Effect of Brand capital on competitive Advantage with mediating role of marketing analytics in Ethiopian Manufacturing Firms: Extending Customer-Based Brand Equity Model and Transaction cost Economics Theory

Abstract

This research examines the relationship between brand capital, marketing analytics, and competitive advantage in large manufacturing firms, Sidama regional state, Ethiopia. Both Primary and secondary data were used in this study. The researchers used quantitative approach in the investigation. To collect data from respondents, structured questionnaire was employed. By
using stratified sampling with the help of Yamane 1967 formula, the researchers selected 394 participants from 29200 employees working in large manufacturing firms. Structural equation modeling was used along with exploratory factor analysis and confirmatory factor analysis to analyze data. The finding of the study indicated that brand capital has significant direct influence
on competitive advantage. In addition to this brand capital can promote marketing analytics which impacts competitive advantage in turn. In this investigation, marketing analytics was found to be partial mediator in the relationship. The finding of this study indicated the importance of marketing analytics to enhance competitive advantage of large manufacturing firms, and they
imply that large manufacturing firms should prioritize brand capital to be competitive in this dynamic business environment. The report emphasizes how marketing analytics and competitive advantage are interrelated in large manufacturing firms in Ethiopia and it revealed the significance of brand capital in this relationship. Ethiopian large manufacturing firms may better focus on brand capital and respond to enhance competitive advantage. The study's findings contribute to a better theoretical understanding of strategic and brand management and give important guidance to manufacturing firms aiming to strengthen their competitive advantage in this fast changing business landscape.