A consumer-based brand performance model for assessing brand success

Sebastian Molinillo, Yuksel Ekinci, Arnold Japutra

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    The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success. The CBBPM consists of four critical constructs – brand equity, brand trust, brand satisfaction and brand loyalty – and is applied across different product categories and brands. In total, 881 consumers participated in the survey, and a structural equation modelling approach was employed to test the research hypotheses. The findings of the study suggest that the CBBPM is valid and reliable. Brand equity is positively associated with brand satisfaction, brand trust and brand loyalty. The positive effects of brand trust and brand satisfaction on brand loyalty are supported. The study suggests that the CBBPM should be used as a strategic brand management tool to track brand performance and to compare them with competing brands.
    Original languageEnglish
    Pages (from-to)93-110
    Number of pages18
    JournalInternational Journal of Market Research
    Issue number1
    Early online date16 Mar 2018
    Publication statusPublished - 1 Jan 2019


    • Brand Performance Model
    • brand equity
    • brand satisfaction
    • brand trust
    • brand loyalty


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