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

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-05 DOI:10.1016/j.jbusres.2025.115235

Lefa Teng , Chenxin Xie , Xue Huang , Jun Ma

{"title":"The effects of dual-oriented branding strategies on brand equity through innovation investment","authors":"Lefa Teng , Chenxin Xie , Xue Huang , Jun Ma","doi":"10.1016/j.jbusres.2025.115235","DOIUrl":null,"url":null,"abstract":"<div><div>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.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115235"},"PeriodicalIF":10.5000,"publicationDate":"2025-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S014829632500058X","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

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.

查看原文本刊更多论文

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.