Positioning strategies for branding services in an emerging economy

Coffie, Stanley

doi:10.1080/0965254x.2018.1500626

Cited by 11 publications

(6 citation statements)

References 36 publications

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“…Specifically, the results of our study support those of previous works [1,38,55,57] that recognise the existence of a positive link between CSR and reputation and perceived brand image. In addition, we identified a positive chain of effects that confirms a positive link between CSR and consumers' perceived level of satisfaction [78,79], also in the context of emerging economies [81,82]. This idea is relevant because, until now, there was only scarce evidence in this regard in the case of emerging economies, characterised by lower income levels and less awareness of the concept of sustainability.…”

Section: Discussionsupporting

confidence: 62%

“…Previous work has shown a positive influence of CSR on customer satisfaction [80]. Once again, there is only a small and very recent body of literature regarding the analysis of the case of emerging economies [81,82], which reinforces the newness of our proposal. Based on the above, we propose the following hypothesis: On the other hand, people's attitudes and behaviours can be indirectly affected by the fit between the company and its CSR activities.…”

Section: Csr and Satisfactionsupporting

confidence: 65%

“…The numbers in bold along the diagonal axis are the square roots of the average variance extracted (AVE) for the variables; the rest of the numbers represent construct correlations. All correlations are significant at <0.01 [81].…”

Section: Resultsmentioning

confidence: 87%

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Sustainability and Branding in Retail: A Model of Chain of Effects

et al. 2020

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The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis—using the PLS software package—confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers’ perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice.

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Section: Discussionsupporting

confidence: 62%

Section: Csr and Satisfactionsupporting

confidence: 65%

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Sustainability and Branding in Retail: A Model of Chain of Effects

et al. 2020

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“…Successful brands are often closely associated with consumers, and consumers tend to prefer branded products to unbranded ones. This helps the consumer in their purchasing decision once they develop an understanding and appreciation for the brand, its value and trust in the quality standard (Coffie, 2018).…”

Section: Factor/strategy 5: Brand Namementioning

confidence: 99%

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

Saqib

Satar

2021

IJOEM

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PurposeAn Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries.Design/methodology/approachThis study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA.FindingsA consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics.Research limitations/implicationsDeveloping and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks.Practical implicationsThe study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations.Originality/valueThis study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.

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“…The concept of positioning can be traced back to the 1960s, when pioneers such as Alpert and Gatty popularized it in consumer product marketing in 1969; they defined positioning as the differentiation of brands based on consumer perceptions. Contemporary positioning writers (Coffie, 2018; Blankson, 2016; Hooley et al , 2017) argue that Ries and Trout (1969) were among the first to define positioning. Positioning was defined as “a strategy for ‘staking out turf’ or ‘filling a slot’ in the minds of target customers.” According to Ries and Trout, positioning is not what is done to the product/service, but rather what is done to the customer/mind.…”

Section: Introductionmentioning

confidence: 99%

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

Saqib

Shah

2021

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Purpose The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and have only been developed for advanced countries. The literature review reflects that the existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries. This study helps to solve this problem by creating a positioning taxonomy for emerging markets. Design/methodology/approach In three phases, this study uses a systematic procedure for developing and validating a scale. Phase 1 consists of item generation and selection based on a review of the literature, focus group sessions and expert opinion. The second phase entails scale refinement via exploratory factor analysis. Confirmatory factor analysis is used in Phase 3 to establish convergent, discriminant and nomological validity. Findings This study’s findings include a consumer-derived taxonomy of positioning strategies that have been tested and validated. There were four distinct positioning strategies that emerged: value for money, being local, premiumization and product attributes. Research limitations/implications The main implication of this paper is to support researchers in developing and validating measurement scales. The limitations include target populations, choice of industry and geography and cross-sectional time horizon of this study. Practical implications This study’s practical implications are the four positioning strategies that FMCG managers, advertising and marketing experts in the emerging Indian market could adopt to position their fast moving consumer goods (FMCG) products to achieve the overall success of their organizations. Social implications Researchers are provided step-by-step guidance on how to develop and validate a measurement scale. Originality/value This study adds to the marketing literature by providing both a solid theoretical foundation and a validated instrument for the operationalization of positioning strategies.

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Positioning strategies for branding services in an emerging economy

Cited by 11 publications

References 36 publications

Sustainability and Branding in Retail: A Model of Chain of Effects

Sustainability and Branding in Retail: A Model of Chain of Effects

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

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