The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables
碩士 === 淡江大學 === 企業管理學系碩士班 === 102 === Brand marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate brand marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investig...
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ndltd-TW-102TKU051210602019-05-15T21:42:45Z http://ndltd.ncl.edu.tw/handle/s4wuhs The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables 品牌行銷策略對新產品開發績效之影響-以產品特性為干擾變數 Han-Wen Liu 劉漢文 碩士 淡江大學 企業管理學系碩士班 102 Brand marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate brand marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among implementation of brand marketing strategy, customer perceived value (CPV), and NPD performance. The second objective was to determine whether theimpact of customer perceived valueon NPD project performance was moderated by product characteristics. The results suggest that implementation of brand marketing strategy contributes significantly to customer perceived value. In addition, customer perceived value has a significant effect on NPD performance. The testing also supports a role for customer perceived value as a mediator in the relationship between brand marketing strategy implementation and NPD performance.Finally, the findings indicate that product characteristics have not a moderating effect on the relationship between customer perceived value and NPD performance. Li-Ren Yang 楊立人 2014 學位論文 ; thesis 84 zh-TW |
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碩士 === 淡江大學 === 企業管理學系碩士班 === 102 === Brand marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate brand marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among implementation of brand marketing strategy, customer perceived value (CPV), and NPD performance. The second objective was to determine whether theimpact of customer perceived valueon NPD project performance was moderated by product characteristics. The results suggest that implementation of brand marketing strategy contributes significantly to customer perceived value. In addition, customer perceived value has a significant effect on NPD performance. The testing also supports a role for customer perceived value as a mediator in the relationship between brand marketing strategy implementation and NPD performance.Finally, the findings indicate that product characteristics have not a moderating effect on the relationship between customer perceived value and NPD performance.
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Li-Ren Yang |
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Li-Ren Yang Han-Wen Liu 劉漢文 |
author |
Han-Wen Liu 劉漢文 |
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Han-Wen Liu 劉漢文 The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables |
author_sort |
Han-Wen Liu |
title |
The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables |
title_short |
The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables |
title_full |
The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables |
title_fullStr |
The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables |
title_full_unstemmed |
The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables |
title_sort |
effects of brand marketing strategy on new product development: product characteristics as moderating variables |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/s4wuhs |
work_keys_str_mv |
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