THE IMPACT OF TECHNOLOGICAL INNOVATION ON BUILDING A TOP BRAND: THE MODERATING EFFECT OF REGIONAL DIFFERENCES
This study extends research relating to innovation and branding to answer the question of how technological innovation by a firm impacts the value of its top brand. This study examined dynamic models of innovation and branding derived primarily from resource-based theory and dynamic capability theory to test the hypotheses using longitudinal data on firms that own brands from the list of BusinessWeek’s top 100 global brands. The results indicate that technological innovation has some lagged effect on brand value and that whether the brands belong to Western firms or to Asian firms can change the degree of the impact of the main effect in our study.
Brand value Brand equity Innovation Marketing Advertising
Chengli Tien Celine Cho Hong-Jen Chiu
National Taiwan Normal University P.O. Box 26-1064, Taipei,Taiwan, 10699 Tamkang University National Taiwan University
国际会议
Academy of Innovation and Entrepreneurship 2010(2010创新与创业国际学术会议)
北京
英文
477-490
2010-07-09(万方平台首次上网日期,不代表论文的发表时间)