Strategic Corporate Communication and Technological Capabilities as Determinants of Brand Resilience in Small and Medium-Sized Enterprises (SMEs) in Kenya.

Small and Medium-Sized Enterprises (SMEs) constitute the backbone of Kenya’s economy, yet they remain highly vulnerable to reputational shocks, technological disruption, and environmental turbulence. Despite growing recognition of communication and digital capability as strategic assets, limited empirical attention has been directed toward understanding how strategic corporate communication and technological capabilities jointly shape brand resilience in emerging market contexts. This study examined the influence of strategic corporate communication and technological capabilities on brand resilience among registered SMEs in Nairobi County, Kenya. Anchored in Strategic Corporate Communication Theory and Dynamic Capabilities Theory, the study adopted a descriptive cross-sectional design and utilized structured questionnaires administered to senior managers. Census sampling targeted 100 SMEs, yielding an 87% response rate. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression modeling. Findings revealed that both strategic corporate communication and technological capabilities exerted positive and statistically significant effects on brand resilience. The regression model explained 88.8% of the variation in brand resilience (R² = 0.888), indicating strong explanatory power. The results demonstrated that SMEs that strategically align communication practices with organizational objectives and invest in digital infrastructure, analytics, and innovation are better positioned to maintain reputation stability, customer loyalty, and adaptive capacity during crises. The study contributes to theory by integrating communication and technological perspectives within a resilience framework and offers practical implications for SME managers and policymakers seeking to strengthen sustainable competitiveness in digitally mediated environments.