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BRAND COMPETITIVENESS: A CUSTOMER-BASED PERSPECTIVE
Rico Piehler,Chris Baumann,Gaki Wangmo 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
In pursuit of competitiveness, brands are critical as they represent valuable intangible assets that contribute to creating and sustaining competitive advantages. The emerging idea of brand competitiveness, defined as a brand’s outperformance of competing brands, represents a promising solution to the problem that existing branding constructs fail to incorporate competition as a relative concept. This article addresses three gaps in the current literature on brand competitiveness. It discusses conceptualizations of the construct, arguing for a customer-based perspective and introducing customer-based brand competitiveness (CBBC). It then explores the construct’s nomological network and suggests CBBC as a mediator of the strategic orientations–performance relationship, thus proposing customer-related and firm-related performance as consequences and several strategic orientations as antecedents. It finally reports on the development of a new measurement scale for brand competitiveness.