Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity

Green innovation has received growing attention from the business sector in recent years, yet few studies have examined the internal mechanisms and contingent conditions that link green innovation to a firm's brand value. By integrating the brand value literature with the resource-based view (RBV), our research investigates the moderating roles of marketing capability and R&D intensity in the influence of green innovation strategy (GIS) on brand...