The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry
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Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Abstract
Purpose
The current study was developed in response to the profound impact of ethical practices on the beverage industry. It aims to examine the mediating role of perceived brand trustworthiness in the relationship between brand social responsibility and brand positioning in the Tanzanian beverage industry.
Design/methodology/approach
The study adopted a post-positivist approach, as it encompasses a deterministic perspective where causes are believed to determine outcomes or effects. The study focused on customers of two major beverage companies in Tanzania, namely Coca-Cola and Pepsi. Data were collected from 458 customers and analyzed using structural equation modeling.
Findings
The findings indicate that brand social responsibility serves as a valuable intangible asset, capable of establishing a competitive edge when integrated into the value proposition. Additionally, the results reveal that brand trustworthiness plays a mediating role in the connection between brand social responsibility and brand positioning.
Research limitations/implications
The study employed a convenience sampling technique; hence, generalization of the findings should be approached with caution.
Originality/value
This study represents one of the few scholarly endeavors that explore the role of social responsibility at the product brand level in establishing brand positioning. By doing so, it contributes to the advancement of knowledge concerning the impact of brand social responsibility on building competitiveness within the context of today's competitive business environment.
Description
Full-text. Available at: https://doi.org/10.1108/EJMS-09-2022-0059
Keywords
Brand social responsibility, Perceived brand truthworthiness, Brand positioning, Beverage industry, Mediation role
Citation
Amani, D. (2023). The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry. European Journal of Management Studies, 28(3), 213-227.