A consumer-based brand performance model for assessing brand success

Molinillo, Sebastián; Ekinci, Yüksel; Japutra, Arnold

doi:10.1177/1470785318762990

Cited by 43 publications

(49 citation statements)

References 58 publications

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“…Past studies emphasized the role of service quality in the determination of customer satisfaction which customer encounters at the restaurant setting (dimensions: friendliness staff, courteous, quick service line, waiting time, etc. [40] as well as the consumer's behavioral intention to revisit [41]. Thus, we can extrapolate from previous findings that improved service quality results in a satisfied or contented customer [42] which leads to brand loyalty.…”

Section: Service Qualitymentioning

confidence: 56%

Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility

2021

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The study is to present an integrative model of predictors and outcome of customer satisfaction in the fast food sector of Pakistan and also examine its effects. Moreover, we also examined the contingent effect of social trust and corporate social responsibility (CSR) on the relationship between customer satisfaction and brand loyalty. Offline and online survey was conducted with four hundred fast food customers; valid data were assessed and analyzed through structural equation modeling and moderation step-by-step approach. Results demonstrate that restaurant stimuli such as food quality, service quality, atmosphere, price, restaurant location and a variety of food have strong significant effects on customer satisfaction, and customer satisfaction engendered brand loyalty. Social trust has a positive significant impact on the relationship between customer satisfaction and brand loyalty, whereas on the other side CSR has insignificant impact on the association. The study has practical implications for both restaurateurs and government. Restaurateurs should ensure the safety standards of foods, and the government can take an initiative to set proper policy and maintain the food safety standards by regulation.

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Section: Service Qualitymentioning

confidence: 56%

Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility

2021

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“…Molinillo, Ekinci, and Japutra [56] used brand equity as a predictor of brand satisfaction, brand trust, and brand loyalty. The authors [21] measured brands' marketing activities on social media as a general concept that includes five features (entertainment, interaction, trendiness, customization, and word of mouth).…”

Section: Smmas Impacts On Brand Equity (Brand Awareness Brand Image)mentioning

confidence: 99%

Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

et al. 2019

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This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

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“…In a study conducted by Molinillo et al (2018), a 'Consumer-Based Brand Performance Model' (CBBPM) was introduced to measure how successful a brand is. The study determined that the factors "brand equity, brand satisfaction and brand trust are prominent variables in explaining brand loyalty" (Molinillo et al, 2018, p. 16).…”

Section: Assessing Brand Advantagementioning

confidence: 99%

“…They were asked about their choice of the brand they were familiar with when given different brands. Molinillo et al (2018) then found that consumer-based brand equity (CBBE) has a positive influence on brand satisfaction, brand trust as well as brand loyalty and, in conclusion, that increased brand equity increases success.…”

Section: Assessing Brand Advantagementioning

confidence: 99%

The Value-Based Pricing Determination Matrix for Pricing Method Selection

Steinbrenner¹,

Turčínková²

2021

CEBR

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Several researchers suggest that value-based pricing (VBP) is one of the most profitable pricing methods for companies competing in today's business environment. Interestingly, the implementation rates of VBP are, however, rather low. Numerous barriers to the implementation of value-based pricing have been found by researchers already. Although, a theoretical model for determining whether value-based pricing may be a suitable pricing method for a business is yet to be found in the literature. This study aims to introduce a theoretical model to aid pricing executives in their pricing method selection. For this purpose, 20 semi-structured in-depth expert interviews with German pricing experts were conducted as part of qualitative data analysis. The experts were selected using a purposive selection method. Pricing experts were asked to describe the most important factors for determining whether a company may implement value-based pricing. We identified two main factors as being necessities for using VBP. The first factor named by the authors was the brand advantage (BA), and the second factor was represented by the delivered product benefits (DB) as perceived by the customer. Based on these two factors, a two-dimensional, quadrant-based theoretical model was developed and was named the VBP Determination Matrix. The matrix now evaluates a company's position within the matrix based on the factors BA and DB. It leads to direct calls-to-action for properly choosing the most suitable pricing method. This study's theoretical contribution was the development of a so far non-existing twodimensional model for the determination of the suitability of value-based pricing. Business practitioners are now provided with an easy-to-use and highly applicable model to determine the initial suitability of implementing VBP. Senior management is given direct calls-to-action, whether an investment to implement VBP shall be made and whether to allocate resources. Implications for Central European audience: The VBP Determination Matrix is a highly applicable model recommended especially for business practitioners in pricing, marketing and management. Central European companies are recommended to utilise the model to benefit from its strategic recommendations to properly select the most suitable pricing method for profit maximisation and competitiveness optimisation.

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A consumer-based brand performance model for assessing brand success

Cited by 43 publications

References 58 publications

Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility

Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility

Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

The Value-Based Pricing Determination Matrix for Pricing Method Selection

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