Twenty-five years of the Journal of Brand Management

Kernstock, Joachim; Powell, Shaun M.

doi:10.1057/s41262-018-0138-9

Cited by 6 publications

(2 citation statements)

References 34 publications

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“…Therefore, the main aim of this survey is to identify the factors affecting BCP and its components and to develop a new scale for BCP. Following both the behavioral school (which relates to the influence on customer behavior) and the philosophical school (which relates to the importance of the corporate's and the seller's mindset) (Kernstock and Powell, 2018), we consider both the industry experts' and the customers' view. This was done by both the qualitative and quantitative analyses.…”

Section: Introductionmentioning

confidence: 99%

Developing a scale for brand competitive positioning: a study in the home appliance industry

Renani

Aghdaie

Shafiee

et al. 2020

JM2

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Purpose The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, considering both the seller’s and the buyer’s side. Design/methodology/approach The factors were investigated both qualitatively and quantitatively. Data was collected from findings of previous research as well as interviews with experts in the industry. After conducting thematic analysis, the extracted factors were confirmed by experts. A total of 400 samples was used to test the BCP scale. Respondents were the customers of some selected home appliance brands. Findings The results of exploratory and confirmatory factor analyses indicated that seven main factors influenced BCP, including product quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness. Originality/value Modelling a new scale on BCP is of considerable importance. Using mixed method, the current study presents a new scale named Brand Competitive Positioning Scale.

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Section: Introductionmentioning

confidence: 99%

Developing a scale for brand competitive positioning: a study in the home appliance industry

Renani

Aghdaie

Shafiee

et al. 2020

JM2

View full text Add to dashboard Cite

show abstract

“…Previous editor insights (e.g. Melewar 2008;Brexendorf et al 2014;Kernstock and Powell 2018) have noted the exciting shifts which have been occurring in the brand management field over the last 2 decades. For example, in the Scopus database, the number of papers on these topics has increased significantly over the past 5 years, whilst the growing numbers of articles related to brand management has mirrored the transformations in business, social and technological environments.…”

Section: Introductionmentioning

confidence: 99%