Brand management quality: Brand value as a moderator between perceived image and positioning: Case study of the Algerian brand “BRANDT”
Keywords:
Brand management, Brand image perception, Brand value, Brand positioning, Brandt, AlgeriaAbstract
Purpose: This study aimed to measure the quality of brand management by using perceived value as a moderating variable in the relationship between brand image and market positioning. The study focused on an Algerian brand active in the household electro-industries sector, represented by the Brandt brand. Results: This study developed a practical model to improve the quality of Brandt's brand management in the Algerian market by scientifically linking the relationships and influences among the study variables, drawing on insights from previous research, a four-part questionnaire was designed using a five- point Likert scale and distributed to a sample of 301 individuals, comprising current and potential customers of the brand under study in Algeria. The study concluded that the perceived value of the brand has a significant impact as a moderating variable in the relationship between the image of the Brandt brand and its position in the Algerian market. This effect is evident in the emotional and behavioral components of the brand image, but absent in the cognitive component. Scientific novelty: This study presents a comprehensive and practical scientific model for managing brand quality by analyzing the impact of brand image on the positioning of home appliance brands in the minds of consumers in the Algerian market. It also bridges a significant research gap by examining the moderating role of brand equity in shaping this relationship, offering deeper insights into consumer perceptions and strategic brand positioning.
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