The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Saad Shahid
The Lahore Journal of Business, Volume 8, Issue 1, Apr-Sep 2019, pages 107-144, https://doi.org/10.35536/ljb.2019.v8.i1.a6

To understand how brand love can be created, this study examines the effect of brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) on brand love, by conceptualizing brand positioning effectiveness as a mediator. The proposed conceptual model was empirically studied with the responses of 607 young consumers from private universities in Pakistan. This study finds evidence of complementary mediation of brand positioning effectiveness between brand positioning strategies, and brand love in the context of high street fashion retail brands. For the brand managers, this study implies that the development of an interpersonal consumer-brand bond can be developed by employing benefit brand positioning strategy, surrogate brand positioning strategy and feature brand positioning strategy. This, as a result, also indicates the effectiveness of all three of these brand positioning strategies.