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

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.