The Influence of Proactive Branding Strategies on Brand Performance: Evidence from Supplementary Food Firms in Thailand
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Abstract
This study examined the influence of proactive branding strategies on brand differentiation, customer engagement quality, customer experience enhancement, and brand performance, as well as analyzed the mediating roles of these variables on brand performance. Additionally, the study also explored the moderating role of the digital transformation level in the relationships among these variables. Data were collected from 122 Thai supplementary food businesses through a structured mail survey, and multiple regression analysis was used for data analysis. The findings revealed that 1) proactive branding strategies had a direct positive influence on brand differentiation, customer engagement quality, customer experience enhancement, and brand performance; 2) brand differentiation, customer engagement quality, and customer experience enhancement had a positive effect on brand performance; and 3) digital transformation level did not moderate most relationships in the model, it significantly strengthened the relationship between customer engagement quality and brand performance. For the implications, this study filled the existing literature’s void on documenting the effect of proactive branding on brand performance in emerging markets. Firms should focus more on strategic branding and adopt technology applications to make communications more effective, deepen customers’ attachment, and increase industry competitiveness. Further studies should extend to examine the casual factors that contributed to the implementation of proactive branding and its generalizability to different industries and contexts.
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