دانلود رایگان مقاله لاتین نوآوری محصول ارزش برند عملکرد بازاریابی از سایت الزویر
عنوان فارسی مقاله:
نوآوری محصول به عنوان واسطه در تأثیر هزینه های تحقیق و توسعه و ارزش برند در عملکرد بازاریابی
عنوان انگلیسی مقاله:
Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical framework and hypotheses
2.1. Dynamic marketing capabilities and signaling theory DMC assert the role of marketing resources and organizational routines in firm processes, such as generating revenue by satisfying current customers, exploiting existing products and distribution channels, and advertising existing brands (Barrales-Molina, Martinez-Lopez, & Gazquez-Abad, 2014; cf. Bruni & Verona, 2009). Prior research (e.g., Barney, 1991; Kozlenkova, Samaha, & Palmatier, 2014; Wilden & Gudergan, 2015) recognizes the role of marketing resources, such as brands and customer and distribution relationships, in gaining and sustaining competitive advantages (Combs & Ketchen, 1999) but has generally ignored the fundamental processes by which resources are transformed into customer value (Srivastava, Fahey, & Christensen, 2001). Similarly, researchers focus on the role of DMC in developing competitive advantage in inter-firm competition, but ignore the intra- firm distribution of resources and how different brand signals from heterogeneous brand offers (brand portfolio and brand extension strategies) affect consumers, brand value and brand performance (Davcik, da Silva, & Hair, 2015). Both marketing (e.g., Aaker, 1996) and strategy (e.g., Amit & Schoemaker, 1993) literatures show that brands represent valuable firm resources. Firms develop strong brands using substantial investments in marketing communications (particularly advertising) to create strong consumer awareness and superior consumer attitudes toward the brand. One such value creation mechanism is a firm's brand equity and its market performance (Madden, Fehle, & Fournier, 2006). Brand equity is an important marketing concept because it provides theoretical and business mechanisms for understanding how marketing resources in the form of market knowledge and marketing assets affect brand performance, which in turn affects the overall prospect of a firm's competitive advantage.
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کلمات کلیدی:
Product innovation as a mediator in the impact of R&D expenditure ... https://publons.com/publon/538834/ Dec 1, 2016 - Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Product innovation as a mediator in the impact of R&D expenditure ... unibazaar.ir/.../product-innovation-as-a-mediator-in-the-impact-of-... Translate this page Jul 21, 2016 - Title: Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Authors: Piyush Sharma ... The Impact of Brand Equity and Innovation on the Long-Term ... journals.ama.org/doi/abs/10.1509/jmkr.45.3.293 by RJ Slotegraaf - 2008 - Cited by 129 - Related articles Rebecca J. Slotegraaf, Koen Pauwels (2008) The Impact of Brand Equity and ... (2016) Product innovation as a mediator in the impact of R&D expenditure and ... Market Knowledge Dimensions and Cross-Functional Collaboration ... https://journals.ama.org/doi/abs/10.1509/jmkg.71.1.95 by LM De Luca - 2013 - Cited by 745 - Related articles By showing the differential effects of market knowledge dimensions on .... innovation as a mediator in the impact of R&D expenditure and brand equity on ... Davcik, Nebojsa S. (0000-0003-1041-8788) - ORCID | Connecting ... orcid.org/0000-0003-1041-8788 Exploring the Influence of Brand Innovation on Marketing Performance Using ... innovation as a mediator in the impact of R&D expenditure and brand equity on ... [PDF]BI Norwegian Business School – Thesis - bibsys brage https://brage.bibsys.no/xmlui/bitstream/handle/11250/2443155/MSc0372016.pdf?... by A Chabanova - 2016 Sep 1, 2016 - finance implies that marketing expenditures should be considered ...... Marketing capabilities fully mediate the effects of R&D on brand (effect is. corporate social responsibility, customer - Questrom Publish - Boston ... https://questrompublish.bu.edu/cb/jm2006forthcoming.pdf by X Luo - Cited by 2020 - Related articles For example, Starbucks' superior brand equity and its successful CSR initiatives with ... addressed the direct impact of customer satisfaction on firm shareholder value ..... R&D intensity is the ratio of R&D spending to total assets. .... seems to fully mediate the direct impact of CSR on firm market value (though not fully mediate.
