Contribution to theory

Previous research in the context of dDegree of innovation broadened the dimensions of pProduct
innovativeness by introducing and expanding on various aspects of a brand's innovation
activities. For example; Shiau (2014b) examined the tThe iImpact of Product Innovation On
Behavior Intention; Chen and Aklikokou (2019) examined the Mediating Effects of Perceived
Usefulness and Perceived Ease of Use; Ahmad et al. (2022) examined brand reputation as a
mediating effect; and Kim and Jones (2009) examined the moderating role of offline brand trust.
The current study advances this stream of research by examining the impact of using degree of
innovation on what?
Whether it affects brand's image and consumers' responses to product innovation.

Another significant theoretical implication of our research is that, Degree of innovation have a
direct relationship with brand image, such that high degree of innovation plays an important role
in building a strong brand image. This finding lends support to previous studies (Shiau, 2014b),
that also found a direct relationship between degree of innovation and brand image. However, we
also noticed that the degree of innovation also has an indirect effect on brand image through
perceived usefulness and brand reputation. High degree of innovation leads to high perceived
usefulness, which positively influences brand image and also high product innovation leads to
high brand reputation in the consumer’s mind , which positively influences brand image.
In our context, when a brand introduces a degree of innovation, it has an immediate impact on
their brand image as well as an indirect impact through brand reputation and perceived
usefulness. As a result, our study not only introduces a novel concept of degree of innovation,
but also provides a detailed explanation of how it influences the outcome of brand image.
This study further expands on the research on degree of innovation (e.g., Hur, Moon and Kim,
2019) by investigating the role of brand trust in the relationship between degree of innovation
and brand image . Although, previous studies (e.g., Bernarto et al., 2020; Parris and Guzman,
2023) established the positive signaling role of brand trust ; findings of this study indicate that
the effect of degree of innovation on brand image is significant when brand trust is either low or
high.
Perceived usefulness is a critical variable in many relationships between a brand and consumers
and innovation oriented brands can use perceived usefulness to improve their competitive
performance (Atulkar, 2020). Degree of innovation made by brands to improve the quality of
the products (Diallo, et al., 2021) that help increase the perceived usefulness of the product
which has a positive impact on the brand image (Herbst, Hannah and Allan, 2013). Consistent
with previous studies (e.g., Tiep-Le, Ngo and Aureliano-Silva, 2021; Quaye et al., 2022), our
findings imply that relevant degrees of innovation could also be used to enhance perceived
usefulness to propel positive brand image in favor of the brand.
This study further noticed that brand reputation is an indirect way through which degree of
innovation increases purchase brand image . Moreover , degree of innovation induces positive
brand reputation and since it shapes consumers’ perception, brand reputation, in turn increases
brand image. Degree of innovation has a positive impact on brand reputation by creating a
positive perception in the mind of consumer which then create a good brand image in the mind
of consumer.
contribution to practice:

Our findings lend credence to the notion that customers should value a brand's image as long as
these attempts are associated with relevant companies. A brand's reputation grows the more it
dedicates itself to creating creative items that appeal to individual consumers. Therefore, before
implementing new product ideas, managers ought to carefully assess how they would enhance
the brand's image. Consequently, it is imperative to view product innovation as integral to the
brand image rather than as a separate entity.

Reputational issues are common for brands when inventions in products don't work out as
expected. Managers need to ensure that new product innovations have an advantageous effect
on the brand and are pertinent enough to help them enhance the reputation of the brand.
Through achieving this, brands can foster brand trust, a measure of people's faith in and trust in
a brand that remains loyal throughout innovations. Finally, innovation can influence a
consumer's subjective evaluation of the overall quality or superiority of a good or service based
on their unique views, observations, and attitudes improving the brand's image. This is
demonstrated by the mediated effect of innovation on brand image via perceived usefulness.
These findings have ramifications for companies that spend a lot of money on research and
development to stand out from the competition and have a product that changes consumers'
perceptions of their brand.

Limitations and Future Research Directions:

There are several limitations regarding our research that need to be acknowledged. The product
innovation metrics included in this study are derived from measures modified from previous
brand image research (e.g., Davis, Epstein, & Shelton, 2006).
Further investigation ought to focus on creating metrics for product innovation that yield more
accurate outcomes. Future studies should look into the main cause of product innovation as well
as clarify the degree of product innovation. How do businesses determine what product
innovation is advantageous for their customers when the target population for a brand is so
diverse? Would this invention lead to a surge in the brand's image?

In order to strengthen the findings' , it is also intended to encourage researchers to validate the
investigation's conclusions in different contexts (such air conditioners, tablets, computers, etc.)
and with more participants. Such research could deepen our understanding of the fundamental
conditions for product innovation and expand our theoretical understanding of the process via
which innovation is perceived. Future research should incorporate additional product categories
in order to validate this paradigm and expand the findings. A more comprehensive viewpoint
would offer a deeper understanding of the effects of innovation in products on multiple levels.

Conclusion:

Within the framework of brand image research and new product innovation, this study has
tackled significant concerns. How does a new product innovation affect consumers’ perceptions
of brand image? What role does brand trust play in further strengthening this relationship? And
what impact can perceived utility and brand repute have on these kinds of concepts? Our
research provides context for the relationship between product innovativeness and brand image
by focusing on perceived usefulness, a significant but often overlooked mediating factor.
Furthermore, we find that brand image augments the product innovation–brand image
relationship. The study's findings show that early in a product's lifecycle, brand image beliefs
begin to take shape, and that effective innovation fosters these perceptions. Thus, product
innovation is a strategic tool that marketing managers can employ to enrich innovative products
and increase the credibility of their marketing signals. Therefore, our findings ought to
encourage managers to devote more effort to proposing innovative ideas that will improve the
company's reputation.