A consumer-based brand performance model for assessing brand success
Research output: Contribution to journal › Article › peer-review
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 language | English |
|---|---|
| Pages (from-to) | 93-110 |
| Number of pages | 18 |
| Journal | International Journal of Market Research |
| Volume | 61 |
| Issue number | 1 |
| Early online date | 16 Mar 2018 |
| DOIs | |
| Publication status | Published - 1 Jan 2019 |
Documents
- EKINCI_2018_cright_IJMR_A consumer-based brand performance model for assessing brand success
Rights statement: S. Molinillo, Y. Ekinci and A. Japutra. 'A consumer-based brand performance model for assessing brand success'. International Journal of Market Research. Volume: 61, Issue: 1, pp. 93-110. Copyright © 2018 The Authors. DOI: 10.1177/1470785318762990.
Accepted author manuscript (Post-print), 506 KB, PDF document
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