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Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth

Yao Li (College of Business, Henan University, Kaifeng, China)
Xuge Song (College of Business, Henan University, Kaifeng, China)
Mi Zhou (College of Business, Shanghai University of Finance and Economics, Shanghai, China) (School of Cultural Industry and Tourism Management, Henan University, Kaifeng, China)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 13 July 2022

Issue publication date: 4 May 2023

1695

Abstract

Purpose

This study examines the relationship between brand digitalization and brand market performance, mediated by brand competence and brand warmth and moderated by brand familiarity, from a consumer perspective.

Design/methodology/approach

This study conducted a 2 (brand digitalization: yes vs no) × 2 (brand familiarity: high vs low) between-subject experiment and administered a survey with 693 valid responses. Two-way analysis of variance, Hayes' PROCESS macro and a linear regression model were used to analyze the data.

Findings

Brand digitalization positively affects brand market performance, which is mediated by brand competence and brand warmth. In addition, brand familiarity has a moderating effect on the relationship between brand digitalization and brand market performance, as well as on the mediating effect of brand competence and brand warmth.

Practical implications

Brand managers should enhance the integration of digital technologies into brand building and management and develop brand communication strategies that emphasize brand digitalization based on consumers' brand familiarity.

Originality/value

This study advances current knowledge of the drivers of brand performance by constructing the concept of brand digitalization and examining its role in improving brand market performance. Additionally, this study deepens our understanding of the relationship between digital technology usage and consumer brand response by examining the mediating effect of brand competence and brand warmth and the moderating effect of brand familiarity.

Keywords

Citation

Li, Y., Song, X. and Zhou, M. (2023), "Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth", Journal of Research in Interactive Marketing, Vol. 17 No. 3, pp. 398-415. https://doi.org/10.1108/JRIM-03-2022-0107

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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