数字营销与品牌竞争力：营销能力和运营能力的中介作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-07-22 DOI:10.1016/j.jretconser.2025.104429

Xingping Jia

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引用次数: 0

摘要

本研究从动态能力的视角，探讨营销能力和运营能力如何在数字营销（DM）与品牌竞争力（BC）之间起中介作用。通过分析2012年至2022年中国上市公司的数据，本研究提供了强有力的证据，证明企业决策通过其对营销和运营能力的影响来影响企业决策。研究发现DM与营销能力呈u型相关关系，并直接对经营能力产生有利影响。营销和运营能力都被证明可以显著提高BC。此外，研究结果表明，DM对企业成本的影响因公司所有权类型和战略重点的不同而不同。

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

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.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.