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...

Purpose: One of the most challenging issues businesses face today is seeking ways toward gaining competitive advantage (CA). Although previous research considered several aspects in this regard, the literature has largely overlooked the process of gaining CA via knowledge-based marketing (KBM)...