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

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  • Manjunath, Chandana
  • Padigar, Manjunath
  • Pedada, Kiran

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.

Suggested Citation

  • Manjunath, Chandana & Padigar, Manjunath & Pedada, Kiran, 2024. "The role of digital orientation and strategic emphasis in creating brand competitiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    • Handle: RePEc:eee:joreco:v:80:y:2024:i:c:s0969698924002029
    DOI: 10.1016/j.jretconser.2024.103906
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