Kayak, Murat (2017) THE EFFECTS OF PERCEIVED BRAND SUSTAINING INNOVATIVENESS ON FIRM PERFORMANCE. [Tesi di dottorato]

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Item Type: Tesi di dottorato
Lingua: English
Title: THE EFFECTS OF PERCEIVED BRAND SUSTAINING INNOVATIVENESS ON FIRM PERFORMANCE
Creators:
CreatorsEmail
Kayak, Muratmurat.kayak@gmail.com
Date: 15 October 2017
Number of Pages: 104
Institution: Università degli Studi di Napoli Federico II
Department: dep04
Dottorato: phd052
Ciclo di dottorato: 30
Coordinatore del Corso di dottorato:
nomeemail
Mele, Cristinacristina.mele@unina.it
Tutor:
nomeemail
Simoni, MicheleUNSPECIFIED
Date: 15 October 2017
Number of Pages: 104
Uncontrolled Keywords: sustaining innovation, branding, firm performance
Settori scientifico-disciplinari del MIUR: Area 13 - Scienze economiche e statistiche > SECS-P/08 - Economia e gestione delle imprese
Date Deposited: 19 Jan 2018 20:35
Last Modified: 12 Apr 2019 09:13
URI: http://www.fedoa.unina.it/id/eprint/12014

Abstract

Defining sustaining innovativeness as a measurement of the degree of “newness of a new product version”, which replaces previous existing products, this study analyses how the perception of firm brand sustaining innovativeness affects firm performance Approach is quantitative and based on primary data. Partial least square based structural equation modelling is used to test research hypotheses. This study aims to contribute to the literature by providing measurement scales to assess perceived brand sustaining innovativeness and how perceived brand sustaining innovativeness affects firm performance.

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