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首页> 外文期刊>Journal of Marketing and Consumer Research >The Mediating Effects of Customer Equity Drivers on the Relationship between Perceived Brand Innovativeness and Customer Engagement
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The Mediating Effects of Customer Equity Drivers on the Relationship between Perceived Brand Innovativeness and Customer Engagement

机译：客户资产驱动因素对品牌创新感与客户参与度之间关系的中介作用

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摘要

Many researches have emphasized on the strategic outcomes of firms’ innovativeness and the importance of the association between innovativeness of firms, external environmental factors, and organizational performance. However, in the literature less stress was put on the branding theory level and the ways brand innovativeness may reinforce the company’s marketing capabilities and performance specifically the customer relationship management capabilities. In an attempt to address this research gap, this paper investigates how brand innovativeness (especially product innovativeness) affects the customer equity drivers brand equity and relationship equity and how these relationships may contribute to generating drivers of Customer Engagement. Using regression analysis and mediation analysis with AMOS, we found that there is a positive relationship between perceived brand innovativeness and customer engagement willingness and relationship equity acts as a significant mediator in that relationship. The present paper fills a knowledge gap in the customer engagement literature and deepens our understanding of the relationship between perceived brand innovativeness and customer engagement willingness by empirically examining and determining the role of two customer equity drivers as intervening variables: customer-based brand equity and relationship equity.
机译：许多研究都强调企业创新的战略成果以及企业创新，外部环境因素和组织绩效之间关联的重要性。但是，在文献中，对品牌理论水平以及品牌创新可能会增强公司的营销能力和绩效（特别是客户关系管理能力）的方式的关注较少。为了解决这一研究空白，本文研究了品牌创新（尤其是产品创新）如何影响客户资产驱动力，品牌资产和关系资产，以及这些关系如何有助于产生客户参与的驱动力。通过使用AMOS进行回归分析和中介分析，我们发现感知到的品牌创新性与客户参与意愿之间存在正相关关系，关系资产在该关系中起着重要的中介作用。本文填补了客户参与文献中的知识空白，并通过实证研究并确定了两个客户资产驱动因素作为中间变量（基于客户的品牌资产和关系）的作用，加深了我们对感知的品牌创新性和客户参与意愿之间关系的理解。公平。

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