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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

ISSN : 1738-3110

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Early Access e-Submission

Vol.21 No.5

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Evidence from Turkish and Syrian People for the Measurement Invariance of the CBBE Scale and Clues for the Distribution Strategies of the Brands

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2023, v.21 no.5, pp.75-82
https://doi.org/10.15722/jds.21.05.202305.75
KAYAOGLU Ahmet (Mardin Artuklu University)
GULMEZ Yavuz Selim (Mardin Artuklu University,)
KAYAOGLU, A. , & GULMEZ, Y. S. (2023). Evidence from Turkish and Syrian People for the Measurement Invariance of the CBBE Scale and Clues for the Distribution Strategies of the Brands. , 21(5), 75-82, https://doi.org/10.15722/jds.21.05.202305.75

Abstract

Purpose: This research aims to test the measurement invariance of the consumer-based brand equity scale on Turkish and Syrian university students who live together but are from different cultural groups. Research design, data, and methodology: The consumerbased brand equity scale developed by Buil et al. (2008) is applied to the participants. In testing the consumer-based brand equity scale, the Netflix brand, which is considered well-known by both cultural groups, is preferred. It is thought that choosing an internationally recognized brand would facilitate the conduct of this research. Structural invariance and measurement invariance are tested using structural equation modeling. Results: The consumer-based brand equity scale has measurement invariance on Turkish and Syrian university students. Therefore, it has been revealed that the responses of participants from both cultures regarding the Netflix brand are comparable. Conclusion: The findings of the study provide clues for practitioners to review their distribution strategies. As a matter of fact, cultural studies conducted in different countries are common. Still, the originality of this study is ensured by the profile of participants who live in the same country but come from different countries.

keywords
Consumer-Based Brand Equity, Measurement Invariance, Distribution Strategy

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