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The aim of this study is twofold: firstly to introduce and test a consumer-based brand performance model and secondly to compare global brands’ performance with private labels’. The two surveys were conducted with the help of a Spanish marketing research company. In total 454 respondents participated in the Private Labels survey and 435 respondents participated in the Global Brands survey. The study used structural equation modeling approach to test the conceptual model and the five research hypothesis. All of the research hypotheses were supported. The standardised path coefficients of the global brands data were greater compared to the private labels’ except for the link between brand satisfaction and brand loyalty intentions, where the standardized path coefficients were greater in the private labels data. Theoretical and managerial implications of the study are discussed.

Molinillo,S., Ekinci, Y., Japutra, A. (2014)'A cross validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain'. in Martínez-López, Gázquez-Abad, J.C. and Sethuraman, R. J.A. (eds.) Advances in National Brand and Private Label Marketing. Second International Conference, 2015. Springer Proceedings in Business and Economics, pp. 113-125 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) and Ciftci et al. (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed. Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.