研發強度、無形資產與行銷強度對品牌價值之影響:國家文化之干擾效果

Translated title of the contribution: The Effect of R&D Intensity, Intangible Assets, and Marketing Intensity on Brand Value: The Moderating Influence of National Culture

Chengli Tien*, Chien Nan Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

The study employs a longitudinal approach to observe the main effects of R&D intensity, intangible assets, and marketing intensity, as well as their joint effects, on building brand value. The longitudinal data were also used to analyze the moderating effects of national cultural differences in power distance, individualism, and language on the respective main effects. The results revealed that R&D intensity, intangible assets, and joint effects do not matter in the process of building a top brand, but marketing intensity does and has a U-shaped relationship with brand value. Under some circumstances, national cultural differences matter when building a top brand because power distance can moderate the curvilinear relationship between intangible assets and brand value, and individualism can interact with R&D intensity to affect brand value in their curvilinear relationship, but it can moderate the linear relationship between marketing intensity and brand value. Additionally, language can interact with R&D intensity or intangible assets to affect brand value in their curvilinear relationships, and it can also significantly moderate the linear relationship between the joint effect of intangible assets and marketing intensity and brand value.

Translated title of the contributionThe Effect of R&D Intensity, Intangible Assets, and Marketing Intensity on Brand Value: The Moderating Influence of National Culture
Original languageChinese (Traditional)
Pages (from-to)1-36
Number of pages36
JournalJournal of Management and Business Research
Volume39
Issue number1
DOIs
Publication statusPublished - 2022

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing
  • Business, Management and Accounting (miscellaneous)
  • Finance

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