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The Relationship Between Entrepreneurial Orientation and Business Performance: the Mediating Role of Digital Brand Equity and the Moderating Effect of Industry Context

Year: 2025

Type: article

Abstract: This study explores how entrepreneurial orientation (EO) translates into business performance (BP) within an emerging digital economy, investigating the mediating role of digital brand equity (DBE) and the moderating effect of industry context. Using a moderated mediation model on survey data from 485 Vietnamese business leaders, the study finds that DBE fully mediates the relationship between EO and BP. The direct impact of EO becomes insignificant once DBE is accounted for. Furthermore, this indirect relationship is significantly stronger in the retail/commerce sector. The findings suggest that converting entrepreneurial energy into tangible performance hinges on building a strong digital brand, which is a crucial strategy for firms navigating competitive digital markets. This research contributes by testing foundational theories in an emerging market, identifying DBE as a critical mechanism explaining how EO influences performance, and highlighting industry context as a key boundary condition.

Source: Veredas do Direito Direito Ambiental e Desenvolvimento Sustentável

DOI: 10.18623/rvd.v22.n2.3148

Authors: Dinh Tuan Anh Trinh, Thi Cam Thuong Hoang

Institution: Vinh University

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: diamond

OpenAlex ID: W4414875840

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