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

Sebastian Molinillo; Yuksel Ekinci; Arnold Japutra

doi:10.1007/978-3-319-39946-1_3

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 proceeding › Conference 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 language	English
Title of host publication	Advances in National Brand and Private Label Marketing
Subtitle of host publication	Third International Conference, 2016
Editors	Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
Publisher	Springer
Pages	25-33
ISBN (Print)	978-3-319-39945-4
DOIs	https://doi.org/10.1007/978-3-319-39946-1_3
Publication status	Published - Jun 2016
Event	2016 International Conference on National Brand & Private Label Marketing - Barcelona, Spain Duration: 29 Jun 2016 → 1 Jul 2016 http://www.nb-plmarketing.org/2016-edition/welcome

Publication series

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

Conference

Conference	2016 International Conference on National Brand & Private Label Marketing
Country/Territory	Spain
City	Barcelona
Period	29/06/16 → 1/07/16
Internet address	http://www.nb-plmarketing.org/2016-edition/welcome

Keywords

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

Access to Document

10.1007/978-3-319-39946-1_3

http://link.springer.com/10.1007/978-3-319-39946-1_3

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Molinillo, S., Ekinci, Y., & Japutra, A. (2016). An application of consumer-based brand performance model to global brands and private labels. In F. J. Martínez-López, J. C. Gázquez-Abad, & E. Gijsbrecht (Eds.), Advances in National Brand and Private Label Marketing: Third International Conference, 2016 (pp. 25-33). (Springer Proceedings in Business and Economics). Springer. https://doi.org/10.1007/978-3-319-39946-1_3

Molinillo, Sebastian ; Ekinci, Yuksel ; Japutra, Arnold. / An application of consumer-based brand performance model to global brands and private labels. Advances in National Brand and Private Label Marketing: Third International Conference, 2016. editor / Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Els Gijsbrecht. Springer, 2016. pp. 25-33 (Springer Proceedings in Business and Economics).

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title = "An application of consumer-based brand performance model to global brands and private labels",

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{\textquoteright} performance with private labels{\textquoteright}. 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{\textquoteright} 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.",

keywords = "Brand performance measurement, Brand equity, Global brands, Private labels , Brand trust, Brand loyalty",

author = "Sebastian Molinillo and Yuksel Ekinci and Arnold Japutra",

year = "2016",

month = jun,

doi = "10.1007/978-3-319-39946-1_3",

language = "English",

isbn = "978-3-319-39945-4",

series = "Springer Proceedings in Business and Economics",

publisher = "Springer",

pages = "25--33",

editor = "Mart{\'i}nez-L{\'o}pez, {Francisco J.} and G{\'a}zquez-Abad, {Juan Carlos} and Els Gijsbrecht",

booktitle = "Advances in National Brand and Private Label Marketing",

note = "2016 International Conference on National Brand & Private Label Marketing ; Conference date: 29-06-2016 Through 01-07-2016",

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Molinillo, S, Ekinci, Y & Japutra, A 2016, An application of consumer-based brand performance model to global brands and private labels. in FJ Martínez-López, JC Gázquez-Abad & E Gijsbrecht (eds), Advances in National Brand and Private Label Marketing: Third International Conference, 2016. Springer Proceedings in Business and Economics, Springer, pp. 25-33, 2016 International Conference on National Brand & Private Label Marketing, Barcelona, Spain, 29/06/16. https://doi.org/10.1007/978-3-319-39946-1_3

An application of consumer-based brand performance model to global brands and private labels. / Molinillo, Sebastian; Ekinci, Yuksel; Japutra, Arnold.
Advances in National Brand and Private Label Marketing: Third International Conference, 2016. ed. / Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Els Gijsbrecht. Springer, 2016. p. 25-33 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - An application of consumer-based brand performance model to global brands and private labels

AU - Molinillo, Sebastian

AU - Ekinci, Yuksel

AU - Japutra, Arnold

PY - 2016/6

Y1 - 2016/6

N2 - 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.

AB - 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.

KW - Brand performance measurement

KW - Brand equity

KW - Global brands

KW - Private labels

KW - Brand trust

KW - Brand loyalty

U2 - 10.1007/978-3-319-39946-1_3

DO - 10.1007/978-3-319-39946-1_3

M3 - Conference contribution

SN - 978-3-319-39945-4

T3 - Springer Proceedings in Business and Economics

SP - 25

EP - 33

BT - Advances in National Brand and Private Label Marketing

A2 - Martínez-López, Francisco J.

A2 - Gázquez-Abad, Juan Carlos

A2 - Gijsbrecht, Els

PB - Springer

T2 - 2016 International Conference on National Brand & Private Label Marketing

Y2 - 29 June 2016 through 1 July 2016

ER -

Molinillo S, Ekinci Y, Japutra A. An application of consumer-based brand performance model to global brands and private labels. In Martínez-López FJ, Gázquez-Abad JC, Gijsbrecht E, editors, Advances in National Brand and Private Label Marketing: Third International Conference, 2016. Springer. 2016. p. 25-33. (Springer Proceedings in Business and Economics). Epub 2016 Jun 7. doi: 10.1007/978-3-319-39946-1_3

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

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Keywords

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