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Brand equity and competitive advantage in alcoholic beverage products

Moses K. Agaba & Kalu O. Emenike

International Journal of Management and Network Economics2019https://doi.org/10.1504/ijmne.2019.105869article
ABDC C
Weight
0.34

What the paper says

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.

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https://doi.org/https://doi.org/10.1504/ijmne.2019.105869

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@article{moses2019,
  title        = {{Brand equity and competitive advantage in alcoholic beverage products}},
  author       = {Moses K. Agaba & Kalu O. Emenike},
  journal      = {International Journal of Management and Network Economics},
  year         = {2019},
  doi          = {https://doi.org/https://doi.org/10.1504/ijmne.2019.105869},
}

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Brand equity and competitive advantage in alcoholic beverage products

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Evidence weight

0.34

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.00 × 0.4 = 0.00
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.