Corporate Brand Strategy and Sustainable Competitive Advantage: A case of the Engineering Sector in South Africa.
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Authors
Dlokolo, AA.
Issue Date
2023-09
Type
Language
Keywords
Alternative Title
Abstract
This study focused on the impact of Corporate Brand Strategy (CBS) on competitive
advantage in the engineering industry in South Africa. In South Africa and
developed economies, the engineering industry is characterised by only a few large
firms, hence the engineering industry is an oligopoly market, with competitors of a
similar size and institutional capacities.
The study investigated the impact of Corporate Brand Strategy on Sustainable
Competitive Advantage (SCA) mediated by Form Level Resources in the South
African engineering industry.
A quantitative approach was used, with primary data collected using an online
survey of 200 respondents of a 5000 sample. A combination of descriptive and
correlation analysis was used to analyse the relationship between Sustainable
Competitive Advantage, Corporate Brand Strategy and Firm level Resources.
From the results, this study suggests that there is a significant positive relationship
between corporate brand strategy developed from firm level resources and
sustainable competitive advantage. Therefore, this study recommends that firms in
the engineering industry of South Africa should improve firm level resources in order
to enhance corporate brand strategy implementation and sustainable competitive
advantages.