The impact of brand value on brand competitiveness

Gupta, Suraksha, Gallear, David, Rudd, John and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2020) The impact of brand value on brand competitiveness. Journal of Business Research, 112 . pp. 210-222. ISSN 0148-2963 (doi:10.1016/j.jbusres.2020.02.033)

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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.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 29067
Notes on copyright: © 2020. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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Depositing User: Pantea Foroudi
Date Deposited: 13 Feb 2020 13:54
Last Modified: 30 Mar 2020 14:29
URI: https://eprints.mdx.ac.uk/id/eprint/29067

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