The Influence of Selected Marketing Strategies on the Brand Favorability: A Special Reference to the Yemeni Market

Abstract

The objective of this study is to determine the role of marketing strategies in brand favorability. It is a primary data research where data was collected through questionnaire. For analyzing purpose, AMOS and SPSS software have been used. A convenient sampling method was applied to select the respondents. The EFA is applied to construct the study dimensions. The validity and reliability were testing using the CFA outcomes. To test the hypotheses, the Structural Equation Modeling was used. The study found that, there is a positive and direct impact between distribution strategy, labeling strategy, advertising strategy, and brand favorability. Theoretically, the results can be used as a start point for making deep research in the same area. Practically, the results provide marketing managers with many suggestions for improving marketing strategies. The study results are limited only to the consumers in, small geographic area, Ibb town, Yemen.