دانلود رایگان ترجمه مقاله اثر واسطه ای نوآوری در طراحی بین تمایز برند و عملکرد برند (نشریه الزویر ۲۰۱۴)

اثر واسطه ای نوآوری در طراحی بین تمایز برند و عملکرد برند: شواهدی از بنگاه های تولید مبلمان در مالزی

The Mediating Effect of Design Innovation between Brand Distinctiveness and Brand Performance: Evidence from Furniture Manufacturing Firms in Malaysia

Abstract

The paper examines the relationships among brand distinctiveness, design innovation and brand performance of furniture manufacturers and the mediating effect of design innovation between brand distinctiveness and brand performance. Questionnaires were distributed to more than 500 manufacturers and 204 questionnaires were analyzed. A 49-item questionnaire which consists of brand distinctiveness, design innovation and brand performance were carried out to investigate the relations among these variables. Statistical evidence was found to confirm only functional innovation as one of the dimensions of design innovation that fully mediates the relationship between brand distinctiveness and brand performance. The paper researches the role of innovation-in a twofold perspective: innovation in product design innovation on brand performance, and as a mediator between brand distinctiveness and brand performance.

۱ Introduction

Brand distinctiveness, design innovation and brand performance are of particular importance to furniture manufacturing firms. These manufacturers in turbulent environments are struggling to maintain their brands with fierce competitors particularly from China and Vietnam. The central goal of this study is to understand the mediating effects of design innovation in the relationship between brand distinctiveness and brand performance. The significance of understanding brand performance is exemplified by the fact that brand performance is the key to a greater firm performance (Li & Calantone, 1998; Slater & Narver, 1995; Weerawardena, 2003). Numerous design innovation scholars asserted that design innovation has a crucial influence on branding (Dell ’Era & Verganti, 2009; Matthews & Wrigley, 2011; Norman & Verganti, 2012; Vianna, Vianna, Adler, Lucena, & Russo, 2012). Correspondingly, rich literature has devoted to the relationship between brand distinctiveness and innovation (Karjalainen & Snelders, 2010; Montana et al., 2007; Mozota, 2004, 2010b; Ravasi & Lojacono, 2005). However, the relationship between brand distinctiveness and innovation seems to have been overlooked. Abbing (2010) pointed out that brands add value to innovation where the direction of an innovation is highly influenced by the brand. Thus, a synergy of innovation and branding increases the barrier against competitors with the implementation of proactive firm management and efficient investment. It can also add integrity and authenticity to an innovation, knowingly that this innovation in this company is worth branded, and can overall make the innovation visible (Aaker, 2007; Abbing, 2010).

The predictions of the present study were as follows:

Hypothesis 1: The higher the brand distinctiveness implementation, the greater the performance of a firm’s brand

Hypothesis 2: Brand distinctiveness is a determinant of design innovation

H2a: Brand distinctiveness is positively related to aesthetic innovation

H2b: Brand distinctiveness is positively related to functional innovation

H2c: Brand distinctiveness is positively related to meaning innovation

H2d: Brand distinctiveness is positively related to typological innovation

Hypothesis 3: Design innovation is a determinant of brand performance

H3a: Aesthetic innovation is positively related to brand performance

H3b: Functional innovation is positively related to brand performance

H3c: Meaning innovation is positively related to brand performance

H3d: Typological innovation is positively related to brand performance

Hypothesis 4: Design innovation is a mediator between brand distinctiveness and brand performance

H4a: Aesthetic innovation mediates the effect of brand distinctiveness on brand performance

H4b: Functional innovation mediates the effect of brand distinctiveness on brand performance

H4c: Meaning innovation mediates the effect of brand distinctiveness on brand performance

H4d: Typological innovation mediates the effect of brand distinctiveness on brand performance