Presentation of Brand Positioning Model and its Impact on Price Premium in Home Appliances Industry with the Mediating Role of Brand Equity

Document Type : Original Article

Authors

university of Isfahan

10.52547/jbmp.2020.103516

Abstract

Brand position is one of the most important issues, which has been emphasized on, in recent years. Today, increasing competitiveness among manufacturers has encouraged them to create a strong brand. The focus on brand competitive position in the market and the creation of a model of it in consumer minds and its impact on price premium is an important issue. The present study provides an insight for managers that by creating a distinctive position they can create price premium over competitors. The aim of this research is to investigate the effect of brand position on price premium with the mediating role of brand equity among Home Appliances manufacturers. The sample of this study was 400 customers of the Home Appliances stores in Isfahan. The data collection tool was a questionnaire. This research is practical in terms of purpose and descriptive-survey in terms of data collection. To examine the hypotheses and confirm the conceptual model of the research, exploratory and confirmatory factor analysis and structural equation modeling were used, by using SPSS22 and Amos23 software. The results indicated that brand position has a positive and significant effect on price premium; however, brand equity plays a mediating role in the above relationship.

Keywords

Journal of Business Management Perspective
Volume 17, Issue 36 - Serial Number 36
February 2018
Pages 117-138

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History

  • Receive Date: 21 December 2018
  • Accept Date: 21 May 2023

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