Brand Positioning is an important concept in marketing. Despite its long history and importance among researchers there is scant literature clarifying the extent to which different brand positioning strategies contribute ...

of brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) on brand love, by conceptualizing brand positioning effectiveness as a ...

The purpose of this study is to examine whether an organization can create customer engagement by practicing market orientation, personalization and using multi-channel marketing. The proposed conceptual framework is ...