The Importance of Product Innovation in Driving Brand Success: An Empirical Study on Automotive Industry

J. Hanaysha
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引用次数: 3

Abstract

Nowadays, business markets are characterized by high competition and therefore, reinforcing brand success is one of the challenging tasks for organizations. One of the key indicators of brand success appears in an organization’s ability to form strong brand equity. Previous literature reported that consumers form decisions based on their perceptions of added values and unique offerings of a brand. Among the key factors that ensure value embeddedness and attractive offering is product innovation. However, despite the importance of product innovation in driving brand success and competitiveness, but there are very limited researches that investigated its link with brand equity. Therefore, this paper is designed to test the association between product innovation and brand equity in Malaysian automotive industry. The data were gathered using a survey method from a sample of 287 passenger car users in northern Malaysia. The outcomes of this study showed that product innovation had significant positive relationship with brand equity. The findings also confirmed that product innovation has significant positive relationship with all elements of brand equity; namely brand awareness, brand loyalty, brand image and brand leadership. These findings open avenues for future studies to further examine the role of product innovation in driving brand equity and competitiveness with regard to different brands.
产品创新对品牌成功的重要性:基于汽车行业的实证研究
如今,商业市场的特点是高度竞争,因此,加强品牌成功是组织的一个具有挑战性的任务。品牌成功的关键指标之一是组织形成强大品牌资产的能力。以前的文献报道,消费者形成的决策基于他们的感知附加值和独特的产品的品牌。确保价值嵌入和有吸引力的产品的关键因素之一是产品创新。然而,尽管产品创新在推动品牌成功和竞争力方面具有重要意义,但调查其与品牌资产之间关系的研究却非常有限。因此,本文旨在检验马来西亚汽车行业产品创新与品牌资产之间的关系。这些数据是通过对马来西亚北部287名乘用车用户的调查方法收集的。本研究结果显示,产品创新与品牌资产有显著正相关。研究结果还证实了产品创新与品牌资产各要素之间存在显著的正相关关系;即品牌知名度、品牌忠诚度、品牌形象和品牌领导力。这些发现为未来进一步研究产品创新在推动不同品牌的品牌资产和竞争力方面的作用开辟了道路。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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