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Keywords: Brand positioning
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Journal Articles
Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity
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International Journal of Wine Business Research (2022) 34 (1): 133–154.
Published: 13 September 2021
...Leeford Edem Kojo Ameyibor; Peter Anabila; Yvonne Kabeya Saini Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry...
