![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltext_open_medium.gif)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltext_restricted_medium.gif)
The Effect Of Brand Positioning On Consumer Preference In Some Selected Beer Brands In Addis Ababa
Subscribe/Renew Journal
The main objective of the study was to examine the effect of brand positioning on consumer preference in some selected beer brands in Addis Ababa. We measured brand positioning using relevance, differentiation, communication, and delivery dimensions. The study followed a quantitative survey approach. A total of 385 questionnaires were distributed to conveniently available consumers, and 282 useable questionnaires were used for analysis. The findings indicated that the four brand positioning dimensions have a positive effect on consumer preference. Based on this, we suggested that companies in the beverage industry, particularly those producing beer, should work strongly on improving relevance, differentiating their products, designing sound communication strategies, and creating utilities via creative distribution approaches. The managerial implication of the study is that it can be a useful guide to formulate sound brand strategy in the beverage industry. In addition, the findings also enable managers to recognise brand positioning dimensions as important drivers of brand performance.
Keywords
Consumer Preference, Positioning, Relevance, Differentiation, Communication, Delivery
Subscription
Login to verify subscription
User
Font Size
Information
- Aaker, D., & Myers, J. G. (1987). Advertising management.New Jersey: Prentice-Hall.
- Aaker, D. A. (1991). Managing brand equity, capitalizing on the value of a brand name. New York: The free press.
- Akpoyomare, O. B., Kunle Adeosun, L. P., & Ajao Ganiyu, R. (2013). Approaches for generating and evaluating product positioning strategy. International Journal of Business Administration, 4(1). doi:https://doi.org/10.5430/jiba.v4n1p46
- Ameyibor, L. E. K., Anabila, P., & Saini, Y. K. (2021).Brand positioning and business performance of alcoholic beverage firms in an emerging market context: The mediation effect of brand equity. International Journal of Wine Business Research, ahead-of-print. doi:10.1108/ ijwbr-11-2020-0056
- Ayinalem, A. (2018). The effect of branding on consumer buying behavior in the case of Addis Ababa beer consumers. St. Mary’s University School of Graduate Studies Addis Ababa, Ethiopia.
- Benrqya, Y., Babai, M. Z., Estampe, D., & Vallespir, B.(2020). Cross-docking or traditional warehousing: What is the right distribution strategy for your product?International Journal of Physical Distribution & Logistics Management, 50(2), 255-285.
- Catherine, E, (2007). Multivariate data analysis (7th ed.).Upper Saddle River, NJ: Prentice Hall-Pearson Education.
- Christoph, F., & Adamantios, D. (2007). Evaluating the effectiveness of brand positioning strategies: A consumer perspective. AMA Winter Educators’ Conference Proceeding, 18(6), 81-89.
- Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.).California: Sage.
- Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
- doi:10.1007/bf02310555 Dickens, C. (2013). The strategic marketing process: How to structure your marketing.
- Field, A. (2009). Discovering statistics using SPSS. London: Sage Publication Inc.
- Hartmann, P. (2002). The effect of brand positioning on customer loyalty: An empirical study of the Iberdrola case.Cuadernos de Gestión, 2(2), 433-446.
- Janiszewska, K., & Insch, A. (2012). The strategic importance of brand positioning in the place brand concept: Elements, structure and application capabilities. Journal of International Studies, 5(2), 388-402.
- Jin, A., & Weber, J. (2013). Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence and Planning, 19(7), 482-492.
- Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
- Keller, K. L. (2004). Strategic brand management: Building, measuring and managing brand equity (2nd ed.). New Delhi: Prentice Hall of India private limited.
- Keller, K. L. (2001). Infinite asset: Managing brands to build new value. Harvard Business Review Press.
- Keller, K. L., (2010). Strategic brand management (3rd ed.).Pearson Education.
- Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.).Englewood Cliffs, NJ: Prentice Hall.
- Kothari, M. (2004). Essentials of research design and methodology. Washington: John Wiley & Sons, Inc.
- Kotler, P. (1999). Marketing places Europe. Financial Times.Prentice Hall.
- Kotler, P. (2003). Marketing management: International edition (11th ed.). Pearson.
- Kotler, P., & Armstrong, G. (2011). Study guide for principles of marketing (14th ed.). Pearson.
- Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit (1st ed.). John Wiley & Sons.
- Levi, K. B. (2011). Differentiate or diminish: The art and necessity of business positioning (2nd ed.). Winning Message LLC.
- Lhotáková, M., & Klosová, A. (2009). Identification of target consumer in process of positioning – Theoretical and practical aspect. Retrieved from www.propositioning.com Li, M. L., & Green, R. D. (2010). A mediating influence on customer loyalty: The role of perceived value. Journal of Management and Marketing Research.
- Marks, D. F. (2005). Visual imagery differences in the recall of pictures. British Journal of Psychology, 64, 17-24.
- Rice, J. (2004). Fruitful strategy. Retrieved from http:// brand.blogs.com/mantra/2004 and http:// brand.blogs. com/mantra/20047 Romaniuk, J. (2001). Brand positioning in financial services: A longitudinal test to find the best brand position. Journal of Financial Services Marketing, 6(2), 111-121.
- Samani, M. B. (2013). The role of customer - Linking, brand position and new service development on customer loyalty in internet banking.
- Saunders, J. (2003). Principles of marketing (3rd ed.). London: Prentice-Hall.
- Schmitt, B. H. (2012). Contextual priming of visual information in advertisements. Psychology & Marketing, 11(1), 1-14.
- Semans, D. (2010). Brand positioning: The key to brand strength. POLARIS Marketing.
- Silverman, D. (2020). Qualitative research (5th ed.). London, England: SAGE Publications. Retrieved from
- https://play.google.com/store/books/details?id=7RwJ EAAAQBAJ
- Stukalina, Y., & Pavlyuk, D. (2021). Using customerbased brand equity model in the higher education context: simulating the current university’s brand. Business, Management and Economics Engineering, 19(2), 272- 288. doi:https://doi.org/10.3846/bmee.2021.14692
- Supphellen, M. (2011) Understanding core brand equity: Guidelines for in-depth elicitation of brand associations. International Journal of Market Research, 42(3), 319-339.
- Takamoto, A. (2003). Marketing for most – STP strategy.
- Tasci, A. D. A. (2018). Testing the cross-brand and crossmarket validity of a consumer-based brand equity (CBBE) model for destination brands. Tourism Management, 65, 143-159. doi:10.1016/j.tourman.2017.09.020
- Tirsit, Y. (2015). Effect of positioning on customer loyalty. Addis Ababa University.
- Yun, U. (1994). Research of marketing and consumer (3rded.). Indonesia IPB Press.
- Zelalem, W. (2019). The determinant of purchase intention of customers. St. Mary University.
- Zephaniah, C. O., Ogba, I.-E., & Izogo, E. E. (2020). Examining the effect of customers’ perception of bank marketing communication on customer loyalty. Scientific African, 8(e00383), e00383.
- Zikmund, W. G. (2010). Marketing research: Asia pacific edition with student resource access 12 months (2nd ed.). Cengage Learning.
![](https://i-scholar.in/public/site/images/abstractview.png)
Abstract Views: 171
![](https://i-scholar.in/public/site/images/pdfview.png)
PDF Views: 0