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.
This study investigates the relationships among Muslim tourists’ perceived values, satisfaction,loyalty and the moderating effect of religiosity. These relationships are explored with a sample of396 Ghanaian Muslim tourists visiting Larabanga Mosque. Structural equation modelling andmultigroup analysis were used to explore the relationships and the moderating effect of the studiedvariables. The results revealed that perceived values of Muslim had positive effects on touristsatisfaction and tourist satisfaction had a positive influence of on loyalty. However, quality andsocial values had negative effects on satisfaction. In addition, the significant moderating effect ofMuslim religiosity on the relationship between perceived value and tourist satisfaction wasestablished. The results of the study validate the viability of Islamic tourism practices that wouldbuild positive intention to re-visit or recommend destinations among potential Muslim tourists forfuture Islamic tourism market. Theoretical and practical implications of the findings are alsodiscussed.
Utilizing transaction-specific customer satisfaction theory within tourism marketing, this research investigates how tour services elicit international tourists' satisfaction and contribute to tourists' loyalty to a destination. The research was conducted using 356 international tourists
visiting destination sites in Cape Coast who answered questions regarding tour services: accommodation, food services, tour guide performance, souvenir shopping, and community interaction. Structural equation modeling was used to test the six proposed hypotheses based on validated survey data
from the tourists. The data revealed that community interactions, souvenir shopping, and accommodation had positive effects while food services and tour guide performance negatively influenced international tourist satisfaction. Additionally, tourist satisfaction had a positive effect on tourist
loyalty. The results suggest that effective tour services encounter and tourist satisfaction can promote local city economies at destination via recommendations or revisitation of international tourists due to their memorable and unforgettable experiences. Again, the outcome of this research
validates the usefulness of the transaction-specific customer satisfaction theory within city tourism literature and will help tourism officials, city managers, city developers, businesses, and tourism practitioners to have a better understanding of the studied core tour services within context.
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