Abstract
This study explored the moderating effects of price informativeness on the relationship between brand value and firm positionality. We argued that major effects for price informativeness are not confined to its direct effects on a firm’s market position or value, but in its moderating effects on brand-firm relationship. At the same time, the analysis confirmed that price informativeness can negatively moderate brand value’s influence on firm positionality. This study has significant implications for firms to strategically position and implement their communication strategies in a better way as to rapidly respond to fluctuations in the firm’s positionality.
| Original language | English |
|---|---|
| Journal | Journal of General Management |
| Early online date | 28 Jul 2023 |
| DOIs | |
| Publication status | E-pub ahead of print - 28 Jul 2023 |
Funding
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Planning Project of Philosophy and Social Science of Guangdong “Study on Marketing Discourse of China’s Firms’ Internationalization (Project ID: GD19CGL04).” Humanities and Social Sciences Research Project of the Ministry of Education of China “The Impact Mechanism of Firm’s International Marketing Discourse on Consumer Behavior (Project ID: 20YJA630027).”
| Funders | Funder number |
|---|---|
| Ministry of Education of the People's Republic of China | 20YJA630027 |
| Guangdong Office of Philosophy and Social Science | GD19CGL04 |
Keywords
- brand value
- firm positionality
- price informativeness
- stock synchronicity
- strategic communication
ASJC Scopus subject areas
- Business, Management and Accounting (miscellaneous)
- Strategy and Management