| Abstract: |
Strategic marketing and brand management have emerged as critical determinants of organizational success in the contemporary hyper-competitive business environment. This empirical study investigates the intricate relationship between strategic marketing dimensions and brand management outcomes with specific reference to the Omani FMCG and D2C (direct-to-consumer) sector. The primary objective is to empirically validate how market segmentation, positioning strategy, integrated marketing communication (IMC), and digital marketing orientation influence brand equity, brand loyalty, and market performance. A quantitative research design was adopted, employing a structured questionnaire administered to 384 marketing managers, brand managers, and consumers in the Sultanate of Oman, covering Muscat and other governorates including Dhofar, North Al Batinah, and Ad Dakhiliyah. Data were collected using stratified sampling, both online and in person, between January and March 2026. Reliability was established through Cronbach's alpha (0.82-0.91), and validity through confirmatory factor analysis with Average Variance Extracted values exceeding 0.50. Statistical analysis included descriptive statistics, Pearson correlation, multiple regression, ANOVA, and structural equation modeling (SEM) using SPSS 26.0 and AMOS 24.0. Results indicate that all four strategic marketing dimensions correlate positively with brand equity (r=0.67 to 0.78, p |
