IJIMT 2017 Vol.8(6): 482-487 ISSN: 2010-0248
doi: 10.18178/ijimt.2017.8.6.775

Impact of Product Innovation in Building Brand Equity on Consumer’s Choice with a Focus on Brand Resonance

Amit K. Sinha
Abstract— Despite abundance of empirical findings and the unprecedented interest, researchers still lack a fundamental understanding of the factors and the mechanisms through which innovation creates growth. Perhaps most frustrating has been the failure to find an empirical measure of innovative activity that offers deep insight into the underlying factors and mechanisms. There are likely as many definitions of “innovation” as there are experts. The term can be applied to new or improved products (as at Microsoft and Nintendo), processes (as at Toyota, Walmart, Procter & Gamble), experience (as at Disney, Google, Target), or business models (as at Hewlett Packard, Reliance, or Goldman Sachs).The recent study focuses on fundamental gap to measure the empirical findings of innovation impact on deep understanding of brand and further to investigate the sustaining effect of innovation on brands in terms of brand resonance. Though primarily the study doesn’t make an effort to define brand resonance but while developing the questionnaire for a sample size of 97 respondents, it has primarily structured the items based on the Customer-Based Brand Equity Pyramid developed by Keller under two major components i.e. emotional and rational route to brand relationship building to make strong connections between the consumer and the brand and which characterizes the brand resonance. The methodology applied for the research was primarily based on scale development of the independent and dependent variables. The probability factor in dependent value was more appropriate for logistic regression to test the hypotheses. The findings of the research contributed to the theory of brand resonance in relation to innovation strategy for the product categories where the deciding factor of the success is to adapt the technology within competitive innovation framework in a given time period.

Index Terms— Brand equity, innovation, brand resonance, logistic regression.

Amit K. Sinha is with MIT School of Business Pune, India (e-mail: amit_k_sinha@yahoo.com).

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Cite: Amit K. Sinha, " Impact of Product Innovation in Building Brand Equity on Consumer’s Choice with a Focus on Brand Resonance," International Journal of Innovation, Management and Technology vol. 8, no. 6, pp. 482-487, 2017.

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