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

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.

Managing brand equity in the brewing sector

“…In the last few years, brand equity has assumed a prominent role in influencing the customers’ food and beverage choice behaviors (Ameyibor et al. , 2022; Bihamta et al.…”

“…In the last few years, brand equity has assumed a prominent role in influencing the customers' food and beverage choice behaviors (Ameyibor et al, 2022;Bihamta et al, 2017;Wang, 2015). In particular, several researches have emphasized how customers choose to buy food products with a high level of brand equity since, in this way, they "feel confident about the quality of the product" (Ponnam et al, 2015, p. 523).…”

Green Online Retailer Towards Brand Sustainability

“…While we used summary statistics in this paper, we are perfectly capable of delving deeper into the data and examining brand performance on an annual basis. In this analysis, we argue that brands with a positive (above zero) brand AGR are healthy and clearly capable of maintaining their market position (Ameyibor, Anabila, & Saini, 2021).…”

Performance success in an emerging market context

“…Although the merits of BP are widely noted in the literature, knowledge remains scant about its significance within emerging markets. Demand for further research in these contexts has subsequently prompted Ameyibor et al (2021) to investigate the alcoholic drinks industry in Ghana.…”