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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| Format: | Article |
| Language: | en_US |
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Inderscience Enterprises Ltd
2022
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| Online Access: | http://hdl.handle.net/20.500.12493/713 |
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| author | Emenike O., Kalu Moses, Agaba |
| author_facet | Emenike O., Kalu Moses, Agaba |
| author_sort | Emenike O., Kalu |
| collection | KAB-DR |
| description | 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. |
| format | Article |
| id | oai:idr.kab.ac.ug:20.500.12493-713 |
| institution | KAB-DR |
| language | en_US |
| publishDate | 2022 |
| publisher | Inderscience Enterprises Ltd |
| record_format | dspace |
| spelling | oai:idr.kab.ac.ug:20.500.12493-7132024-01-17T04:44:57Z Brand equity and competitive advantage in alcoholic beverage products Emenike O., Kalu Moses, Agaba brand equity; competitive advantage; alcoholic beverages; Uganda 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. Kabale University 2022-10-17T09:02:04Z 2022-10-17T09:02:04Z 2019 Article Agaba, M.. and Kalu, E.O. (2019) ‘Brand equity and competitive advantage in alcoholic beverage products’, Int. J. Management and Network Economics, Vol. 4, No. 3, pp.246–262. http://hdl.handle.net/20.500.12493/713 en_US application/pdf Inderscience Enterprises Ltd |
| spellingShingle | brand equity; competitive advantage; alcoholic beverages; Uganda Emenike O., Kalu Moses, Agaba Brand equity and competitive advantage in alcoholic beverage products |
| title | Brand equity and competitive advantage in alcoholic beverage products |
| title_full | Brand equity and competitive advantage in alcoholic beverage products |
| title_fullStr | Brand equity and competitive advantage in alcoholic beverage products |
| title_full_unstemmed | Brand equity and competitive advantage in alcoholic beverage products |
| title_short | Brand equity and competitive advantage in alcoholic beverage products |
| title_sort | brand equity and competitive advantage in alcoholic beverage products |
| topic | brand equity; competitive advantage; alcoholic beverages; Uganda |
| url | http://hdl.handle.net/20.500.12493/713 |
| work_keys_str_mv | AT emenikeokalu brandequityandcompetitiveadvantageinalcoholicbeverageproducts AT mosesagaba brandequityandcompetitiveadvantageinalcoholicbeverageproducts |