The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables

• Main Authors: Han-Wen Liu, 劉漢文
• Other Authors: Li-Ren Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/s4wuhs

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.