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...
Paper Details
Title
The effects of tech and non-tech innovation on brand equity in China: The role of institutional environments
Published Date
May 8, 2019
Journal
Volume
14
Issue
5
Pages
e0215634 - e0215634
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