Advertisement

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)

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.

Keywords

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

References

  1. Aaker, D. (1991). Managing brand equity. New York: Free Press.Google Scholar
  2. Bloemer, J., & Kasper, H. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311–329.CrossRefGoogle Scholar
  3. Buil, I., Martinez, E., & Chernatony, L. D. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74.CrossRefGoogle Scholar
  4. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.CrossRefGoogle Scholar
  5. Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016-forthcoming). A cross validation of consumer-based brand equity (CBBE): Driving customer equity in retail brands. Journal of Business Research.Google Scholar
  6. Coleman, D. A., de Chernatony, L., & Christodoulides, G. (2015). B2B service brand identity and brand performance: An empirical investigation in the UK’s B2B IT services sector. European Journal of Marketing, 49(7/8), 1139–1162.CrossRefGoogle Scholar
  7. De Chernatony, L., Harris, F., & Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. The Service Industries Journal, 24(2), 15–33.CrossRefGoogle Scholar
  8. De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495–515.CrossRefGoogle Scholar
  9. Deloitte. (2015). The 2015 American Pantry Study. The call to re-connect with consumers. https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-2015-american-pantry-study.pdf
  10. Doyle, P. (2000). Value-based marketing. Chichester: Wiley.Google Scholar
  11. Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42(1/2), 35–68.CrossRefGoogle Scholar
  12. Euromonitor International. (2013). The new face of private label: Global market trends to 2018 . http://go.euromonitor.com/new-face-of-private-label-global-market-trends-2018-strategy-briefing.html
  13. Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2008). Marketing metrics: 50+ metrics every executive should master. Upper Saddle River, NJ: Pearson Education.Google Scholar
  14. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.CrossRefGoogle Scholar
  15. Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Education.Google Scholar
  16. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22.CrossRefGoogle Scholar
  17. Kim, H., Kim, W. G., & An, J. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4), 335–351.CrossRefGoogle Scholar
  18. Kumar, V., Pozza, I. D., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3), 246–262.CrossRefGoogle Scholar
  19. Laitinen, E. K. (2002). A dynamic performance measurement system: Evidence from small finish technology companies. Scandinavian Journal of Management, 18(1), 65–99.CrossRefGoogle Scholar
  20. Lam, S. Y., & Shankar, V. (2014). Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations. Journal of Interactive Marketing, 28(1), 26–42.CrossRefGoogle Scholar
  21. Lamey, L., Deleersnyder, B., Steenkamp, J. E. M., & Dekimpe, M. G. (2012). The effect of business-cycle fluctuations on private-label share: What has marketing conduct got to do with it? Journal of Marketing, 76(1), 1–19.CrossRefGoogle Scholar
  22. Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.CrossRefGoogle Scholar
  23. Lee, J., Park, S. Y., Baek, I., & Lee, C. S. (2008). The impact of the brand management system on brand performance in B–B and B–C environments. Industrial Marketing Management, 37(7), 848–855.CrossRefGoogle Scholar
  24. Molinillo, S., Ekinci, Y., & Japutra, A. (2015). A cross validation of consumer-based brand equity (CBBE) with private labels in Spain. In F. J. Martínez-López, J. C. Gázquez-Abad, & R. J. A. Sethuraman (Eds.), Advances in national brand and private label marketing (pp. 113–125). Second International Conference, 2015. Springer Proceedings in Business and Economics.Google Scholar
  25. Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030.CrossRefGoogle Scholar
  26. O’Cass, A., & Ngo, L. V. (2007). Balancing external adaptation and internal effectiveness: Achieving better brand performance. Journal of Business Research, 60(1), 11–20.CrossRefGoogle Scholar
  27. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.CrossRefGoogle Scholar
  28. Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434–449.CrossRefGoogle Scholar
  29. Private Label Manufacturers Association. (2015). Industry News. Retrieved January 12, 2016, from http://www.plmainternational.com/industry-news/private-label-today
  30. Rossi, P., Borges, A., & Bakpayev, M. (2015). Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions. Journal of Retailing and Consumer Services, 27, 74–79.CrossRefGoogle Scholar
  31. Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing, 68(4), 76–89.CrossRefGoogle Scholar
  32. Sethuraman, R., & Gielens, K. (2014). Determinants of store brand share. Journal of Retailing, 90(2), 141–153.CrossRefGoogle Scholar
  33. Spreng, R. A., & Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201–214.CrossRefGoogle Scholar
  34. ter Braak, A., Geyskens, I., & Dekimpe, M. G. (2014). Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions. Journal of Retailing, 90(2), 125–140.CrossRefGoogle Scholar
  35. Tolba, A. H., & Hassan, S. S. (2009). Linking customer-based brand equity with brand market performance: A managerial approach. Journal of Product & Brand Management, 18(5), 356–366.CrossRefGoogle Scholar
  36. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.CrossRefGoogle Scholar

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

Personalised recommendations