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, Ekinci, and Whyatt (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) and Ciftci, Ekinci, and Whyatt (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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Appendices
Appendix 1: Scales and factor loadings (Yoo & Donthu, 2001)
Scales | Measurement | Factor loadings | |
|---|---|---|---|
Perceived quality | PQ1 | The likely quality of this brand is extremely high | 0.68 |
PQ2 | The likelihood that this brand would be functional is very high | 0.92 | |
Brand awareness | BA1 | I can recognize this brand among other fashion or sportswear brands | 0.74 |
BA2 | I am aware of this brand | 0.84 | |
BA3 | Some characteristics of this brand come to my mind quickly | 0.58 | |
Brand loyalty | BL1 | I consider myself to be loyal to this brand | 0.75 |
BL2 | This brand would be my first choice | 0.84 | |
BL3 | I will not buy from other fashion or sportswear brands if this brand is available in the store | 0.86 | |
Overall brand equity | BE1 | It makes sense to buy this brand instead of any other, even if they are the same | 0.80 |
BE2 | Even if another fashion or sportswear brand has the same features as this brand, I would prefer to buy this brand | 0.93 | |
BE3 | If another fashion or sportswear brand is not different from this brand in any way, it seems smarter to purchase this brand | 0.86 |
Appendix 2: Scales and factor loadings (Nam et al., 2011; Ciftci et al., 2014)
Scales | Measurement | Factor loadings | |
|---|---|---|---|
Brand awareness | BA1 | I can recognize this brand among other fashion or sportswear brands | 0.76 |
BA2 | I am aware of this brand | 0.78 | |
BA3 | Some characteristics of this brand come to my mind quickly | 0.63 | |
Physical quality | PHQ1 | This brand offers products of very good quality features | 0.79 |
PHQ2 | This brand offers products of consistent quality | 0.72 | |
PHQ3 | This brand offers very durable products | 0.76 | |
PHQ4 | This brand offers very reliable products | 0.82 | |
Staff behaviour | SB1 | Employees who are selling this brand are competent in doing their jobs | 0.83 |
SB2 | Employees who are selling this brand are helpful | 0.95 | |
SB3 | Employees who are selling this brand are friendly | 0.90 | |
Brand identification | BI2 | If a story in the media criticizes this brand, I would feel embarrassed | 0.95 |
BI3 | When someone criticizes this brand’s products, it feels like a personal insult | 0.88 | |
Lifestyle congruence | LC1 | This brand’s products reflect my personal lifestyle | 0.85 |
LC2 | This brand’s products are totally in line with my lifestyle | 0.92 | |
LC3 | This brand’s products support my lifestyle | 0.93 | |
Ideal self-congruence | IC1 | The typical customer of this brand has an image similar to how I like to see myself | 0.82 |
IC2 | This brand has an image similar to how I like to see myself | 0.94 | |
IC3 | This brand has an image which represents how I would like others to see me | 0.81 | |
Consumer satisfaction | CS2 | Worse than I expected – Better than I expected | 0.68 |
CS3 | Worse than similar brands I purchase – Better than other brands I purchase | 0.71 | |
CS4 | Terrible – Delighted | 0.81 | |
Brand loyalty | BLN1 | I will recommend this brand to someone who seeks my advice | 0.92 |
BLN2 | Next time I will purchase a product from this brand again | 0.79 |
Appendix 3: Results of the hypotheses testing (Yoo & Donthu, 2001)
Relationships | SPC | t-value | |
|---|---|---|---|
H1 | Perceived quality → Overall brand equity | 0.20 | 3.00** |
H2 | Brand awareness → Overall brand equity | 0.08 | 1.14 |
H3 | Brand loyalty → Overall brand equity | 0.69 | 9.66*** |
Variance explained (R2) | |||
Overall brand equity | 0.71 | ||
** p < 0.01, *** p < 0.001
Appendix 4: Results of the hypotheses testing (Nam et al., 2011; Ciftci et al., 2014)
Relationships | SPC | t-value | |
|---|---|---|---|
H1 | Physical quality → Consumer satisfaction | 0.50 | 5.05*** |
H2 | Staff behaviour → Consumer satisfaction | 0.05 | 0.69 |
H3 | Brand identification → Consumer satisfaction | 0.14 | 1.91* |
H4 | Lifestyle congruence → Consumer satisfaction | −0.06 | −0.60 |
H5 | Ideal self-congruence → Consumer satisfaction | 0.04 | 0.36 |
H6 | Brand awareness → Consumer satisfaction | 0.05 | 0.55 |
H6 | Consumer satisfaction → Brand loyalty | 0.23 | 2.90** |
H7a | Physical quality → Brand loyalty | 0.32 | 3.61*** |
H7b | Staff behaviour → Brand loyalty | −0.03 | −0.53 |
H7c | Brand Identification → Brand loyalty | −0.07 | −1.21 |
H7d | Lifestyle congruence → Brand loyalty | 0.09 | 1.10 |
H7e | Ideal self-congruence → Brand loyalty | 0.05 | 0.69 |
H7f | Brand awareness → Brand loyalty | 0.41 | 4.83*** |
Variance explained (R2) | |||
Consumer satisfaction | 0.33 | ||
Brand loyalty | 0.62 | ||
Note SPC Standardized path coefficient; * p < 0.05, ** p < 0.01, *** p < 0.001
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Molinillo, S., Ekinci, Y., Japutra, A. (2015). A Cross Validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_12
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