We offer a comprehensive list of six sources of innovation, build a conceptual framework wherein we discuss the relative strengths of these sources affecting brand equity.
We thank Bharath Rajan for his comments on an earlier version of the manuscript. Finally, we thank Renu and Jennifer Preyss for copyediting the manuscript. All authors contributed equally.
Kumar, V., Anand, A. and Nim, N. (2018), "Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm", Innovation and Strategy (Review of Marketing Research, Vol. 15), Emerald Publishing Limited, pp. 99-142. https://doi.org/10.1108/S1548-643520180000015006Download as .RIS
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