What is it about?

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. Accordingly, the following research questions are proposed: RQ1. What are the main components of brand competitive positioning construct in the home appliance industry? RQ2. What factors affect the brand competitive positioning in the home appliance industry?

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Why is it important?

Modelling a new scale on BCP is of considerable importance. Using mixed method, the current study presents a new scale named Brand Competitive Positioning Scale. Because of the need for identifying consumers’ preferences and formulating suitable branding strategies, the concept of brand competitive positioning (BCP) has turned into an important topic.


The results of exploratory and confirmatory factor analyses indicated that seven main factors influenced BCP, including product quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness.

Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan

Read the Original

This page is a summary of: Developing a scale for brand competitive positioning: a study in the home appliance industry, Journal of Modelling in Management, September 2020, Emerald,
DOI: 10.1108/jm2-07-2019-0167.
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