Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/developing-a-scale-for-brand-competitive-positioning-a-study-in-the-d40NVLioRA
References (63)
-
C. Fornell, D. Larcker (1981)
Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and StatisticsJournal of Marketing Research, 18
-
M. Sagar, Deepali Singh, D. Agrawal (2006)
Framework of ethical brand positioning: A case study of anchorJournal of Management and Research, 6
-
Peter Magnusson, Stanford Westjohn, Nancy Sirianni (2018)
Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluationsJournal of International Business Studies, 50
-
S. Heeringa, J. Wells, F. Hubbard, Z. Mneimneh, Chiu WaiTat, N. Sampson, P. Berglund, R. Kessler, T. Üstün (2008)
Sample designs and sampling procedures. -
Abdullah Malik, B. Sudhakar (2014)
Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand LiteratureInternational Review of Management and Marketing, 4
-
Claudia Astrachan, Isabel Botero, J. Astrachan, Reinhard Prügl (2018)
Branding the family firm: A review, integrative framework proposal, and research agendaJournal of Family Business Strategy, 9
-
B. Bueno, S. Jeffrey (2017)
How to create strong Brand positioning in your market -
Gilbert Churchill (1979)
A Paradigm for Developing Better Measures of Marketing ConstructsJournal of Marketing Research, 16
-
S. Rajabi (2011)
Factors affecting brand positioning (case study: a survey of the drinking industry in Tehran) -
L. Chernatony, K. Daniels (1994)
Developing a more effective brand positioningJournal of Brand Management, 1
-
Framework of ethical brand positioning
Journal of Management Research, 6
-
Abdullah Malik, B. Sudhakar, Mohd. Rahman (2016)
Brand Positioning Constructs and Indicators for Measurement of Consumer's Positive Psychology toward BrandsIndian journal of positive psychology, 7
-
H. Wason, Nathalie Charlton (2015)
How positioning strategies affect co-branding outcomesCogent Business & Management, 2
-
Chong Yu, Osborn Popp (2005)
Test Equating by Common Items and Common Subjects: Concepts and ApplicationsPractical Assessment, Research and Evaluation, 10
-
Kevin Keller (1993)
Conceptualizing, Measuring, and Managing Customer-Based Brand EquityJournal of Marketing, 57
-
Pramod Iyer, A. Davari, Mohammadali Zolfagharian, A. Paswan (2019)
Market orientation, positioning strategy and brand performanceIndustrial Marketing Management
-
Mark Arnold, K. Reynolds (2003)
Hedonic shopping motivationsJournal of Retailing, 79
-
James Anderson, D. Gerbing (1988)
STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACHPsychological Bulletin, 103
-
J. Dawes, Kerry Mundt, Byron Sharp (2009)
Consideration sets for financial services brandsJournal of Financial Services Marketing, 14
-
C. Pechmann, S. Ratneshwar (1991)
The Use of Comparative Advertising for Brand Positioning: Association versus DifferentiationJournal of Consumer Research, 18
-
S. Kalafatis, M. Tsogas, Charles Blankson (2000)
Positioning strategies in business marketsJournal of Business & Industrial Marketing, 15
-
G. Gitau (2010)
Factors that affect brand positioning in the Bevarage industry: A case study of Eastleigh, Nairobi, Kenya -
(1972)
The positioning era cometh -
Mall image, shopping wellbeing and mall loyalty
International Journal of Retail and Distribution Management, 45
-
K. Priya (2013)
Grounded Theory Methodology -
Jiang Lu, J. Kadane, Peter Boatwright (2008)
The dirt on bikes: an illustration of CART models for brand differentiationJournal of Product & Brand Management, 17
-
D. Aaker (1996)
MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETSCalifornia Management Review, 38
-
Jee-Young Chung, Jaesub Lee, R. Heath (2013)
Public relations aspects of brand attitudes and customer activityPublic Relations Review, 39
-
M. Sagar, Rishabh Khandelwal, A. Mittal, Deepali Singh (2011)
Ethical Positioning Index (EPI): an innovative tool for differential brand positioningCorporate Communications: An International Journal, 16
-
M. Sarstedt, Petra Wilczynski, T. Melewar (2013)
Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validitiesJournal of World Business, 48
-
Osman Karatepe, U. Yavas, E. Babakus (2005)
Measuring service quality of banks: Scale development and validationJournal of Retailing and Consumer Services, 12
-
H. Emari, A. Jafari, M. Mogaddam (2012)
The mediatory impact of brand loyalty and brand image on brand equityAfrican Journal of Business Management, 6
-
The Delphi method for graduate research
Journal of Information Technology Education: Research, 6
-
D. Semans (2010)
Brand positioning: the key to brand strength -
Carol Gwin, Carl Gwin (2003)
Product Attributes Model: A Tool for Evaluating Brand PositioningJournal of Marketing Theory and Practice, 11
-
S. Matear, B. Gray, Tony Garrett (2004)
Market orientation, brand investment, new service development, market position and performance for service organisationsInternational Journal of Service Industry Management, 15
-
Christoph Fuchs, A. Diamantopoulos (2010)
Evaluating the effectiveness of brand‐positioning strategies from a consumer perspectiveEuropean Journal of Marketing, 44
-
H. Kaiser (1960)
The Application of Electronic Computers to Factor AnalysisEducational and Psychological Measurement, 20
-
J. Darling (2001)
Successful competitive positioning: the key for entry into the European consumer marketEuropean Business Review, 13
-
R. Bagozzi (1980)
Performance and Satisfaction in an Industrial Sales Force: An Examination of their Antecedents and SimultaneityJournal of Marketing, 44
-
E. Ameyaw, Y. Hu, M. Shan, A. Chan, Y. Le (2016)
Application of Delphi method in construction engineering and management research: A quantitative perspectiveJournal of Civil Engineering and Management, 22
-
Majid shafiee, A. Sanayei, A. Shahin, Hossein Dolatabadi (2014)
The role of brand image in forming airlines passengers’ purchase intention: study of Iran aviation industryInternational Journal of Services and Operations Management, 19
-
Signe Waechter, Bernadette Sütterlin, M. Siegrist (2017)
Decision-Making Strategies for the Choice of Energy-friendly ProductsJournal of Consumer Policy, 40
-
A. Ranchhod, C. Gurau, E. Marandi (2011)
Brand names and global positioningMarketing Intelligence & Planning, 29
-
M. Sujan, J. Bettman (1989)
The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema ResearchJournal of Marketing Research, 26
-
Cheng-Wen Lee, Chi-Shun Liao (2009)
The effects of consumer preferences and perceptions of Chinese tea beverages on brand positioning strategies.British Food Journal, 111
-
Anna Costello, J. Osborne (2005)
Best practices in exploratory factor analysis: four recommendations for getting the most from your analysis.Practical Assessment, Research and Evaluation, 10
-
Charles Blankson, D. Strutton (2011)
A longitudinal examination of positioning strategies in a liberalized developing African economy: The case of GhanaThunderbird International Business Review, 53
-
J. Kernstock, S. Powell (2018)
Twenty-five years of the Journal of Brand ManagementJournal of Brand Management, 25
-
Ulrika Leijerholt, C. Chapleo, H. O’Sullivan (2019)
A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sectorJournal of Brand Management, 26
-
Q. Guo, Dandan Li (2013)
The Effect of Brand Position on Consumer Choices of Luxury Brands: A Cross- Cultural Study Between British and Chinese ConsumersCanadian Social Science, 9
-
Rong Huang, Emine Sarigollu (2012)
How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing MixQuantitative Marketing eJournal
-
(1998)
A communication framework to evaluate sale promotion strategies -
Charles Blankson, S. Kalafatis, Stanley Coffie, M. Tsogas (2014)
Comparisons of media types and congruence in positioning of service brandsJournal of Product & Brand Management, 23
-
Adina Cristea, Căpățînă Gabriela, Stoenescu Roxana-Denisa (2015)
Country-of-Origin Effects on Perceived Brand Positioning☆Procedia. Economics and finance, 23
-
Gregory Skulmoski, Francis Ae, Jennifer Hartman, Krahn
Journal of Information Technology Education the Delphi Method for Graduate Research -
Urška Tuškej, Urša Golob, K. Podnar (2013)
The role of consumer–brand identification in building brand relationshipsJournal of Business Research, 66
-
C. Chen, B. Nguyen, T. Melewar, C. Dennis (2017)
Investigating the Uses of Corporate Reputation and Its Effects on Brand Segmentation, Brand Differentiation, and Brand Positioning: Evidence from the Taiwanese Pharmaceutical IndustryInternational Studies of Management & Organization, 47
-
Bashar Gammoh, Anthony Koh, Sam Okoroafo (2011)
Consumer culture brand positioning strategies: an experimental investigationJournal of Product & Brand Management, 20
-
C. Horváth, M. Birgelen (2015)
The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyersEuropean Journal of Marketing, 49
-
Arjun Chaudhuri (2002)
How Brand Reputation Affects the Advertising-Brand Equity LinkJournal of Advertising Research, 42
-
Majid shafiee, Sayyed Es-Haghi (2017)
Mall Image, Shopping Well-Being and Mall LoyaltyMKTG: Affect & Emotion (Topic)
-
M. Hsieh, A. Lindridge (2005)
Universal appeals with local specificationsJournal of Product & Brand Management, 14
- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1746-5664
- eISSN
- 1746-5664
- DOI
- 10.1108/jm2-07-2019-0167
- Publisher site
- See Article on Publisher Site
Abstract
The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, considering both the seller’s and the buyer’s side.Design/methodology/approachThe factors were investigated both qualitatively and quantitatively. Data was collected from findings of previous research as well as interviews with experts in the industry. After conducting thematic analysis, the extracted factors were confirmed by experts. A total of 400 samples was used to test the BCP scale. Respondents were the customers of some selected home appliance brands.FindingsThe results of exploratory and confirmatory factor analyses indicated that seven main factors influenced BCP, including product quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness.Originality/valueModelling a new scale on BCP is of considerable importance. Using mixed method, the current study presents a new scale named Brand Competitive Positioning Scale.
Journal
Journal of Modelling in Management – Emerald Publishing
Published: May 25, 2021
Keywords: Brand competitive positioning; Credibility; Desirability; Home appliance industry; Marketing communication; Perceived quality; Reputation