不同形式企业创新活动的品牌效应研究  

The Impact of Different Types of Firm Innovative Activities on Brand Effect

作　　者：王静[1] 李义敏 黄炜 WANG Jing;LI Yi-min;HUANG Wei(Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学,上海201620

出　　处：《技术经济与管理研究》2021年第8期36-40,共5页Journal of Technical Economics & Management

基　　金：国家社会科学基金青年项目(18CSH056);教育部人文社会科学研究青年基金项目(19YJC630091);上海市社科规划青年课题(2020EGL009)。

摘　　要：品牌效应是创新绩效产生的重要来源,但目前学术界基于消费者认知视角,研究企业创新活动转化为品牌效应并成功创新的问题较为缺乏。文章基于类别化认知加工和品牌原型理论,对消费者进行问卷调查,探讨由消费者创新感知形成品牌效应和创新绩效的作用机理,着重分析了产品、营销和技术创新三种创新活动形式。研究表明,不同形式企业创新活动均会对品牌购买倾向产生直接正向作用,品牌原型在创新感知与购买倾向之间起部分中介作用,但对三种创新活动存在差异,这反映了品牌效应在驱动企业创新绩效中的重要效力。研究结论进一步阐释了创新绩效的来源,揭示了企业创新活动转化为品牌效应的认知过程,对企业合理调控消费者创新感知、培养创新软实力并提升创新绩效具有一定启示。Brand effect is one of the essential sources of firm's innovation performance,however,with the perspective of customer perception,there is little attention paid to how firm innovative activities translate into brand effect.Based on the theory of categorization cognition processing and brand prototype,this paper conducts a questionnaire survey on real consumers,and discuss the mechanism of how consumers'innovation perception converts into brand effect and innovation performance.Specially,the influence of three types of firm innovation activities is explored,that is,product innovation,marketing strategy innovation and technology innovation.Through the analysis of consumer responses to innovation activities,this paper show that different types of firm innovative activities will have a direct,positive effect on brand preference.Besides,brand prototype plays a partial mediating role in innovation perception and brand preference,but its effect differs among three types of firm innovation activities,which reflects the crucial impact of brand effect in driving firm's innovation performance.These results provide a new theoretical explanation for the sources of innovation performance,and build an analytical framework for the cognitive process underlying the transformation of firm innovative activities into brand effect.Furthermore,the results have implications for firms to better manage consumers'innovation perception,cultivate soft power of innovation,and improve innovation performance.

关 键 词：品牌效应 品牌原型 产品创新 营销创新 技术创新 

分 类 号：F270[经济管理—企业管理]