Enhancing Marketing Performance Through Digital Brand Capabilities

Abstract

This research investigates the intricate interplay between ethical leadership, employee job satisfaction, and the development of strong digital brand capabilities within the Pakistani telecommunications sector. The primary objective of this study was to explore the role of digital brand capabilities on marketing performance, through the mediating effect of brand resonance capability, within the SMEs in the twin cities of Pakistan (Islamabad and Rawalpindi). This investigation delved into how different elements of digital branding, such as online presence, social media engagement, digital content quality, customer interaction, and brand storytelling, influence consumer perceptions and their subsequent purchasing decisions. To achieve this, a total of 306 questionnaires were distributed to consumers in these cities, ensuring a diverse representation of the target population. SPSS was employed to assess the hypotheses, providing a robust analytical framework for understanding the complex relationships between digital brand capabilities, brand resonance, and marketing performance. The study's results revealed a significant indirect positive association between digital brand capabilities and marketing performance, mediated by brand resonance capability. This indicates that while digital brand capabilities alone can influence marketing outcomes, their impact is significantly enhanced when they improve the brand resonance of the product. An intriguing aspect unearthed in this research is the mediating role of brand resonance in the relationship between digital brand capabilities and marketing performance. These findings bear particular importance for managers and marketers in the SMEs, emphasizing the need for the effective implementation of robust digital branding strategies. By focusing on improving digital brand capabilities, companies can enhance the perceived value and emotional connection of their brands, leading to increased marketing performance. The study recommends that organizational leadership incorporate strategies to enhance digital branding attributes, such as investing in high-quality digital content, ensuring active and engaging social media presence, and employing compelling brand storytelling to improve overall marketing performance.