Exploring impact of selected marketing strategies on the brand differentiation

Fatehi Almugari, Nabil Mohamed Alabsy, Amgad S.D. Khaled, Eissa A. Al-Homaidi and Majed Kassem Alsyani

International Journal of Business Innovation and Research, 2022, vol. 28, issue 3, 296-318

Abstract: 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.

Keywords: marketing innovation; customer-value based pricing; creative advertising; labelling; brand differentiation; exploratory factor analysis; EFA; confirmatory factor analysis; CFA; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2022
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