Brand positioning and business performance of alcoholic beverage firms in an emerging market context : the mediation effect of brand equity
Leeford Edem Kojo Ameyibor, Peter Anabila and Yvonne Kabeya Saini
| Year of publication: |
2022
|
|---|---|
| Authors: | Ameyibor, Leeford Edem Kojo ; Anabila, Peter ; Saini, Yvonne Kabeya |
| Published in: |
International journal of wine business research. - Bradford : Emerald, ISSN 1751-1070, ZDB-ID 2279092-5. - Vol. 34.2022, 1, p. 133-154
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| Subject: | Alcoholic beverages | Brand equity | Brand positioning | Business performance | Ghana | Structural equation models | Survey research | Markenführung | Brand management | Markenimage | Brand image | Unternehmenserfolg | Firm performance | Strukturgleichungsmodell | Structural equation model | Marketingmanagement | Marketing management | Alkoholisches Getränk | Alcoholic beverage |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJWBR-11-2020-0056 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012886223