Firm positionality and strategic communication: Analyzing the value of informativeness for managers

Abstract

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.