Substantive Innovation,Strategic Innovation and Brand Value
Taking the panel data of A-share listed companies in the list of China's 500 Most Valuable Brands from 2004 to 2020 as research samples,the study explores the impact of substantive and strategic innovations on brand value under the perspective of intellectual property protection.The study finds that:both substantive and strategic innovations can enhance brand value;intel-lectual property protection has an interfering moderating effect in the path of substantive and strategic innovations on brand val-ue;the moderating effect is characterized by a U-shape threshold,and when the level of intellectual property protection crosses the threshold,the impact of substantive and strategic innovations on brand value changes from inhibition to promotion;compared with strategic innovations,the impact of substantive innovations on brand value changes from inhibition to promotion at the threshold to a more positive effect.Compared with strategic innovation,the effect of substantive innovation on brand value is more significant both before and after the threshold.
NETL
NSTL
万方数据
