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

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.