Effects of Brand Positioning on Customer Loyalty in Ethiopia’s retail Industry
This study examines the influence of brand awareness (BA), product differentiation (PD), and pricing strategy (PS) on customer loyalty (CL) within the retail sector of Ethiopia. Understanding the factors that drive customer loyalty is essential for retail businesses seeking to remain competitive in rapidly evolving markets. Drawing on marketing and consumer behavior perspectives, the study investigates how these strategic variables shape customers’ loyalty intentions and long-term relationships with retail brands.