A consumer-based brand performance model for assessing brand success. (January 2019)

• Record Type: Journal Article
• Authors: Molinillo, Sebastian; Ekinci, Yuksel; Japutra, Arnold
• Is Part Of: International journal of market research. Volume 61:Number 1(2019)
• Page Start: 93
• Page End: 110
• Publication Date: 2019-01
• Subjects: brand equity -- brand loyalty -- brand performance model -- brand satisfaction -- brand trust; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/1470785318762990
• Languages: English
• ISSNs: 1470-7853

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.