Exploring the pathway of improving B2B brand equity in digital era: integrating digital orientation to brand ambidexterity

Purpose This study aims to explore the impact of digital orientation on B2B brand equity. It also investigates the mediating role of brand ambidexterity – conceptualized as the dual capacity for brand exploitation and exploration – and examines how digital business intensity moderates the relationships between digital orientation and brand ambidexterity. Design/methodology/approach Anchored in dynamic capability theory, the study proposes an integrated framework encompassing digital orientation, brand exploitation, brand exploration, brand equity and digital business intensity. The model is empirically tested using partial least squares structural equation modeling (PLS-SEM) based on data collected from 220 Chinese B2B firms. Findings Results indicate that digital orientation positively influences brand equity, with brand exploitation and exploration serving as mediating pathways, but the mediating effect of ambidexterity balance was not supported. Digital business intensity was found to amplify the effect of digital orientation on brand exploitation, but not on brand exploration. Originality/value This study advances the strategic branding literature by positioning digital orientation as a key antecedent of B2B brand equity. It elucidates distinct mediating mechanisms – brand exploitation and exploration – and demonstrates the conditional role of digital business intensity, thereby offering nuanced insights for theory and practice in digital strategy and brand management.