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

Thi Minh Ly Pham, Cong Duc Tran, Thi Ha Huyen Trinh, Pham Tra Mi Le
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Abstract

This 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).

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顾客对创新活动的看法如何推动品牌偏好、购买和推荐:产品类别的调节作用
本研究从顾客认知和情感心态的角度研究了创新活动如何影响品牌绩效结果。基于 372 份顾客反馈的偏最小二乘法结构方程建模(PLS-SEM)和模糊集定性比较分析(fsQCA)的综合结果表明,产品、流程、商店和营销创新活动的组合在基于顾客的品牌资产方面产生了最佳结果,进而影响了购买和推荐。事后分析表明,与低科技产品类别(如护肤品和服装)相比,高科技产品(如智能手机)中的感知创新活动对品牌资产的影响较弱。这项研究证实,顾客对品牌创新活动的感知既来自技术创新(如尖端产品),也来自象征性创新(如新的营销传播)。
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来源期刊
CiteScore
3.40
自引率
13.60%
发文量
41
期刊介绍: The Canadian Journal of Administrative Sciences (CJAS) is a multidisciplinary, peer-reviewed, international quarterly that publishes manuscripts with a strong theoretical foundation. The journal welcomes literature reviews, quantitative and qualitative studies as well as conceptual pieces. CJAS is an ISI-listed journal that publishes papers in all key disciplines of business. CJAS is a particularly suitable home for manuscripts of a crossdisciplinary nature. All papers must state in an explicit and compelling way their unique contribution to advancing theory and/or practice in the administrative sciences.
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