Strategic Alignment of Brand Building and AI-Based Customer Intelligence for Sustainable Enterprise Growth
DOI:
https://doi.org/10.22399/ijcesen.5179Keywords:
Strategic alignment, Brand strategic orientation, AI-based customer intelligence, Sustainable enterprise growth, Structural equation modeling, Digital transformationAbstract
In the contemporary digital economy, enterprises face increasing pressure to integrate brand-building strategies with advanced data analytics capabilities to sustain competitive advantage. This study investigates how the strategic alignment between Brand Strategic Orientation (BSO) and AI-Based Customer Intelligence Capability (AICIC) influences Sustainable Enterprise Growth Performance (SEGP). Drawing on a cross-sectional dataset of 320 medium and large enterprises across multiple sectors, the research employs structural equation modeling (SEM), mediation and moderation analysis, hierarchical clustering, and Random Forest regression to examine both linear and non-linear relationships. The findings reveal that while branding and AI capabilities independently contribute to growth, their synchronized integration—captured through the Strategic Alignment Index (SAI)—emerges as the most influential driver of sustainable performance. Strategic alignment significantly mediates the relationship between organizational capabilities and growth outcomes, and its impact is further strengthened in digitally intensive environments. Cluster and distribution analyses confirm the existence of distinct alignment typologies, with high-alignment enterprises demonstrating superior financial and relational outcomes. Machine learning results reinforce alignment as the dominant predictive variable, surpassing individual branding or AI indicators. The study advances theoretical understanding by conceptualizing alignment as a dynamic capability and offers managerial implications for embedding AI intelligence within brand governance frameworks. Ultimately, the research establishes that sustainable enterprise growth depends on the coherent orchestration of brand identity and AI-driven customer intelligence systems.
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