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An Application of Consumer-Based Brand Performance Model to Global Brands and Private Labels

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Sebastian Molinillo

    (University of Malaga)

  • Yuksel Ekinci

    (The School of Marketing & Reputation, Henley Business School, University of Reading)

  • Arnold Japutra

    (Tarumanagara University)

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.

Suggested Citation

  • Sebastian Molinillo & Yuksel Ekinci & Arnold Japutra, 2016. "An Application of Consumer-Based Brand Performance Model to Global Brands and Private Labels," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Els Gijsbrecht (ed.), Advances in National Brand and Private Label Marketing, pages 25-33, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-39946-1_3
    DOI: 10.1007/978-3-319-39946-1_3
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