Thi Minh Ly Pham, Cong Duc Tran, Thi Ha Huyen Trinh, Pham Tra Mi Le
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How customers' perceptions of innovation activities drive brand preference, purchase and recommendation: The moderating role of product category
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).
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.