| The research focuses on the core concept of Brand-Nation Connection(BNC),and explores the mechanisms through which the innovation and cultural assets of a company influence its sustainable competitiveness through this dual path.The top ten brands are selected for this study,including brands with certain perceived differences in categories such as Internet technology,home appliances,alcohol,and apparel.The relationship between innovation assets and "NB",cultural assets and "BN" is constructed through two influence paths.The relationship between brand and country linkages is further validated in the impact of corporate assets on sustainable competitiveness.Then,techno-nationalism and cosmopolitanism are introduced as moderating variables based on the perceived level of innovation and cultural assets.The results of this study show that corporate innovation assets and cultural assets can enhance the perception of sustainable competitiveness.For "NB",it is strongly influenced by innovation assets than cultural assets;for "BN",it is strongly influenced by cultural assets than innovation assets.Techno-nationalism positively moderates the role of innovation assets on "NB" and "NB" on the sustainable competitiveness of firms.Cosmopolitanism can positively moderate the role of "BN" on sustainable competitiveness,but can not moderate the role of cultural assets on the path of "BN".This study provides a new perspective on brand-nation linkages,complementing the research on corporate assets from the perspective of innovation assets and cultural assets,and suggests that the building of both corporate assets can contribute to the creation of national status for brands,providing a dual path for companies to build innovative or cultural brands.At the same time,it complements the content of consumers with cosmopolitanism or techno-nationalism in the direction of perception,and provides reference suggestions for consumer values in corporate brand building. |
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