Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity

IF 2.3 Q1 AGRONOMY
Leeford Edem Kojo Ameyibor, Peter Anabila, Y. Saini
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引用次数: 10

Abstract

Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry. Design/methodology/approach A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses. Findings All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance. Practical implications The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance. Originality/value The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.
新兴市场背景下酒精饮料企业的品牌定位与经营绩效:品牌资产的中介效应
目的本研究旨在探讨加纳酒精饮料行业背景下品牌定位与经营业绩之间的关系,以及品牌资产在两者之间的中介作用。设计/方法/方法采用评判性抽样技术对加纳阿克拉四家酒精饮料公司的196名员工进行了抽样。使用偏最小二乘的结构方程建模方法进行分析,以回答研究假设。所有的假设都是根据现存的文献得到证实的。具体而言,研究发现品牌定位与企业绩效之间存在正相关关系。研究还发现,品牌资产在一定程度上调节了品牌定位与经营业绩之间的关系。实践意义该研究为品牌战略和政策制定提供了有用的指导,尤其是如何有效地将品牌定位作为提高业务绩效的关键战略。独创性/价值该研究不仅对加纳酒精饮料的营销和销售具有实际意义,以实现财务业绩,而且对持久的竞争优势也具有实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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