How customers' perceptions of innovation activities drive brand preference, purchase and recommendation: The moderating role of product category

Author:

Pham Thi Minh Ly1ORCID,Tran Cong Duc1ORCID,Trinh Thi Ha Huyen1,Le Pham Tra Mi1

Affiliation:

1. Faculty of Business Administration Ton Duc Thang University Ho Chi Minh Viet Nam

Abstract

AbstractThis study investigated how innovation activities impact brand performance outcomes from the perspective of customer cognitive and affective mindsets. The collective findings from both Partial Least Squares Structural Equation Modeling (PLS‐SEM) and fuzzy set qualitative comparative analysis (fsQCA), based on 372 customer responses, demonstrated that a combination of product, process, store, and marketing innovation activities produces optimal results in terms of customer‐based brand equity, subsequently influencing purchase and recommendation. Post‐hoc analysis revealed that perceived innovation activities exert a weaker influence on brand equity in high‐tech product categories (e.g., smartphones) compared to lower‐tech product categories (e.g., skin care products and apparel). This study confirmed that customers' perceptions of brand innovation activities result from both technological innovation (e.g., cutting‐edge offerings) and symbolic innovations (e.g., new marketing communications).

Publisher

Wiley

Subject

Management of Technology and Innovation,Marketing,Public Administration,Business and International Management

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. The impacts of coupon and discount on exposure and various stages of conversion funnel: An empirical investigation of the online food delivery service;Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration;2024-09-02

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