Title: Exploring impact of selected marketing strategies on the consumer lens

Authors: Fatehi Almugari; Amgad S.D. Khaled; Parul Bajaj; Majed Kassem Alsyani; Eissa A. Al-Homaidi

Addresses: Department of Commerce, Aligarh Muslim University, Aligarh, India ' Department of Business Administration, Aligarh Muslim University, Aligarh, India ' Department of Commerce, Aligarh Muslim University, Aligarh, India ' University of Science and Technology, Ibb City, Yemen ' Department of Commerce, Aligarh Muslim University, Aligarh, India

Abstract: This study aims at exploring the influence of marketing strategies on the consumer lens (brand favourability). The exploratory factor analysis is used to construct some of the marketing strategies. Forty-nine items, about marketing strategies, were inserted into SPSS. Out of 49 items, only 26 items were selected under five factors. The validity and reliability were tested using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Convenience sampling method was used to approach the respondents. The structural equation modelling (SEM) was used to test the hypotheses. The study found that product innovation strategy, intensive distribution strategy, and customer value-based pricing have a significant and positive impact on the consumer lens (brand favourability). Besides, the study found that the labelling strategy has a significant and negative impact on the consumer lens (brand favourability). The study provides researchers, marketers, and managers with an important glance about factors affecting consumers' brand favourability in the Yemeni market.

Keywords: consumer lens; brand favourability; exploratory factor analysis; EFA; confirmatory factor analysis; CFA; structural equation modelling; SEM; intensive distribution; product innovation; customer value-based pricing; labelling.

DOI: 10.1504/IJBEX.2023.132066

International Journal of Business Excellence, 2023 Vol.30 No.2, pp.160 - 182

Received: 16 Jun 2020
Accepted: 06 Aug 2020
Published online: 11 Jul 2023 *

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