THE IMPLICATION OF BRAND EQUITY AND PRODUCT INNOVATION IN BUILDING MARKET PERFORMANCE; A CASE STUDY OF SONY DIGITAL CAMERA BUSINESS
In today’s world, the landscape of digital cameras has changed drastically. Gone are the days of bulky huge DSLRs now replaced with the sleeker, more compact mirrorless cameras. Leading this charge in a fundamental shift in the camera market is Sony with their innovative line of Alpha cameras, ja...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/61063 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In today’s world, the landscape of digital cameras has changed drastically. Gone are the
days of bulky huge DSLRs now replaced with the sleeker, more compact mirrorless
cameras. Leading this charge in a fundamental shift in the camera market is Sony with
their innovative line of Alpha cameras, jam packed with technology never seen before
in other cameras. Being a relative newcomer into this market has been a challenge for
Sony as they don’t have the history and reputation of other legacy camera
manufacturers. But being a first mover into an untapped market has given Sony a huge
jump start in contrast to their competitors. Therefore, the purpose of this dissertation is
to understand the impact that brand equity and product innovation has in building
market performance for the Sony Imaging Division. This being an exploratory research,
questionnaires will be sent out to test 3 hypotheses, the data will then be crunched
through structural equation modelling before coming to a conclusion. The dissertation
resulted in proving that brand equity has a direct impact on market performance but it
is unsure if product innovation positively affects market performance without the
assistance of brand equity. |
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