Brand equity and competitive advantage in alcoholic beverage products
In the face of growing competition in modern business environment as a result of globalisation and development in information and communication technology, firms are required to gain and sustain competitive advantage. This study therefore investigated the effect of brand awareness, brand assoc...
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| Main Authors: | , |
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| Format: | Article |
| Language: | en_US |
| Published: |
Inderscience Enterprises Ltd
2022
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.12493/713 |
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| Summary: | In the face of growing competition in modern business environment
as a result of globalisation and development in information and communication
technology, firms are required to gain and sustain competitive advantage. This
study therefore investigated the effect of brand awareness, brand association,
brand loyalty, perceived quality, and other proprietary brand assets on
competitive advantage in alcoholic beverage products and producers in Kabale
District Uganda. The study employed descriptive and multiple regression
analyses. The estimates from the multiple regression model indicated that brand
equity has significant effect on competitive advantage among alcoholic
beverages products and producers. This is evident in the statistical significance
of the brand awareness, brand loyalty, and perceived quality variables at the 5%
significant. We conclude therefore that brand equity has positive and
significant predictive effect on competitive advantage. Hence, firms could
enhance competitive advantage by paying attention to brand equity variables. |
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