An application of consumer-based brand performance model to global brands and private labels

Sebastian Molinillo, Yuksel Ekinci, Arnold Japutra

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.
Original languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing
Subtitle of host publicationThird International Conference, 2016
EditorsFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
PublisherSpringer
Pages25-33
ISBN (Print)978-3-319-39945-4
DOIs
Publication statusPublished - Jun 2016
Event2016 International Conference on National Brand & Private Label Marketing - Barcelona, Spain
Duration: 29 Jun 20161 Jul 2016
http://www.nb-plmarketing.org/2016-edition/welcome

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference2016 International Conference on National Brand & Private Label Marketing
Country/TerritorySpain
CityBarcelona
Period29/06/161/07/16
Internet address

Keywords

  • Brand performance measurement
  • Brand equity
  • Global brands
  • Private labels
  • Brand trust
  • Brand loyalty

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