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Keywords: Digital brand orientation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 08 May 2026
...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...
