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The impact of brand value on brand competitiveness
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Gupta, Suraksha, Gallear, David, Rudd, John M. and Foroudi, Pantea (2020) The impact of brand value on brand competitiveness. Journal of Business Research, 112 . pp. 210-222. doi:10.1016/j.jbusres.2020.02.033 ISSN 0148-2963.
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Official URL: https://doi.org/10.1016/j.jbusres.2020.02.033
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: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HG Finance |
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||||
Library of Congress Subject Headings (LCSH): | Brand choice, Branding (Marketing), Product management, Value, Competition | ||||||||
Journal or Publication Title: | Journal of Business Research | ||||||||
Publisher: | Elsevier | ||||||||
ISSN: | 0148-2963 | ||||||||
Official Date: | May 2020 | ||||||||
Dates: |
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Volume: | 112 | ||||||||
Page Range: | pp. 210-222 | ||||||||
DOI: | 10.1016/j.jbusres.2020.02.033 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 25 February 2020 | ||||||||
Date of first compliant Open Access: | 26 September 2021 | ||||||||
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