To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measure of this concept is surprising given that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship; and (2) it is the most important attribute a brand can own. In this context, this research reports the results of a multi-step study to develop and validate a multidimensional brand trust scale drawn from the conceptualisation of trust in other academic fields. Multi-step psychometric tests demonstrate that the new brand trust scale is reliable and valid. Both theoretical and managerial implications are presented.

The intensely competitive environment existing in the restaurant sector makes it vital that firms achieve customer satisfaction in order to survive in the long term. Obtaining customer satisfaction means that customers repeat the experienced service and that they become an effective and efficient communication resource, at no cost to the firm. Prominent among the antecedents that determine the level of customer satisfaction are perceived quality and total perceived price. The research carried out shows that perceived quality has a direct and positive impact on the level of customer satisfaction, while, contrary to what was expected, total perceived price does not influence that satisfaction.

Purpose: – This paper aims to analyze the influence of innovation-based orientation on hotel performance, how the management’s perception of market turbulence moderates this relationship and the effect of an atmosphere of crisis.Design/methodology/approach: – The research carried out used an on-line survey among four-star hotel managers in 52 Spanish cities.Findings: – The results obtained indicate that the tendency of a hotel to innovate does not contribute directly and positively on short-term performance. However, it does confirm its importance when improving hotel performance in the medium- and long-term. This work discusses how the perception of technological turbulence influences the willingness to innovate, together with the effect that an economic-crisis-related-pessimistic management view has on marketing performance and long-term results.Originality/value: – Reliable and valid scales, applicable to the hotel sector and useful both for researchers and managers, are provided to measure the tendency to innovate, perceived technological turbulence and company performance. Knowledge regarding innovation is expanded, including a critical factor to increase business profits and competitiveness in uncertain environments. The model proposed is tested in a sector where there is little empirical evidence about the effect of innovation on performance.

Purpose – The purpose of this paper is to analyse whether private label brands (PLB) have been able to build brand equity throughout their development. Specifically, it aims to develop and test a measurement model that measures PLB brand equity across product lines. Design/methodology/approach – A brand choice model is developed using a multinomial logit model and it is calibrated using a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three-year period. Findings – Prior research has considered PLB as the unbranded alternative to manufacturer brands. In this research empirical evidence is provided that PLB have built brand equity throughout their development and that this equity varies across the different PLB offered in the market, and across product lines. Practical implications – These findings offer valuable insights to retailers on how to manage PLB and to manufacturers on how to approach and compete against them. Originality/value – The vast majority of academic research has not approached the PLB phenomenon from a branding perspective. This research constitutes a first attempt to measure brand equity on PLB. It measures PLB brand equity for each typology of PLB in the market.