Effective Brand Positioning Strategies effects Brand Loyalty: A Comparative Study on Toyota and Honda

Abstract

This study was conducted to find out the impact of effective brand positioning strategies such as dissimilarity, favoribility, credibility, uniqueness on brand loyalty of Toyota and Honda customers. To conduct this research, the quantitative data collection method is utilized along with questionnaire adopted. The questionnaire was given to 208 respondents 104 to the customers of each brand Toyota and Honda. Reliability, frequency distribution, correlation and regression analysis were applied. For both Honda as well as Toyota, the relationship of each of these factors was found to be positive with brand loyalty. There were definitely some differences in the extent to which each of these had an impact on the brand loyalty but overall, the direction for all four of these factors was positive. This confirms that there is a relationship between brand positioning and brand loyalty which certainly exists and which cannot be ignored