عنوان المقالة:اثر استراتيجيات التسويق على العلامة التجارية Exploring impact of selected marketing strategies on the brand differentiation
د. ماجد قاسم السياني | Dr.majed kassem alsayani | 12638
نوع النشر
مقال علمي
المؤلفون بالعربي
المؤلفون بالإنجليزي
Majed Kassem Alsyani; Fatehi Almugari; Nabil Mohamed Alabsy; Amgad S.D. Khaled; Eissa A. Al-Homaidi.
الملخص الانجليزي
The objective of this study is to determine the role of marketing strategies in brand differentiation. It is a primary data research where data was collected through questionnaire. For analysing purpose, AMOS and SPSS software have been used. A convenient sampling method was applied to select the respondents. The EFA is applied to construct the study dimensions. The validity and reliability were testing using the CFA outcomes. To test the hypotheses, the structural equation modelling was used. The study found that, there is a positive and direct impact between marketing innovations; customer-value based pricing, creative advertising, labelling and brand differentiation. Theoretically, the results can be used as a start point for making deep research in the same area. Practically, the results provide marketing managers with many suggestions for improving marketing strategies. The study results are limited only to the consumers in, small geographic area, Ibb town, Yemen.
تاريخ النشر
27/06/2022
الناشر
International Journal of Business Innovation and Research (IJBIR)
رقم المجلد
28
رقم العدد
3
ISSN/ISBN
1751-0260
رابط DOI
10.1504/IJBIR.2022.124138
الصفحات
296-318
رابط خارجي
https://www.researchgate.net/publication/362040148_Exploring_impact_of_selected_marketing_strategies_on_the_brand_differentiation
الكلمات المفتاحية
arketing innovation; customer-value based pricing; creative advertising; labelling; brand differentiation; exploratory factor analysis; EFA; confirmatory factor analysis; CFA; structural equation modelling; SEM.
رجوع