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the influence of marketing strategy and marketing mix on ...
ARTICLE INFO ABSTRACT Purpose : The purpose of this study is to determine the effect of Marketing Strategy and Marketing Mix on Marketing Performance with Brand Image as an intervening variable on ready-to-drink consumers. Theoretical framework: This study is built upon the concepts of marketing strategy, marketing mix, brand image, and marketing performance. These variables are interrelated and are expected to have direct and indirect effects on each other within the context of ready-to-drink consumers. Design/methodology/approach: The method used in this study is primary data collection through distributing questionnaires to ready-to-drink consumers. The number of samples used was 100 people. The data analysis technique employed in this study is Structural Equation Modeling (SEM) using smartPLS assistance. SEM is used to test the relationships between variables and to solve the formulated problems and hypotheses in the study. Findings: The results indicate several significant relationships between the variables. Specifically, Marketing Mix has a positive and significant effect on Purchasing Decisions, Brand Image has a significant effect on Purchasing Decisions, Marketing Strategy has a significant effect on Purchase Interest, and Marketing Mix has a significant effect on Purchase Interest. Additionally, Marketing Strategy has a significant effect on Marketing Performance through Brand Image, and Marketing Mix has an effect on Marketing Performance through Purchase Interest. The study also found that Brand Image has a positive and significant direct influence on the relationship between Marketing Strategy and Marketing Mix on purchasing decisions. Research, Practical & Social implications: The findings of this study highlights the role of Brand Image as an intervening variable in the relationship between Marketing Strategy and Marketing Mix, indicating the significance of branding in shaping consumer perceptions and decisions. The results suggest that marketers should focus on optimizing both Marketing Strategy and Marketing Mix to improve Marketing Performance and attract ready-to-drink consumers. Originality/value: This research lies in its examination of the relationships between Marketing Strategy, Marketing Mix, Brand Image, and Marketing Performance specifically in the context of ready-to-drink consumers. The focus on the specific product category of ready-to-drink beverages adds value to the existing literature in marketing research, providing insights for marketers seeking to enhance their strategies in this competitive market segment. Doi: https://doi.org/10.26668/businessreview/2023.v8i9.3539
市场营销/市场营销管理，综合
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营销能力和品牌营销对...
食品营销的总体影响是儿童接触食品营销的功能以及这种营销的力量。暴露是指营销的范围和频率，而功率是指其内容和设计。虽然越来越多的文献描述了食品营销的力量，但较少的研究评估了特定的有说服力的营销技术或“权力”对儿童的影响。迄今为止，尚无研究专门研究成人针对成人的食品营销的影响（即缺乏专门针对儿童的营销技术）对儿童偏好的影响，也没有与成年营销营销的影响相比，与儿童目标营销的影响相比。此外，几乎没有证据表明与许可角色（即来自其他媒体的角色相比，tony the Tiger或Count Chocula）的不同类型的营销技术（例如，发言人的使用（即品牌拥有的角色）；此外，尽管暴露于食品营销对儿童的影响很明显，但品牌营销的影响（即以品牌内容为特色，但没有任何实际食品的营销）尚不确定，迄今为止尚无研究直接研究品牌营销对儿童的影响。
目的地营销
感谢哈德斯菲尔德大学的全力支持和鼓励、建议和一般性讨论。感谢 N. E. Marr 教授将我的梦想变成现实，帮助我实现了目标。感谢我的导师 G. Crowther 先生在整个研究期间提供的专业建议、形成性建议和友好帮助。感谢我的联合顾问 P. Reynolds 先生的帮助和建议。感谢哈德斯菲尔德大学管理和营销系主任 J. Handley 女士以及其他管理和营销系成员的关注和支持。感谢哈德斯菲尔德大学研究办公室主任 I. Pitchford 博士的支持和行政协助。感谢 Rosalind Watt 女士对语言的专业纠正以及在格式化和完成本研究方面的友好帮助。感谢 S. Bretton 女士的专业建议和协助。感谢 Nova Nasser 女士的专业建议、合作以及愿意提供有关约旦旅游业历史的宝贵信息。感谢 Abdul Jabbar 先生作为领先技术顾问提供的技术建议。 Dr. A. Al Quatamin、Dr. M. Akroush 和 Dr. B. Ala’ake 在问卷管理中给予的支持。Prof N. Al Qatamin 以及 Bridge International 学术服务成员的持续支持和鼓励。Dr. Maen、M. Al Qatamin 的技术建议和鼓励。M. Qatamin Qais 先生在实证调查中提供的宝贵帮助。
