Firm Positionality and Strategic Communication

Xiao Lin Li, Tahir Mumtaz Awan, Farooq Mughal

OAI: oai:purehost.bath.ac.uk:openaire_cris_publications/01795285-693d-41d2-812c-ca88870c8a3f • DOI: https://doi.org/10.1177/03063070231188809

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.

brand value firm positionality price informativeness stock synchronicity strategic communication /dk/atira/pure/subjectarea/asjc/1400/1401 name=Business, Management and Accounting (miscellaneous) /dk/atira/pure/subjectarea/asjc/1400/1408 name=Strategy and Management