The effects of dual-oriented branding strategies on brand equity through innovation investment

Branding strategy serves as a comprehensive and forward-looking framework that guides firms’ decisions and behaviors. This research highlights the importance of branding strategy in boosting competitiveness and achieving long-term growth, particularly its driving role in firm innovation. Using a combination of qualitative and quantitative analyses, this research elucidates the concept and dimensions of branding strategy to specifically illustrate how the firms implement branding strategy. From the internal and external perspectives, both organization-oriented branding strategy and market-oriented branding strategy are shown to positively influence innovation investment, thereby enhancing brand equity. Further, this research demonstrates that executives’ long-term and innovation-oriented mindsets amplify the positive relationship between dual-oriented branding strategies and innovation investment. These findings contribute a fresh perspective to the interdisciplinary literature on branding and innovation while offering firms nuanced understanding and evaluation criteria for their strategic planning.