How Innovation Types Drive Consumers’ Brand Perception—The Innovation-Brand-Interplay of Tech Giants

Jonas Steffl () and Jutta Emes ()
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Jonas Steffl: Bauhaus-Universität Weimar
Jutta Emes: Bauhaus-Universität Weimar

A chapter in Forum Markenforschung 2021, 2023, pp 171-216 from Springer

Abstract: Abstract Studies indicate that brand and innovation management can benefit from each other. Still, there is little empirical evidence that integrates these two streams. This paper examines the innovation-brand-interplay of Google, Amazon, and Apple by considering five innovation types (product, service, process, market, and business model innovation). Structural equation modeling (SEM) was carried out for data analysis. Our research is the first to empirically measure varying degrees of influence of specific innovation types on brand equity. As can be shown, especially product innovations, process innovations, and partly business model innovations can be important determinants for driving brand success. Moreover, strong brand equity is a prerequisite for a desired innovation adoption behavior and thus a key factor for innovation success.

Keywords: Innovation types; Brand equity; Brand innovativeness; Innovation adoption; Brand management; Innovation management (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39568-1_9

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DOI: 10.1007/978-3-658-39568-1_9

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