Abstract
Information technology innovations have become a strategic priority for service companies in building their brands and enhancing their customer-based brand equity. This paper develops a model relating innovation attributes and dimensions of customer-based brand equity of service brands, and puts brand innovativeness as a new moderator in this relationship together with perceived risk and perceived voluntariness of use. We use this model to look at the impact of service industry in this relationship through two survey-based quantitative studies, and find that the direct relationship between attributes of an IT innovation and dimensions of customer-based service brand equity shows some differences.
| Original language | English |
|---|---|
| Pages (from-to) | 150-184 |
| Number of pages | 34 |
| Journal | International Journal of Research, Innovation and Commercialisation |
| Volume | 5 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2024 |
Fields of science
- 303026 Public health
- 305909 Stress research
- 102 Computer Sciences
- 102006 Computer supported cooperative work (CSCW)
- 102015 Information systems
- 102016 IT security
- 502007 E-commerce
- 502014 Innovation research
- 502030 Project management
- 509026 Digitalisation research
- 501016 Educational psychology
- 602036 Neurolinguistics
- 501030 Cognitive science
- 502032 Quality management
- 502043 Business consultancy
- 502044 Business management
- 502050 Business informatics
- 502058 Digital transformation
- 503008 E-learning
- 509004 Evaluation research
- 301407 Neurophysiology
- 301401 Brain research
JKU Focus areas
- Digital Transformation
