BRAND POSITIONING METHODS OF RESTAURANTS IN KAZAKHSTAN

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. 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. 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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