Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance

Journal of Business Research

Volumn 69, Issue 12, 2016, Pages 5662-5669

  Sharma, Piyush ^a   Davcik, Nebojsa S ^b   Pillai, Kishore Gopalakrishna ^c  

^a CURTIN UNIVERSITY   (Australia)

^b INSTITUTO UNIVERSITÁRIO DE LISBOA ISCTE IUL   (Portugal)

^c BRADFORD UNIVERSITY SCHOOL OF MANAGEMENT   (United Kingdom)

Author keywords

Brand equity; Market share; Marketing performance; Product innovation; R D expenditure, dynamic marketing capabilities; Signaling theory

Indexed keywords

EID: 84969544774     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2016.03.074     Document Type: Article

References (50)

1. Aaker, D.A., Building strong brands. 1996, The Free Press, New York.
2. Amit, R., Schoemaker, P.J.H., Strategic assets and organizational rents. Strategic Management Journal 14:1 (1993), 33–46.
3. Barney, J.B., Firm resources and sustained competitive advantage. Journal of Management 17 (1991), 99–120.
4. Barrales-Molina, V., Martinez-Lopez, F., Gazquez-Abad, J., Dynamic marketing capabilities: Toward an integrative framework. International Journal of Management Reviews 16:4 (2014), 397–416.
5. Beverland, M.B., Napoli, J., Farrelly, F., Can all brands innovate in the same way? A typology of brand position and innovation effort. Journal of Product Innovation Management 27:1 (2010), 33–48.
6. Bigliardi, B., Galati, F., Innovation trends in the food industry: The case of functional foods. Trends in Food Science & Technology 31 (2013), 118–129.
7. Boulding, W., Kirmani, A., A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality?. Journal of Consumer Research 20:June (1993), 111–123.
8. Bruni, D.S., Verona, G., Dynamic marketing capabilities in science-based firms: An exploratory investigation of the pharmaceutical industry. British Journal of Management 20 (2009), 101–117.
9. Bucklin, R., Russell, G., Srinivasan, V., A relationship between market share elasticities and brand switching probabilities. Journal of Marketing Research 35:February (1998), 99–113.
10. Burt, S., The strategic role of retail brands in British grocery retailing. European Journal of Marketing 34:8 (2000), 875–890.
11. Combs, J.G., Ketchen, D.J., Explaining interfirm cooperation and performance: Toward a reconciliation of predictions from the resource‐based view and organizational economics. Strategic Management Journal 20:9 (1999), 867–888.
12. Danneels, E., Kleinschmidt, E.J., Product innovativeness from the firm's perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management 18:6 (2001), 357–373.
13. Davcik, N.S., Sharma, P., Impact of product differentiation, marketing investments and brand equity on pricing strategies: A brand level investigation. European Journal of Marketing 49:5/6 (2015), 760–781.
14. Davcik, N.S., da Silva, R.V., Hair, J., Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management 24:1 (2015), 3–17.
15. De Jong, J.P.J., Vermeulen, P.A.M., Determinants of product innovation in small firms: A comparison across industries. International Small Business Journal 24:6 (2006), 587–609.
16. De Luca, L.M., Atuahene-Gima, K., Market knowledge dimensions and cross-functional collaboration: Examining the different routes to product innovation performance. Journal of Marketing 71:1 (2007), 95–112.
17. Dougherty, D., Interpretive barriers to successful product innovation in large firms. Organization Science 3:2 (1992), 179–202.
18. Efron, B., Bootstrap methods: Another look at the jackknife. The Annals of Statistics 7:1 (1979), 1–26.
19. Efron, B., Tibshirani, R., An introduction to the bootstrap. 1993, Chapman & Hall/CRC, Boca Raton, FL, USA.
20. Eisenhardt, K.M., Martin, J.A., Dynamic capabilities: What are they?. Strategic Management Journal 21:10–11 (2000), 1105–1121.
21. Erdem, T., Swait, J., Brand equity as a signaling phenomenon. Journal of Consumer Psychology 7:2 (1998), 131–157.
22. Erdem, T., Swait, J., Valenzuela, A., Brands as signals: A cross-country validation study. Journal of Marketing 70:1 (2006), 34–49.
23. Guan, W., From the help desk: Bootstrapped standard errors. The Stata Journal 3:1 (2003), 71–80.
24. Gupta, A.K., Raj, S., Wilemon, D., A model for studying R&D — Marketing Interface in the product innovation process. Journal of Marketing 50:2 (1986), 7–17.
25. Hamzaoui-Essoussi, L., Zahaf, M., Canadian organic food consumers’ profile and their willingness to pay premium prices. Journal of International Food and Agribusiness Marketing 24:1 (2012), 1–21.
26. Hausman, J.A., Specification test in econometrics. Econometrica 46:6 (1978), 1251–1271.
27. Hitt, M.A., Hoskisson, R.A., Kim, H., International diversification: Effects of innovation and firm performance in product-diversified firms. Academy of Management Journal 40:4 (1997), 767–798.
28. Ippolito, P.M., Bonding and non-bonding signals of product quality. Journal of Business 63:1 (1990), 41–60.
29. Khan, R., Grigor, J., Winger, R., Win, A., Functional food product development — Opportunities and challenges for food manufacturers. Trends in Food Science & Technology 30 (2013), 27–37.
30. Kirmani, A., The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research 17 (1990), 160–171.
31. Kozlenkova, I.V., Samaha, S.A., Palmatier, R.W., Resource-based theory in marketing. Journal of the Academy of Marketing Science 42:1 (2014), 1–21.
32. Langerak, F., Hultink, E.J., Robben, H.S.J., The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. Journal of Product Innovation Management 21:2 (2004), 79–94.
33. Lynn, G.S., New product team learning: Developing and profiting from your knowledge. California Management Review 3:38 (1998), 74–93.
34. Madden, T.J., Fehle, F., Fournier, S., Brands matter: An empirical demonstration of the creation of shareholder value through branding. Journal of the Academy of Marketing Science 34:2 (2006), 224–235.
35. O'Regan, N., Market share: The conduit to future success?. European Business Review 14:4 (2002), 287–293.
36. O'Sullivan, D., Abela, A.V., Marketing performance measurement ability and firm performance. Journal of Marketing 71:2 (2007), 79–93.
37. Peres, R., Muller, E., Mahajan, V., Innovation diffusion and new product growth models: A critical review and research directions. International Journal of Research in Marketing 27:2 (2010), 91–106.
38. Petrin, A., Train, K., A control function in consumer choice models. Journal of Marketing Research 47:February (2010), 3–13.
39. Rao, A.R., Ruekert, R.W., Brand alliances as signals of product quality. Sloan Management Review, 36, 1994, 87.
40. Rao, A.R., Qu, L., Ruekert, R.W., Signaling unobservable product quality through a brand ally. Journal of Marketing Research 36:May (1999), 258–268.
41. Rust, R.T., Ambler, T., Carpenter, G.S., Kumar, V., Srivastava, R.K., Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing 68:October (2004), 76–89.
42. Schmitt, B., Simonson, A., Marketing aesthetics: The strategic management of brands, identity, and image. 1997, Free Press, New York.
43. Simon, C.J., Sullivan, M.W., The measurement and determinants of brand equity: A financial approach. Marketing Science 12:1 (1993), 28–52.
44. Slotegraaf, R.J., Pauwels, K., The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research 45:3 (2008), 293–306.
45. Sriram, S., Balachander, S., Kalwani, M.U., Monitoring the dynamics of brand equity using store-level data. Journal of Marketing 71:2 (2007), 61–78.
46. Srivastava, R.K., Fahey, L., Christensen, H.K., The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management 27:6 (2001), 777–802.
47. Urban, G.L., Carter, T., Gaskin, S., Mucha, Z., Market share rewards to pioneering brands: An empirical analysis and strategic implications. Management Science 32:6 (1986), 645–659.
48. Wernerfelt, B., Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. The Rand Journal of Economics 19:3 (1988), 458–466.
49. Wilden, R., Gudergan, S., The impact of dynamic capabilities on operational marketing and technological capabilities: Investigating the role of environmental turbulence. Journal of the Academy of Marketing Science 43 (2015), 181–199.
50. Wooldridge, J.M., Econometric analysis of cross sectional and panel data. 2002, MIT Press, Cambridge, Massachusetts.