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

Effat Sadat Mahboobi Renani (Department of Management, University of Isfahan, Isfahan, Iran)
Seyed Fathollah Amiri Aghdaie (Department of Management, University of Isfahan, Isfahan, Iran)
Majid Mohammad Shafiee (Department of Management, University of Isfahan, Isfahan, Iran)
Azarnoush Ansari (Department of Management, University of Isfahan, Isfahan, Iran)

Journal of Modelling in Management

ISSN: 1746-5664

Article publication date: 11 September 2020

Issue publication date: 25 May 2021

506

Abstract

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.

Keywords

Acknowledgements

The authors would like to thank all the reviewers, the editor, and the associate editor, prof. Emine Sarigollu who have provided valuable feedback on this paper.

A special thanks to Ms Christine Miller who helped us in editing and improving the paper.

Citation

Mahboobi Renani, E.S., Amiri Aghdaie, S.F., Mohammad Shafiee, M. and Ansari, A. (2021), "Developing a scale for brand competitive positioning: a study in the home appliance industry", Journal of Modelling in Management, Vol. 16 No. 2, pp. 558-578. https://doi.org/10.1108/JM2-07-2019-0167

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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