Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
Year of publication: |
December 2016
|
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Authors: | Sharma, Piyush ; St. Davčik, Nebojša ; Pillai, Kishore Gopalakrishna |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 12, p. 5662-5669
|
Subject: | Brand equity | Marketing performance | Market share | Product innovation | R&D expenditure | dynamic marketing capabilities | Signaling theory | Markenimage | Brand image | Innovation | Marketing | Produktentwicklung | New product development | Marketingmanagement | Marketing management | Markenführung | Brand management | Aktienmarkt | Stock market | Marktanteil | Forschungskosten | Research expenditure |
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