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IT innovations, service equity and brand innovativeness: an analysis and comparison of service industries

Author

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  • Gözem Güceri Ucar
  • Stefan Koch
  • Gulden Asugman
  • Asli Basoglu

Abstract

Information technology innovations have become a strategic priority for service companies in building their brands and enhancing their customer-based brand equity. This paper develops a model relating innovation attributes and dimensions of customer-based brand equity of service brands, and puts brand innovativeness as a new moderator in this relationship together with perceived risk and perceived voluntariness of use. We use this model to look at the impact of service industry in this relationship through two survey-based quantitative studies, and find that the direct relationship between attributes of an IT innovation and dimensions of customer-based service brand equity shows some differences.

Suggested Citation

  • Gözem Güceri Ucar & Stefan Koch & Gulden Asugman & Asli Basoglu, 2024. "IT innovations, service equity and brand innovativeness: an analysis and comparison of service industries," International Journal of Research, Innovation and Commercialisation, Inderscience Enterprises Ltd, vol. 5(2), pages 150-184.
    • Handle: RePEc:ids:ijrici:v:5:y:2024:i:2:p:150-184
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