The Influence of Branding Capability and Competitive Advantage on Business Performance with Firm Age as a Moderating Variable

This study aims to examine previous research to determine the influence of branding capability and competitive advantage on business performance with firm age as a moderating variable. This study applies two theories, namely Dynamic Capability Theory and Resource-based View, to explain the relationship between variables. These theories are expected to be able to explain the effects that appear between variables in real terms. The research model and supporting arguments used in this study can contribute to advancing current discussion efforts in the field of marketing management and business administration. As a literature study article, this article contributes to developing a conceptual framework from the perspective of these two theories as an effort to fill the gaps in existing research. This article is essential for marketing management, business administration, and further research, considering that only a few previous studies have used the Dynamic Capability Theory and Resource-based View to test similar research models. However, this research carries a new framework that illustrates the contribution of branding capability and competitive advantage to business performance with firm age as a moderating variable.