A consumer-based brand performance model for assessing brand success
A consumer-based brand performance model for assessing brand success
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 modeling 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.
brand equity, brand loyalty, brand performance model, brand satisfaction, brand trust
93-110
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
1 January 2019
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastian, Ekinci, Yuksel and Japutra, Arnold
(2019)
A consumer-based brand performance model for assessing brand success.
International Journal of Market Research, 61 (1), .
(doi:10.1177/1470785318762990).
Abstract
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 modeling 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.
This record has no associated files available for download.
More information
Published date: 1 January 2019
Additional Information:
Publisher Copyright:
© The Author(s) 2018.
Keywords:
brand equity, brand loyalty, brand performance model, brand satisfaction, brand trust
Identifiers
Local EPrints ID: 500187
URI: http://eprints.soton.ac.uk/id/eprint/500187
ISSN: 1470-7853
PURE UUID: 3d810764-2f46-44b4-b59c-5d35018bace2
Catalogue record
Date deposited: 22 Apr 2025 17:04
Last modified: 23 Apr 2025 02:14
Export record
Altmetrics
Contributors
Author:
Sebastian Molinillo
Author:
Yuksel Ekinci
Author:
Arnold Japutra
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics