caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2024-5-112-126caer-1299Research ArticleНАЦИОНАЛЬНАЯ ЭКОНОМИКА: ВЕКТОРЫ РАЗВИТИЯNATIONAL ECONOMY: DEVELOPMENT VECTORSМЕТОДЫ ПОЗИЦИОНИРОВАНИЯ БРЕНДОВ РЕСТОРАНОВ В КАЗАХСТАНЕBRAND POSITIONING METHODS OF RESTAURANTS IN KAZAKHSTANhttps://orcid.org/0009-0002-1298-3449ШугаеваТ. Б.ShugayevaT.

Шанхай

Shugayeva Tamira Bolatovna – Master's student

Shanghai

shugaevatamira@gmail.comhttps://orcid.org/0000-0002-7643-9285КанагатоваД. Б.KanagatovaD.

Алматы

Candidate of Economic Sciences, PhD, Associate Professor, Deputy Director of the Business School at Satbayev University

Almaty

11227799@mail.ruШанхайский УниверститетКитайShanghai UniversityChinaКазахский национальный исследовательский технический университет им. К.И. СатпаеваКазахстанKazakh National Research Technical UniversityKazakhstan20242901202505112126Copyright © Шугаева Т.Б., Канагатова Д.Б., 20252025Шугаева Т.Б., Канагатова Д.Б.Shugayeva T., Kanagatova D.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/1299Цель исследования

Цель исследования. Данное исследование было направлено на разработку комплексной модели, изучающей взаимосвязь между отдельными усилиями по позиционированию бренда (цена, место и продвижение) и созданием капитала бренда. В частности, исследование было направлено на изучение посреднической роли трех измерений Капитал бренда, включая Воспринимаемое качество, Лояльность к бренду и Осведомленность/Имидж бренда, в установлении связи между независимыми и зависимыми переменными.

Методология

Методология. Исследование проводилось в контексте ресторанного рынка Алматы, Казахстан, где данные были собраны с помощью онлайн-опросников. Выборка состояла из клиентов, недавно посетивших один из ресторанов города. Для проверки двенадцати гипотез была использована модель структурных уравнений, которая предполагала положительную связь между переменными.

Оригинальность / ценность исследования. Данное исследование предоставляет ценную информацию для маркетологов, работающих в ресторанном бизнесе, а также для маркетологов других отраслей, которые стремятся разработать эффективные усилия по позиционированию бренда. Понимая факторы, которые способствуют укреплению капитала бренда, маркетологи могут разрабатывать и реализовывать стратегии, которые эффективно позиционируют их бренд в сознании потребителей.

Результаты исследования

Результаты исследования. Результаты показали, что Место и Цена являются критическими факторами в процессе формирования Капитал бренда на казахстанском ресторанном рынке, в то время как Продвижение не оказывает на него значительного влияния. В частности, было установлено, что место оказывает наиболее сильное положительное влияние на воспринимаемое качество, лояльность к бренду и осведомленность/имидж бренда, за которым следует цена. Полученные результаты свидетельствуют о том, что рестораны Алматы должны сосредоточиться на развитии своих физических мест и ценовых стратегий для создания сильного Капитала бренда.

Purpose of the research

Purpose of the research. The primary aim of this study was to develop a comprehensive model that investigates the relationships between selected Brand Positioning Efforts—namely Price, Place, and Promotion—and the development of Brand Equity. The research focused on assessing the mediating role of three key dimensions of Brand Equity: Perceived Quality, Brand Loyalty, and Brand Awareness/Image, in establishing a connection between the independent and dependent variables.

Methodology

Methodology. The study was conducted within the restaurant market in Almaty, Kazakhstan, using data collected from online questionnaires distributed to customers who had recently visited a restaurant in the city. The sample data were analyzed through a structural equation modeling approach to test twelve hypotheses that posited positive relationships among the variables.

Originality/Value of the research. This research provides significant insights into the factors that influence Brand Equity in a developing market context. By highlighting the importance of Place and Price over Promotion in building Brand Equity, the study offers practical implications for marketers within the restaurant industry and beyond, contributing to the body of knowledge on strategic brand positioning.

Findings

Findings. The findings indicated that Place and Price play critical roles in the process of building Brand Equity in the Kazakhstani restaurant market, while Promotion did not exhibit a significant influence. Place demonstrated the strongest positive impact on Perceived Quality, Brand Loyalty, and Brand Awareness/Image, followed by Price. The results emphasize that restaurants in Almaty should prioritize physical location and pricing strategies to effectively build Brand Equity.

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The authors declare that there are no conflicts of interest present.