Brand equity and competitive advantage in alcoholic beverage products

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dc.contributor.authorEmenike O., Kalu
dc.contributor.authorMoses, Agaba
dc.date.accessioned2022-10-17T09:02:04Z
dc.date.available2022-10-17T09:02:04Z
dc.date.issued2019
dc.description.abstractIn 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.en_US
dc.description.sponsorshipKabale Universityen_US
dc.identifier.citationAgaba, M.. and Kalu, E.O. (2019) ‘Brand equity and competitive advantage in alcoholic beverage products’, Int. J. Management and Network Economics, Vol. 4, No. 3, pp.246–262.en_US
dc.identifier.urihttp://hdl.handle.net/20.500.12493/713
dc.language.isoen_USen_US
dc.publisherInderscience Enterprises Ltden_US
dc.subjectbrand equity; competitive advantage; alcoholic beverages; Ugandaen_US
dc.titleBrand equity and competitive advantage in alcoholic beverage productsen_US
dc.typeArticleen_US

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