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The impact of brand value on brand competitiveness

Lookup NU author(s): Professor Suraksha Gupta

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Abstract

The role of brand value in driving brand competitiveness has recently received attention from marketing scholars like Winzar et al. (2018). From the perspectives of marketing and strategic orientation, we propose and test a framework that depicts the effects of these variables on brand competitiveness. Development of the framework was achieved by synthesising existing research from the marketing and management streams. A convenience sample of 374 retailers who worked with the brand as its business customers completed a survey questionnaire. Structural Equation Modelling (SEM) was employed to test the proposed model. We found that brand value, created for business customers, indirectly enhances brand competitiveness through marketing orientation, albeit not directly. Moreover, brand differentiation directly and positively influences brand competitiveness in addition to building brand value. Our study is one of the initial attempts to explore the capability of brand value to bring together market orientation and strategic orientation for brand competitiveness and also extend the periphery of current knowledge about the variables that drive the competitiveness of a brand.

Publication metadata

Author(s): Gupta S, Gallear D, Rudd J, Foroudi P

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2020

Volume: 112

Pages: 210-222

Print publication date: 01/05/2020

Online publication date: 26/03/2020

Acceptance date: 12/02/2020

Date deposited: 13/02/2020

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier

URL: https://doi.org/10.1016/j.jbusres.2020.02.033

DOI: 10.1016/j.jbusres.2020.02.033

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