...Lei Huang; LiHong Xiang; Chaoyan Wu Purpose Although the deployment of diverse brand capabilities is essential for business-to-business (B2B) firms to adapt to changing industrial market demands, the understanding of how brand ambidexterity (BA) influences brand performance (BP) remains limited...

... and incremental innovations influence the brand management capability, and subsequently, the brand performance in business-to-business firms. The key informant approach is used for data collection. Panel data are obtained using the services of a reputable research firm. Existing scales are used to measure...

... for testing the research hypotheses. Findings Brand orientation contributes to business growth via two indirect paths, the first one going through brand performance and the second one going through brand performance and customer relationship performance. However, although the effects are positive...