Title: IT innovations, service equity and brand innovativeness: an analysis and comparison of service industries

Authors: Gözem Güceri Ucar; Stefan Koch; Gulden Asugman; Asli Basoglu

Addresses: Department of Management, Bogazici University, 34342 Bebek, Istanbul, Turkey ' Department of Business Informatics, Information Engineering, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria ' Department of Management, Bogazici University, 34342 Bebek, Istanbul, Turkey ' Alfred Lerner College of Business and Economics, University of Delaware, Newark, DE 19716, USA

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.

Keywords: innovation attributes; service industry; brand innovativeness; customer-based brand equity; CBBE.

DOI: 10.1504/IJRIC.2024.140362

International Journal of Research, Innovation and Commercialisation, 2024 Vol.5 No.2, pp.150 - 184

Received: 23 Jan 2024
Accepted: 27 Mar 2024
Published online: 05 Aug 2024 *

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