The effects of tech and non-tech innovation on brand equity in China: The role of institutional environments.

ABSTRACT: Recently, innovation has been a key driver of brand equity. However, the emerging economies provide a dynamic institutional environment that makes it difficult to explore the relationship between innovation and brand equity. By combining the brand equity literature and institutional theory, our research investigates the effects of technical and non-technical innovation on brand equity and how the effects vary within different institutional factors (product market development, regional legal environment). A sample composed of 124 listed companies in China from 2009 to 2014 was analyzed empirically and provides strong support for the theoretical predictions. The results confirm the positive effect of the two innovations on brand equity and the contingent effect of institutional factors as fo

SUBMITTER: Yao Q 

PROVIDER: S-EPMC6505746 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature