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

  • Sebastian MolinilloEmail author
  • Yuksel Ekinci
  • Arnold Japutra
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


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.


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


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Sebastian Molinillo
    • 1
    Email author
  • Yuksel Ekinci
    • 2
  • Arnold Japutra
    • 3
  1. 1.Faculty of Economics and Business ManagementUniversity of MalagaMalagaSpain
  2. 2.The School of Marketing & Reputation, Henley Business School, University of ReadingReadingUK
  3. 3.Faculty of EconomicsTarumanagara UniversityJakartaIndonesia

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