The role of digital orientation and strategic emphasis in creating brand competitiveness

Chandana Manjunath, Manjunath Padigar and Kiran Pedada

Journal of Retailing and Consumer Services, 2024, vol. 80, issue C

Abstract: Although Brand Competitiveness (BC) has emerged as a key driver of brand performance, literature offers limited insights on how firms can improve and sustain BC. To uncover important antecedents of BC, we build on the resource-based theory and argue that Digital Orientation (DO), a key strategic orientation of modern businesses in an increasingly digital landscape, enhances BC and that a strategic emphasis on value creation strengthens the relationship between DO and BC. Using a novel database compiled from multiple sources and employing techniques like natural language processing, we find support for both of our predictions.

Keywords: Brand competitiveness; Digital orientation; Strategic emphasis. (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:80:y:2024:i:c:s0969698924002029

DOI: 10.1016/j.jretconser.2024.103906

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