Advertising appeals strategy: Moderating effect on the relationship between innovation and customer equity drivers in China

Hao Zhang, Eunju Ko, Charles R. Taylor

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

This study focuses on the relationship between innovation and customer equity drivers and the moderating effect of advertising appeals on this relationship. First, the authors divided innovation into incremental innovation and radical innovation, and explained the influences of each type of innovation on drivers of customer equity based on literature review. Second, the authors tested the conceptual model using structural equation modeling find out the effects of innovation. Third, the authors also tested the effect of advertising appeal using moderating regression. The results indicate that both incremental innovation and radical innovation can positively influence value equity, relationship equity, and brand equity. Functional advertising appeal is more useful than emotional advertising appeal for radical innovation. On the contrary, emotional advertising appeal is more useful than functional advertising appeal for incremental innovation.

Original languageEnglish
Pages (from-to)111-136
Number of pages26
JournalAdvances in International Marketing
Volume21
DOIs
Publication statusPublished - 2011 Dec 1

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All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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