Influence of Positioning Strategy and Relationship Marketing Towards Brand Imaging

The purpose of the article (objective of the study is) to investigate the simultaneous and partial effect of positioning and relationship marketing strategies, as perceived by customers, towards brand image on customers of pre-paid GSM providers in Makassar. First, positioning strategy and relationship marketing have positive, partial, and simultaneousinfluence towards brand image of the pre-paid GSM cellular provider customers in Makassar. Secondly, positioning strategy relationship marketing and brand image have simultaneousinfluence towards brand loyalty of the pre-paid GSM cellular provider customers in Makassar. The originality of this study is that this is a comprehensive study analyzing the relationship between performance of positioning and marketing strategy, their relationship to brand image, and its implications towards brand loyalty.
Keywords: Brand Imaging, Brand Loyalty, Positioning Strategy, Relationship Marketing