• Login
    View Item 
    •   NRU
    • Journal Publications
    • Social Sciences
    • Social Sciences
    • View Item
    •   NRU
    • Journal Publications
    • Social Sciences
    • Social Sciences
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Other proprietary brand assets and competitive advantage in beer products in Kabale District, South Western Uganda

    Thumbnail
    View/Open
    Article (281.1Kb)
    Date
    2020
    Author
    Agaba, Moses
    Sunday, Arthur
    Metadata
    Show full item record
    Abstract
    In the current business environment, firms are required to be more competitive and hostile. Other proprietary brand asset is used by business organizations to gain competitive advantage. This study adopted the resource-based business model that provides a framework for identifying unique set of resources and shifts the approach of assessing competitive advantage from the external to the internal environment that is the resource power This is a descriptive questionnaires-based survey of 1,783 wholesalers, retailers, customers, brand and marketing managers of Nile Special Lager, Eagle Lager, Senator Extra Lager, Club and Bell beer products sold in Kabale District of Uganda. Simple random sampling was used to select alcoholic beverages products and producers while purposive sampling was adopted to select shopping centers where consumer information was collected after pilot marketing investigation.
    URI
    https://www.kab.ac.ug/wp-content/uploads/2021/01/Agaba-and-sunday.pdf
    https://nru.uncst.go.ug/handle/123456789/5783
    Collections
    • Social Sciences [912]

    Research Dissemination Platform copyright © since 2021  UNCST
    Contact Us | Send Feedback
    Partners
     

     

    Browse

    All of NRU
    Communities & CollectionsBy Issue DateAuthorsTitlesSubjects
    This Collection
    By Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    Research Dissemination Platform copyright © since 2021  UNCST
    Contact Us | Send Feedback
    Partners