Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market

This paper examines the effects of information and communication technology (ICT) service innovation and its complementary strategies on brand equity and customer loyalty toward ICT service providers. We draw from research on brand equity and customer loyalty, ICT innovation management, and strategy complementarity to propose a model that includes new constructs representing ICT service innovation, i.e., service leadership, and its two...