...Yao Li; Xue Yao; Tiantian Li Purpose This study aims to develop and validate the concept of digital brand orientation and investigate its impact on brand performance. It also examines the serial mediating roles of data-driven brand strategy and brand digital capability advantage and the moderating...

... was conducted to examine the effects of general platform and fashion leadership capabilities on brand performance, brand assets and platform reputation. Findings Sellers' perceptions of both capabilities significantly enhance short-term brand performance, which can facilitate the development of long-term...