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How Innovation Types Drive Consumers’ Brand Perception—The Innovation-Brand-Interplay of Tech Giants

In: Forum Markenforschung 2021

Author

Listed:
  • Jonas Steffl

    (Bauhaus-Universität Weimar)

  • Jutta Emes

    (Bauhaus-Universität Weimar)

Abstract

Studies indicate that brand and innovation management can benefit from each other. Still, there is little empirical evidence that integrates these two streams. This paper examines the innovation-brand-interplay of Google, Amazon, and Apple by considering five innovation types (product, service, process, market, and business model innovation). Structural equation modeling (SEM) was carried out for data analysis. Our research is the first to empirically measure varying degrees of influence of specific innovation types on brand equity. As can be shown, especially product innovations, process innovations, and partly business model innovations can be important determinants for driving brand success. Moreover, strong brand equity is a prerequisite for a desired innovation adoption behavior and thus a key factor for innovation success.

Suggested Citation

  • Jonas Steffl & Jutta Emes, 2023. "How Innovation Types Drive Consumers’ Brand Perception—The Innovation-Brand-Interplay of Tech Giants," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 171-216, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39568-1_9
    DOI: 10.1007/978-3-658-39568-1_9
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