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

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

田正利(Chengli Tien) ； 陳建男(Chien-Nan Chen)

《管理學報》 39卷1期 (2022/03) Pp. 1-36

https://doi.org/10.6504/JMBR.202203_39(1).0001

摘要

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.

關鍵字

brand ； innovation ； intangible assets ； marketing ； cultural dimensions

並列摘要

本研究採縱貫性研究來探討主效果：研發強度、無形資產、行銷強度及聯合效應與品牌價值之間的關係，以及國家文化差異下之權力距離、個人主義及語言如何干擾這些主效果。結果顯示研發強度、無形資產及聯合效應對企業品牌價值不重要，但行銷強度則重要，其與品牌價值之關係呈現U字型。就國家文化影響而言，權力距離會干擾無形資產與品牌價值之曲線關係，而個人主義會干擾研發強度與品牌價值之曲線關係，及行銷強度與品牌價值之線性關係；此外，語言會干擾研發強度或無形資產與品牌價值之曲線關係，及無形資產與行銷強度之聯合效應與品牌價值之線性關係。

並列關鍵字

品牌 ； 創新 ； 無形資產 ； 行銷 ； 文化面向

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