Digital marketing and brand competitiveness: The mediating role of marketing capability and operational capability

Abstract

From the lens of dynamic capabilities, this research explored how marketing capability and operational capability serve as intermediaries in the association between digital marketing (DM) and brand competitiveness (BC). Examining data from Chinese-listed companies spanning 2012 to 2022, the research presents robust evidence that DM influences BC via its impact on both marketing and operational capability. In particular, the study reveals a U-shaped association between DM and marketing capability, while exerting a favorable effect on operational capability directly. Both marketing and operational capability have been proven to significantly enhance BC. Additionally, the finding indicate that the impact of DM on BC differs based on the types of ownership and the strategic emphasis of the companies.