How to cite this paper
Munir, A., Kadir, N., Umar, F., Pasryb, A & Sulaiman, S. (2024). Brand capabilities in digital marketing: The key to enhancing marketing performance.International Journal of Data and Network Science, 8(2), 947-956.
Refrences
Akoglu, H. E., Özbek, O., & Logistics. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-2148.
Anderson, E., & Weitz, B. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. 29(1), 18-34. doi:10.1177/002224379202900103
Ardolino, M., Rapaccini, M., Saccani, N., Gaiardelli, P., Crespi, G., & Ruggeri, C. (2018). The role of digital technologies for the service transformation of industrial companies. International Journal of Production Research, 56(6), 2116-2132.
Aswani, R., Kar, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1), 107-116. doi:https://doi.org/10.1016/j.ijinfomgt.2017.07.005
Aureliano-Silva, L., Strehlau, S., & Strehlau, V. (2018). The relationship between brand attachment and consumers' emotional well-being. Journal of Relationship Marketing, 17(1), 1-16.
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
Bleier, A., De Keyser, A., & Verleye, K. (2018). Customer engagement through personalization and customization. Customer engagement marketing, 75-94.
Brown, T. A. (2006). Confirmatory factor analysis for applied research. New York, NY, US: The Guilford Press.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice: Pearson uk.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249-269.
Corvello, V., Verteramo, S., Nocella, I., & Ammirato, S. (2022). Thrive during a crisis: the role of digital technologies in fostering antifragility in small and medium-sized enterprises. Journal of Ambient Intelligence and Humanized Computing, 1-13.
Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18-33. doi:https://doi.org/10.1002/dir.1020
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Faulds, D. J., Mangold, W. G., Raju, P., & Valsalan, S. (2018). The mobile shopping revolution: Redefining the consumer decision process. Business Horizons, 61(2), 323-338.
Frösén, J., Tikkanen, H., Jaakkola, M., & Vassinen, A. J. E. j. o. m. (2013). Marketing performance assessment systems and the business context.
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3), 114-135.
Grant, R. M. (1996). Prospering in Dynamically-Competitive Environments: Organizational Capability as Knowledge Integration. Organization Science, 7(4), 375-387. doi:10.1287/orsc.7.4.375
Gupta, S., & Malhotra, N. (2013). Marketing innovation: a resource‐based view of international and local firms. Marketing Intelligence & Planning, 31(2), 111-126. doi:10.1108/02634501311312026
Hair, J. F., Jr., Black, W., Babin, B., & Anderson, R. (2018). Multivariate Data Analysis 8th ed. Boston, MA: Cangage Learning.
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management, 31(2), 265-278.
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50.
Hughes, P., & Morgan, R. E. (2007). A resource-advantage perspective of product–market strategy performance & strategic capital in high technology firms. Industrial Marketing Management, 36(4), 503-517. doi:10.1016/j.indmarman.2006.01.003
Hunt, S. D. (2012). The evolution of resource‐advantage theory: Six events, six realizations, six contributions. Journal of Historical Research in Marketing, 4(1), 7-29. doi:10.1108/17557501211195046
Hunt, S. D., & Morgan, R. M. (1996). The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, 60(4), 107-114.
Hunt, S. D., & Morgan, R. M. (2017). The resource-advantage theory of competition: A review. Review of marketing research, 153-205.
Japutra, A., Ekinci, Y., & Simkin, L. (2018). Tie the knot: building stronger consumers’ attachment toward a brand. Journal of Strategic Marketing, 26(3), 223-240.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management. doi:10.1016/j.indmarman.2015.04.009
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing Performance Outcomes in Marketing. Journal of Marketing, 80(2), 1-20. doi:10.1509/jm.15.0287
Keller, K. (2013). Strategic brand management: Global edition: Pearson Higher Ed.
Kerdpitak, C. (2022). The effects of innovative management, digital marketing, service quality and supply chain management on performance in cultural tourism business. Uncertain Supply Chain Management, 10(3), 771-778.
Key, T. M., Keel, A. L., Czaplewski, A. J., & Olson, E. M. (2021). Brand activism change agents: Strategic storytelling for impact and authenticity. Journal of Strategic Marketing, 1-17.
Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435-459.
Kim, Y.-K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and textiles, 6(1), 1-16.
Kumar, P., & Singh, G. (2020). Using social media and digital marketing tools and techniques for developing brand equity with connected consumers. In Handbook of research on innovations in technology and marketing for the connected consumer (pp. 336-355): IGI Global.
Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39-59.
Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. 80(6), 69-96. doi:10.1509/jm.15.0420
Liao, J., Chen, J., & Dong, X. (2022). Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory. Asia Pacific Journal of Marketing and Logistics, 34(3), 506-523.
McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: Taste and audience in fashion blogging. Journal of Consumer Research, 40(1), 136-158.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375. doi:10.1016/j.indmarman.2010.08.005
Morgan, N. A., Jayachandran, S., Hulland, J., Kumar, B., Katsikeas, C., & Somosi, A. (2022). Marketing performance assessment and accountability: Process and outcomes. International Journal of Research in Marketing, 39(2), 462-481. doi:https://doi.org/10.1016/j.ijresmar.2021.10.008
Muchenje, C., Mtengwa, E., & Kabote, F. (2023). Building a Strong Brand: Future Strategies and Insights. In Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future (pp. 238-257): IGI Global.
Munir, A. R., Ilyas, G. B., Maming, J., & Kadir, N. (2019). The Effect of Geo-Cultural Product Attractiveness on Marketing Performance: A Conceptual Framework. Quality-Access to Success, 20(173), 54-58.
Munir, A. R., Ilyas, G. B., Maming, J., & Kadir, N. (2020). The role of geo-cultural product attractiveness and acculturative aesthetic attractiveness in enhancing the relationship between innovation and SMEs marketing performance. Management Science Letters, 10(14), 3419-3424. doi:10.5267/j.msl.2020.5.036
Munir, A. R., Kadir, N., Umar, F., & Ilyas, G. B. (2023). The impact of digital marketing and brand articulating capability for enhancing marketing capability. International Journal of Data Network Science, 7(1), 65-72.
Munir, A. R., Maming, J., Kadir, N., & Sobarsyah, M. (2021). Brand Resonancing Capability: The Mediating Role between Social Media Marketing and SMEs Marketing Performance Academy of Entrepreneurship Journal, 27(1), 1-12.
Nair, K., & Gupta, R. (2021). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development, 17(3), 318-328.
Naradda Gamage, S. K., Ekanayake, E., Abeyrathne, G., Prasanna, R., Jayasundara, J., & Rajapakshe, P. (2020). A review of global challenges and survival strategies of small and medium enterprises (SMEs). Economies, 8(4), 79.
Olsen, G. D., & Pracejus, J. W. (2020). Customized advertising: Allowing consumers to directly tailor messages leads to better outcomes for the brand. Journal of Business Research, 116, 245-257.
Pardo, C., Ivens, B. S., & Wilson, K. (2014). Differentiation and alignment in KAM implementation. Industrial Marketing Management, 43(7), 1136-1145. doi:10.1016/j.indmarman.2014.06.003
Pomirleanu, N., Schibrowsky, J. A., Peltier, J., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction. Journal of Research in Interactive Marketing, 7(3), 166-181. doi:10.1108/JRIM-01-2013-0006
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Poturak, M., & Softic, S. (2019). Influence of social media content on consumer purchase intention: Mediation effect of brand equity. Eurasian Journal of Business Economics, 12(23), 17-43.
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Raut, U. R., Brito, P. Q., & Pawar, P. A. (2020). Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity. 21(1), 162-175. doi:10.1177/0972150919846964
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Aureliano-Silva, L., Strehlau, S., & Strehlau, V. (2018). The relationship between brand attachment and consumers' emotional well-being. Journal of Relationship Marketing, 17(1), 1-16.
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
Bleier, A., De Keyser, A., & Verleye, K. (2018). Customer engagement through personalization and customization. Customer engagement marketing, 75-94.
Brown, T. A. (2006). Confirmatory factor analysis for applied research. New York, NY, US: The Guilford Press.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice: Pearson uk.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249-269.
Corvello, V., Verteramo, S., Nocella, I., & Ammirato, S. (2022). Thrive during a crisis: the role of digital technologies in fostering antifragility in small and medium-sized enterprises. Journal of Ambient Intelligence and Humanized Computing, 1-13.
Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18-33. doi:https://doi.org/10.1002/dir.1020
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Faulds, D. J., Mangold, W. G., Raju, P., & Valsalan, S. (2018). The mobile shopping revolution: Redefining the consumer decision process. Business Horizons, 61(2), 323-338.
Frösén, J., Tikkanen, H., Jaakkola, M., & Vassinen, A. J. E. j. o. m. (2013). Marketing performance assessment systems and the business context.
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3), 114-135.
Grant, R. M. (1996). Prospering in Dynamically-Competitive Environments: Organizational Capability as Knowledge Integration. Organization Science, 7(4), 375-387. doi:10.1287/orsc.7.4.375
Gupta, S., & Malhotra, N. (2013). Marketing innovation: a resource‐based view of international and local firms. Marketing Intelligence & Planning, 31(2), 111-126. doi:10.1108/02634501311312026
Hair, J. F., Jr., Black, W., Babin, B., & Anderson, R. (2018). Multivariate Data Analysis 8th ed. Boston, MA: Cangage Learning.
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management, 31(2), 265-278.
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50.
Hughes, P., & Morgan, R. E. (2007). A resource-advantage perspective of product–market strategy performance & strategic capital in high technology firms. Industrial Marketing Management, 36(4), 503-517. doi:10.1016/j.indmarman.2006.01.003
Hunt, S. D. (2012). The evolution of resource‐advantage theory: Six events, six realizations, six contributions. Journal of Historical Research in Marketing, 4(1), 7-29. doi:10.1108/17557501211195046
Hunt, S. D., & Morgan, R. M. (1996). The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, 60(4), 107-114.
Hunt, S. D., & Morgan, R. M. (2017). The resource-advantage theory of competition: A review. Review of marketing research, 153-205.
Japutra, A., Ekinci, Y., & Simkin, L. (2018). Tie the knot: building stronger consumers’ attachment toward a brand. Journal of Strategic Marketing, 26(3), 223-240.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management. doi:10.1016/j.indmarman.2015.04.009
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing Performance Outcomes in Marketing. Journal of Marketing, 80(2), 1-20. doi:10.1509/jm.15.0287
Keller, K. (2013). Strategic brand management: Global edition: Pearson Higher Ed.
Kerdpitak, C. (2022). The effects of innovative management, digital marketing, service quality and supply chain management on performance in cultural tourism business. Uncertain Supply Chain Management, 10(3), 771-778.
Key, T. M., Keel, A. L., Czaplewski, A. J., & Olson, E. M. (2021). Brand activism change agents: Strategic storytelling for impact and authenticity. Journal of Strategic Marketing, 1-17.
Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435-459.
Kim, Y.-K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and textiles, 6(1), 1-16.
Kumar, P., & Singh, G. (2020). Using social media and digital marketing tools and techniques for developing brand equity with connected consumers. In Handbook of research on innovations in technology and marketing for the connected consumer (pp. 336-355): IGI Global.
Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39-59.
Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. 80(6), 69-96. doi:10.1509/jm.15.0420
Liao, J., Chen, J., & Dong, X. (2022). Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory. Asia Pacific Journal of Marketing and Logistics, 34(3), 506-523.
McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: Taste and audience in fashion blogging. Journal of Consumer Research, 40(1), 136-158.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375. doi:10.1016/j.indmarman.2010.08.005
Morgan, N. A., Jayachandran, S., Hulland, J., Kumar, B., Katsikeas, C., & Somosi, A. (2022). Marketing performance assessment and accountability: Process and outcomes. International Journal of Research in Marketing, 39(2), 462-481. doi:https://doi.org/10.1016/j.ijresmar.2021.10.008
Muchenje, C., Mtengwa, E., & Kabote, F. (2023). Building a Strong Brand: Future Strategies and Insights. In Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future (pp. 238-257): IGI Global.
Munir, A. R., Ilyas, G. B., Maming, J., & Kadir, N. (2019). The Effect of Geo-Cultural Product Attractiveness on Marketing Performance: A Conceptual Framework. Quality-Access to Success, 20(173), 54-58.
Munir, A. R., Ilyas, G. B., Maming, J., & Kadir, N. (2020). The role of geo-cultural product attractiveness and acculturative aesthetic attractiveness in enhancing the relationship between innovation and SMEs marketing performance. Management Science Letters, 10(14), 3419-3424. doi:10.5267/j.msl.2020.5.036
Munir, A. R., Kadir, N., Umar, F., & Ilyas, G. B. (2023). The impact of digital marketing and brand articulating capability for enhancing marketing capability. International Journal of Data Network Science, 7(1), 65-72.
Munir, A. R., Maming, J., Kadir, N., & Sobarsyah, M. (2021). Brand Resonancing Capability: The Mediating Role between Social Media Marketing and SMEs Marketing Performance Academy of Entrepreneurship Journal, 27(1), 1-12.
Nair, K., & Gupta, R. (2021). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development, 17(3), 318-328.
Naradda Gamage, S. K., Ekanayake, E., Abeyrathne, G., Prasanna, R., Jayasundara, J., & Rajapakshe, P. (2020). A review of global challenges and survival strategies of small and medium enterprises (SMEs). Economies, 8(4), 79.
Olsen, G. D., & Pracejus, J. W. (2020). Customized advertising: Allowing consumers to directly tailor messages leads to better outcomes for the brand. Journal of Business Research, 116, 245-257.
Pardo, C., Ivens, B. S., & Wilson, K. (2014). Differentiation and alignment in KAM implementation. Industrial Marketing Management, 43(7), 1136-1145. doi:10.1016/j.indmarman.2014.06.003
Pomirleanu, N., Schibrowsky, J. A., Peltier, J., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction. Journal of Research in Interactive Marketing, 7(3), 166-181. doi:10.1108/JRIM-01-2013-0006
Pono, M., Mappigau, P., Nohong, M., Hamid, N., Amar, M. Y., Munizu, M., . . . AS, M. (2018). Strategy of Development on Core Competencies in Improving Competitivenes of Cocoa in Mamuju Regency, West Sulawesi Province. Academy of Strategic Management Journal, 17(4), 1-5.
Poturak, M., & Softic, S. (2019). Influence of social media content on consumer purchase intention: Mediation effect of brand equity. Eurasian Journal of Business Economics, 12(23), 17-43.
Prasad, V. K., Ramamurthy, K., & Naidu, G. M. (2001). The Influence of Internet-Marketing Integration on Marketing Competencies and Export Performance. Journal of International Marketing, 9(4), 82-110.
Pribadi, H., & Kanai, K. (2011). Examining and exploring Indonesia small and medium enterprise performance: An empirical study. Asian Journal of Business Management, 3(2), 98-107.
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying digital transformation paths in the business model of SMEs during the COVID-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 104.
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