Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity

Abstract

Green innovation has received growing attention from the business sector in recent years, yet few studies have examined the internal mechanisms and contingent conditions that link green innovation to a firm's brand value. By integrating the brand value literature with the resource-based view (RBV), our research investigates the moderating roles of marketing capability and R&D intensity in the influence of green innovation strategy (GIS) on brand value. The System-GMM method was used to estimate a dynamic panel data model based on firm-level panel data from 164 listed companies in the global automotive industry between 2011 and 2018. The results confirmed that GIS has a positive impact on brand value, showing that automotive firms can use GIS to improve their brand value. Furthermore, the contingent effects of a firm's marketing capability and R&D intensity were supported. Marketing capability and R&D intensity positively moderate the relationship between GIS and brand value. The effect of GIS on brand value is more significant for firms with high R&D intensity and high marketing capability investment compared to those firms with low intensity and low investment. This study provides crucial theoretical and managerial implications for managers.