, is in charge of providing a set of values that add value to the product while selling its image.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

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How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR

Mahmood

Bashir

2020

International Journal of Engineering Business Management

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The concept of corporate social responsibility (CSR) has been embedded across psychological and physical frontiers of organizations building up on philanthropy, ethics, regulation, and economy. However, there is a lack of empirical evidence that how CSR gears up various aspects of an organization. The major objective of the present study is to explain the multidimensional catalytic role of CSR in transforming brand equity from brand reputation in the fast-food industry. The study has been designed to get responses through a structured questionnaire to analyze the data through descriptive and inferential statistical techniques. Sample size of 420 consumers and employees of international fast-food chains, located in Pakistan, with diverse demographical profiles have been involved for the survey. Three models were developed to understand the aforementioned phenomenon; the first model examines the impact of brand reputation on brand equity, and the second model reassesses the same relationship with moderating role of CSR, while the third model evaluates the associations with each dimension of CSR. The results indicate that brand reputation is a significant predictor of brand equity, and its predictive power boosts up in the presence of CSR activities. It was also ascertained that CSR initiatives related to ethics, economy, and philanthropy expedite the process of conversion from brand reputation to brand equity. The legal aspect of CSR in developing economies could not prove to be fruitful in this particular context. The research would provide great insight to the managers of fast-food retail chains to evaluate investments for CSR activities in raising equity of their organizations.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR

Mahmood

Bashir

2020

International Journal of Engineering Business Management

View full text Add to dashboard Cite

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A Cross Validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain

Molinillo

Ekinci

Japutra

2015

Advances in National Brand and Private Label Marketing

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Abstract.In 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) andCiftci et al. (2014) is more reliable and valid than Yoo and Donthu's model for assessing PL. Theoretical contributions and managerial implications are discussed.

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A Cross Validation of Consumer-Based Brand Equity (Cbbe) Scales in Fashion Retail Industry

Cited by 2 publications

References 0 publications

How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR

How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR

A Cross Validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain

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