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Erschienen in:
Determinants of Consumer Evaluations for Private Label Brands Kapitel lesen Erstes Kapitel lesen

2016 | OriginalPaper | Buchkapitel

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

verfasst von : Sebastian Molinillo, Yuksel Ekinci, Arnold Japutra

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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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.

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Vorheriges Kapitel The Impact of Private Labels on Different Stages of Store Loyalty: An Empirical Study
Nächstes Kapitel Psychographic Traits Influencing Private Label Proneness in the Product’s Life Cycle Growth Stage
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Metadaten
Titel
An Application of Consumer-Based Brand Performance Model to Global Brands and Private Labels
verfasst von
Sebastian Molinillo
Yuksel Ekinci
Arnold Japutra
Copyright-Jahr
2016
Buch
Advances in National Brand and Private Label Marketing

Print ISBN: 978-3-319-39945-4

Electronic ISBN: 978-3-319-39946-1

Copyright-Jahr: 2016

DOI
https://doi.org/10.1007/978-3-319-39946-1_3