The Moderating Role of Market Mavens in Explaining the Impact of Brand Positioning Strategies on Brand Love

Abstract

With the presence of increasingly similar products in the fashion apparel retail industry, the real challenge today is to steer marketing communication efforts in the direction of developing consumer-brand bonds that are interpersonal in nature, and also simultaneously acknowledging the role of market mavens as strong external influencers in this regard. Hence, the major area of focus this to analyze the relationship among three brand positioning strategies; feature, surrogate and benefit brand positioning strategy with brand love, while investigating the effect of market mavens on brand love and brand positioning. Building onto the extant literature, for the purpose of this study, a theoretical model is proposed and tested with survey data from 607 young consumers of private universities. All of the three brand positioning strategies show a significant relationship with brand love, which is moderated by an interpersonal influence of market mavens. However, the interaction effects of all three brand positioning strategies vary in strength. The results of the study also draw up a demographic profile of market mavens, suggesting that they are most likely to be female, well educated, slightly older consumers residing in metropolitan cities, thereby suggesting concrete practical implications towards the end.

Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage theory Perspective

“…This strategic competitive resource trigger proved to be an effective tool to enhance brand gravity-resonance capability that strengthens brand love studies (Albert & Merunka, 2013;J. Khan et al, 2021;Kumar et al, 2021;Le, 2020;Shahid & Zafar, 2021). The logic behind this model that brand experience is the first step to improving capabilities echoes the brand's appeal to intangible entities that enable companies to generate valuable market offerings effectively and or efficiently.…”

Marketing Communication Strategy Pt. Go-Jek Indonesia in Increasing the Number of Consumers

“…Furthermore, the absence of uniformity in previous scholarly works and demographic information concerning market mavens, as emphasised by Shahid (Shahid & Zafar, 2021) , may present a difficulty for Gojek in efficiently addressing distinct client groupings. Gaining insight into the distinctive traits and actions of market mavens could assist in enhancing their marketing communication tactics to better connect with influential individuals and thought leaders in the market.…”