The Development and Validation of a Scale Measuring Consumer/Customer-Derived Generic Typology of Positioning Strategies

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Abstract:

Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover a general paucity of consumer/customer-derived typologies of positioning strategies. This research presents the results of an empirical study that develops and validates a scale measuring consumer/customer based generic typology of positioning strategies. Eight distinct positioning factors/strategies emerged that were named (a) top of the range, (b) service, (c) value for money, (d) reliability, (e) attractiveness, (f) country of origin, (g) the brand name, and (h) selectivity. The reliability and validity of the scale was assessed using exploratory and confirmatory factor analyses. The scale has potential to serve as an instrument for the operationalisation of positioning strategies and given that no additional items are needed, it is simple to use. It concludes by providing managerial implications and directions for future research.
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