Title: Exploring impact of selected marketing strategies on the brand differentiation

Authors: Fatehi Almugari; Nabil Mohamed Alabsy; Amgad S.D. Khaled; Eissa A. Al-Homaidi; Majed Kassem Alsyani

Addresses: Department of Commerce, Aligarh Muslim University, Aligarh, India ' Department of Business Administration, College of Business, University of Bisha, KSA ' Department of Management Information System, Al-Rowad University, Taiz, Yemen ' Department of Commerce, Aligarh Muslim University, Aligarh, India ' Department of Commerce, University of Science and Technology, Ibb City, Yemen

Abstract: The objective of this study is to determine the role of marketing strategies in brand differentiation. It is a primary data research where data was collected through questionnaire. For analysing purpose, AMOS and SPSS software have been used. A convenient sampling method was applied to select the respondents. The EFA is applied to construct the study dimensions. The validity and reliability were testing using the CFA outcomes. To test the hypotheses, the structural equation modelling was used. The study found that, there is a positive and direct impact between marketing innovations; customer-value based pricing, creative advertising, labelling and brand differentiation. Theoretically, the results can be used as a start point for making deep research in the same area. Practically, the results provide marketing managers with many suggestions for improving marketing strategies. The study results are limited only to the consumers in, small geographic area, Ibb town, Yemen.

Keywords: marketing innovation; customer-value based pricing; creative advertising; labelling; brand differentiation; exploratory factor analysis; EFA; confirmatory factor analysis; CFA; structural equation modelling; SEM.

DOI: 10.1504/IJBIR.2022.124138

International Journal of Business Innovation and Research, 2022 Vol.28 No.3, pp.296 - 318

Received: 20 Apr 2020
Accepted: 04 Jul 2020
Published online: 14 Jul 2022 *

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