THE MODERATING ROLE OF BRAND REPUTATION ON THE IMPACT OF TECHNOLOGY ATTRIBUTES AND BRAND AUTHENTICITY ON BRAND IMAGE, BRAND COMMITMENT AND BRAND EQUITY ON ONLINE SHOPPING PLATFORMS

Year 2023, Volume: 24 Issue: 3, 19 - 47, 25.09.2023

Parisa Alizadehfanaeloo

https://doi.org/10.53443/anadoluibfd.1254509

Abstract

The present study aims not only to determine the impact of technology attributes and brand authenticity on functional brand image and the impact of functional brand image on affective brand commitment and brand equity, but also to investigate the moderating role of brand reputation. This empirical study was conducted with a proposed model that was tested with surveys applied to a sample of 480 online shoppers in Turkey. Path analysis were conducted to test the research hypotheses. The study findings elicited the impact of online shoppers’ ease of use perception and brand authenticity on functional brand image, the impact of functional brand image on affective brand commitment and brand equity and the effect of affective brand commitment on brand equity. Furthermore, indicating the moderating role of brand reputation on correlations between brand authenticity, functional brand image, affective brand commitment and brand equity has brought originality to the study.

Keywords

Technology Attributes, Brand Authenticity, Functional Brand Image, Affective Brand Commitment, Brand Equity

ÇEVRİMİÇİ ALIŞVERİŞ PLATFORMLARINDA TEKNOLOJİ ÖZELLİKLERİ VE MARKA ÖZGÜNLÜĞÜNÜN MARKA İMAJI, MARKA BAĞLILIĞI VE MARKA ÖZDEĞERİNE ETKİSİNDE MARKA İTİBARININ DÜZENLEYİCİ ROLÜ

Abstract

Bu çalışmanın amacı teknoloji özelliklerinin ve marka özgünlüğünün markanın işlevsel imajı üzerindeki etkisini ve markanın işlevsel imajının duygusal marka bağlılığı ve markanın özdeğeri üzerindeki etkisini araştırmaktır. Ayrıca, çalışma marka özgünlüğü, marka imajı, marka bağlılığı ve markanın özdeğeri arasındaki ilişkilerde marka itibarının düzenleyici rolünü araştırmayı da amaçlamaktadır. Bu ampirik çalışmada önerilen model Türkiye’de yaşayan ve çevrimiçi alışveriş platformlarından alışveriş yapanlar arasından 480 kişiye uygulanan anketlerle test edilmiştir. Yapısal modelin testi için yapısal eşitlik modellemesi ile yol analizi yapılmıştır. Çalışma bulguları algılanan kullanım kolaylığının ve marka özgünlüğünün markanın işlevsel imajı üzerindeki etkisini, markanın işlevsel imajının duygusal marka bağlılığı ve markanın özdeğeri üzerindeki etkisini ve duygusal marka bağlılığının markanın özdeğeri üzerindeki etkisini desteklemiştir. Ayrıca, çalışmada marka özgünlüğü, markanın işlevsel imajı, duygusal marka bağlılığı ve markanın özdeğeri arasındaki ilişkilerde marka itibarının düzenleyici rolünün ortaya çıkması bu konuda literatürdeki eksiklikleri gidermesi bakımından önemlidir.

Keywords

Teknoloji Özellikleri, Marka Özgünlüğü, Markanın İşlevsel İmajı, Duygusal Marka Bağlılığı, Markanın Özdeğeri

References

• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
• Akdeniz, B., Calantone, R. J., & Voorhees, C. M. (2013). Effectiveness of marketing cues on consumer perceptions of quality: The moderating roles of brand reputation and third‐party information. Psychology & Marketing, 30(1), 76-89.
• Ali, R., Lynch, R., Melewar, T. C., & Jin, Z. (2015). The moderating influences on the relationship of corporate reputation with its antecedents and consequences: A meta-analytic review. Journal of Business Research, 68(5), 1105-1117.
• Alkhawaldeh, A., & Halim, F. (2016). Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group. International Journal of Business and Commerce, 5(4), 18-36.
• Alpar, R. (2013). Uygulamalı çok değişkenli istatistik yöntemler (4. baskı). Ankara: Detay Yayıncılık.
• Anderson, J. G. (2004). The basic of structural equation model [Ders notu]. https://web.ics.purdue.edu/~janders1/assets/pdf/SOC_681_Structural_Equation_Models_Syllabus_2011.pdf adresinden erişildi.
• Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
• Baker-Eveleth, L., & Stone, R. W. (2020). User's perceptions of perceived usefulness, satisfaction, and intentions of mobile application. International Journal of Mobile Communications, 18(1), 1-18.
• Bang, H., Odio, M. A., & Reio, T. (2014). The moderating role of brand reputation and moral obligation: An application of the theory of planned behavior. Journal of Management Development, 33(4), 282-298.
• Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting. Industrial Marketing Management, 39(8), 1250-1260.
• Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wine. Journal of Management Studies, 42(5), 1003–1029.
• Beverland, M. B. (2006). The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251–258.
• Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting authenticity through advertising: Consumer judgments of advertisers' claims. Journal of Advertising, 37(1), 5–15.
• Boyle, D. (2003). Authenticity: Brands, fakes, spin and the lust for real life. London: Flamingo.
• Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
• Bruner II, G. C., & Kumar, A. (2005) Explaining consumer acceptance of handheld Internet devices. Journal of business research, 58(5), 553-558.
• Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390–397.
• Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2018). Eğitimde bilimsel araştırma yöntemleri. Ankara: Pegem Akademi.
• Carroll, B. A., & Swaminathan, A. (2000). Why the microbrewery movement? Organizational dynamics of resource partitioning in the U.S. brewing industry. The American Journal of Sociology, 106(3), 715-762.
• Cho, E., & Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing, 32(4), 255–265.
• Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites. Tourism Management, 28(1), 118-129.
• Cwalina, W., Falkowski, A., & Newman, B. I. (2010). Towards the development of a cross‐cultural model of voter behavior: Comparative analysis of Poland and the US. European Journal of Marketing, 44(3/4), 351-368.
• Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69(9), 3740-3747.
• Da Silva, R. V., & Alwi, S. F. S. (2008). Online brand attributes and online corporate brand images. European Journal of Marketing, 42(9/10), 1039-1058.
• Dahlén, M., Granlund, A., & Grenros, M. (2009). The consumer‐perceived value of non‐traditional media: effects of brand reputation, appropriateness and expense. Journal of Consumer Marketing, 26(3), 155–163.
• Davcik, N. S., Da Silva, R. V., & Hair, J. F. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3–17.
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
• Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
• Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67.
• Doolin, B., Burgess, L., & Cooper, J. (2002). Evaluating the use of the web for tourism marketing: A case study from New Zealand. Tourism Management, 23(5), 557–561.
• Douglas, A., & Mills, J. E. (2005). Staying afloat in the tropics: applying a structural equation model approach to evaluating national tourism organization websites in the Caribbean. Journal of Travel & Tourism Marketing, 17(2-3), 269-293.
• Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal (AMJ), 21(1), 36-42.
• Dwivedi, M. (2009). Online destination image of India: A consumer based perspective. International Journal of Contemporary Hospitality Management, 21(2), 226–232.
• Erevelles, S., Roy, A., & Yip, L. S. (2001). The universality of the signal theory for products and services. Journal of Business Research, 52(2), 175-187.
• Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of product & brand management, 15(2), 98–105.
• Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8(4), 330–345.
• Ewing, D. R., Allen, C. T., & Ewing, R. L. (2012). Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of “green” products. Journal of consumer behaviour, 11(5), 381-390.
• Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24–33. Fine, G. A. (2003). Crafting authenticity: The validation of identity in self-taught art. Theory and Society, 32(2), 153–180.
• Fombrun, C. J., & Rindova, V. P. (2000). The road to transparency: Reputation management at Royal Dutch/Shell. The Expressive Organization, 7, 7-96.
• Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservablevariables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017). IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing, 51(3), 528-550.
• Franzen, G., & Bouwman, M. (2001). The mental world of brands. Oxfordshire: World Advertising Research (WARC).
• Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89–101.
• Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333–344.
• Fullwood, C., Quinn, S., Kaye, L. K., & Redding, C. (2017). My virtual friend: A qualitative analysis of the attitudes and experiences of Smartphone users: Implications for Smartphone attachment. Computers in Human Behavior, 75, 347-355.
• George, D., & Mallery, P. (2010). SPSS for Windows step by step. A simple study guide and reference (10. Baskı). GEN, Boston, MA: Pearson Education, Inc, 10, 152-165.
• Gill, M. S., & Dawra, J. (2010). Evaluating Aaker’s sources of brand equity and the mediating role of brand image. Journal of Targeting, Measurement and Analysis for Marketing, 18(3), 189–198.
• Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.
• Grazian, D. (2003). Blue Chicago: The search for authenticity in urban blues clubs. Chicago, IL: University of Chicago Press.
• Gürbüz, S. ve Şahin, F. (2016). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
• Ha, J., & Stoel, L. (2009), Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565 –571.
• Hackbarth, G., Grover, V., & Mun, Y. Y. (2003). Computer playfulness and anxiety: positive and negative mediators of the system experience effect on perceived ease of use. Information & management, 40(3), 221-232.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006), Multivariate data analysis (6. baskı). New Jersey: Uppersaddle River.
• Hermanto, A., Supriyono, B., & Mardiyono, K. R. (2014). The Effects of leadership. political communication, a party’s image on loyalty of voters in Jakarta. International Journal of Humanities and Social Science Invention, 3(1), 61-68.
• Hernandez, B., Jimenez, J., & Martín, M. J. (2009). Adoption vs acceptance of e‐commerce: two different decisions. European Journal of Marketing, 43(9/10), 1232-1245.
• Hess, J., & Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6), 313–322.
• Hewer, P., Brownlie, D., & Kerrigan, F. (2013). ‘The exploding plastic inevitable’: ‘Branding being’, brand Warhol & the factory years. Scandinavian Journal of Management, 29(2), 184-193.
• Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18-27.
• Jeong, C., Holland, S., Jun, S. H., & Gibson, H. (2012). Enhancing destination image through travel website information. International Journal of Tourism Research, 14(1), 16-27.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22.
• Kennick, W. E. (1985). Art and inauthenticity. Journal of Aesthetics and Art Criticism, 44(1), 3–12.
• Kim, D. Y., Park, J., & Morrison, A. M. (2008). A model of traveller acceptance of mobile technology. International Journal of Tourism Research, 10(5), 393-407.
• Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2012). Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research, 65(11), 1612–1617.
• Kim, M., & Qu, H. (2014). Travelers' behavioral intention toward hotel self-service kiosks usage. International Journal of Contemporary Hospitality Management, 26(2), 225–245.
• Kline, R.B. (2011). Principles and practice of structural equation modeling. New York: The Guilford Press. Köklü, N., Büyüköztürk, Ş., & Coklu, Ö. (2006), Sosyal bilimler için istatistik. Pegem A Yayınları, Ankara.
• Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.
• Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science, 34(4), 481–493.
• Lin, S., Zimmer, J. C., & Lee, V. (2014). Decoupling software from hardware in technology acceptance research. Journal of Computer Information Systems, 54(2), 77-86.
• Lin, Y. H., Lin, F. J., & Ryan, C. (2014). Tourists' purchase intentions: impact of franchise brand awareness. The Service Industries Journal, 34(9-10), 811-827.
• Lin, Y. H., Lin, F. J., & Wang, K. H. (2021). The effect of social mission on service quality and brand image. Journal of Business Research, 132, 744-752.
• Liu, I. F., Chen, M. C., Sun, Y. S., Wible, D., & Kuo, C. H. (2010). Extending the TAM model to explore the factors that affect intention to use an online learning community. Computers & education, 54(2), 600-610.
• Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International journal of hospitality management, 50, 36-45.
• Luo, M. M., Chen, J. S., Ching, R. K., & Liu, C. C. (2011). An examination of the effects of virtual experiential marketing on online customer intentions and loyalty. The Service Industries Journal, 31(13), 2163-2191.
• Martin, G. S., & Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2(1), 431–438.
• Martínez, P., Pérez, A., & DelBosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración, 28(3), 267-283.
• Matthews, D. R., Son, J., & Watchravesringkan, K. (2014). An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective. Journal of Business and Retail Management Research, 9(1), 26-39.
• Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21-27.
• Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218.
• Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134.
• Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management's passion for its products. Psychology & Marketing, 33(6), 421-436.
• Na, W. B., Marshall, R., & Keller, K. L. (1999). Measuring brand power: Validating a model for optimizing brand equity. Journal of Product & Brand Management, 8(3), 170–184.
• Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.
• Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.
• Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132–144.
• Ou, J., Wong, I. A., Prentice, C., & Liu, M. T. (2020). Customer engagement and its outcomes: the cross-level effect of service environment and brand equity. Journal of Hospitality & Tourism Research, 44(2), 377-402.
• Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & Management, 46(4), 213-220.
• Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271–288.
• Parker, B. T. (2012). Candidate brand equity valuation: A comparison of US presidential candidates during the 2008 primary election campaign. Journal of Political Marketing, 11(3), 208-230.
• Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167-176.
• Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
• Recro Digital Marketing. (2022, Nisan 21). Digital 2022 Türkiye: E-ticaret ve dijital marketing verileri [Blog yazısı]. https://recrodigital.com/we-are-social-2022-turkiye-raporuna-gore-e-ticaret-verileri/ adresinden erişildi.
• Reynolds, W. H. (1965). The role of the consumer in image building. California Management Review, 7(3), 69-76.
• Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review of the business‐to‐consumer online purchase context. International Journal of Management Reviews, 13(1), 24-39.
• Schermelleh-Engel, K., & Moosbrugger, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
• Šerić, M., Mikulić, J., & Gil-Saura, I. (2016). Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact asymmetry assessment. Current Issues in Tourism, 21(8), 1–23.
• Shih, C. F. (1998). Conceptualizing consumer experiences in cyberspace. European Journal of Marketing, 32(7/8), 655–663.
• Sierra, V., Iglesias, O., Markovic, S., & Singh, J. J. (2017). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics, 144(3), 661-676.
• Simon, C., Brexendorf, T. O., & Fassnacht, M. (2013). Creating online brand experience on Facebook. Marketing Review St. Gallen, 30(6), 50-59.
• Stepchenkova, S., & Morrison, A. M. (2006). The destination image of Russia: From the online induced perspective. Tourism Management, 27(5), 943-956.
• Story, J., & Hess, J. (2010). Ethical brand management: Customer relationships and ethical duties. Journal of Product and Brand Management, 19(4), 240–249.
• Sugar, W., Crawley, F., & Fine, B. (2004). Examining teachers’ decisions to adopt new technology. Educational Technology and Society, 7(4), 201–213.
• Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179-193.
• Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322.
• Teo, T., Lee, C.B., & Chai, C.S. (2008). Understanding pre-service teachers’ computer attitudes: Applying and extending the technology acceptance model (TAM). Journal of Computer Assisted Learning, 24(2), 128–143.
• Touni, R., Kim, W. G., Haldorai, K., & Rady, A. (2022). Customer engagement and hotel booking intention: The mediating and moderating roles of customer-perceived value and brand reputation. International Journal of Hospitality Management, 104, 2-11.
• Tsang, N. K., Lee, L. Y., & Li, F. X. (2011). An examination of the relationship between employee perception and hotel brand equity. Journal of Travel & Tourism Marketing, 28(5), 481-497.
• Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59.
• Türkiye İstatistik Kurumu. (2022). Hanehalkı ilişim Teknolojileri (BT) Kullanım Araştırması, 2022. Türkiye İstatistik Kurumu web site: https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 adresinden erişildi.
• Vásquez, C., Sergi, V., & Cordelier, B. (2013). From being branded to doing branding: Studying representation practices from a communication-centered approach. Scandinavian Journal of Management, 29(2), 135-146.
• Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322.
• Walsh, G., Mitchell, V. W., Jackson, P. R., & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British journal of management, 20(2), 187-203.
• Wang, S. W. (2014). Do global airline alliances influence the passenger's purchase decision? Journal of Air Transport Management, 37, 53-59.
• Xia, M., Zhang, Y., & Zhang, C. (2018). A TAM-based approach to explore the effect of online experience on destination image: A smartphone user's perspective. Journal of destination marketing & management, 8, 259-270.
• Yang, Y., Liu, X., & Li, J. (2015). How customer experience affects the customer-based brand equity for tourism destinations. Journal of Travel & Tourism Marketing, 32(sup1), 97-113.
• Yildiz, E., & Ülker-Demirel, E. (2017). Measuring the effects of brand authenticity dimensions on word-of-mouth marketing via brand image using structural equation modeling. International Journal of Business and Social Science, 8(3), 121-130.
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.