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The impact of brand value on brand competitiveness

机译：品牌价值对品牌竞争力的影响

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The role of brand value in driving brand competitiveness has recently received attention from marketing scholars like Winzar, Baumann, and Chu (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.
机译：品牌价值在提升品牌竞争力中的作用最近受到了Winzar，Baumann和Chu（2018）等市场营销学者的关注。从营销和战略定位的角度，我们提出并测试了一个框架，该框架描述了这些变量对品牌竞争力的影响。该框架的开发是通过整合来自营销和管理流的现有研究来实现的。在374个零售商的便利样本中，与该品牌作为其商业客户合作的零售商完成了调查问卷。结构方程模型（SEM）用于测试所提出的模型。我们发现，为企业客户创造的品牌价值可以通过市场导向间接地提高品牌竞争力，尽管不是直接的。此外，品牌差异化不仅会直接建立品牌价值，而且还会对品牌竞争力产生积极影响。我们的研究是探索品牌价值的能力的初步尝试之一，该能力将品牌竞争力的市场定位和战略定位结合在一起，并且扩展了有关驱动品牌竞争力的变量的当前知识范围。

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