Brand Positioning Through Social Capital

The aim of the study is to explore the relationship between brand positioning and social capital, shedding light on how social capital can be strategically leveraged to enhance a brand’s position in the market. To achieve our research objective, we conducted a comprehensive literature review to establish the theoretical foundations on the topic under study. Subsequently, we collected primary data through surveys of 384 consumers within the Economically Active Population in the province of Tungurahua, Ecuador. The survey assessed consumers’ perceptions of brand identity, trust, and loyalty in relation to social capital. The data was analyzed using a specific quantitative method such as factor analysis. Our findings reveal that consumers perceive brands with higher levels of social capital as more trustworthy, authentic, and aligned with their values. In conclusion, social capital plays a pivotal role in shaping a brand’s position in the market.