Brand Innovation Dynamics (BID): Understanding Brand Innovation, Brand Equity, Internationalization and Firm Size in Greek Food and Beverage Exporting Companies

Abstract

Brand innovation (BI) constitutes a crucial factor for ensuring business competitiveness in today’s dynamic global environment, yet it remains underexplored compared to product and service innovation. This study investigates the role of BI within the Greek food and beverage industry by examining its relationship with brand equity, internationalization, and firm size. A research model incorporating these four variables is developed and tested. The findings indicate that BI has a direct positive effect on brand equity, while internationalization enhances BI. Conversely, firm size is negatively associated with BI, suggesting that smaller firms may be more flexible and innovative in branding strategies. Moreover, the results highlight the mediating role of BI between internationalization and brand equity. Overall, the paper emphasizes the importance of BI as a strategic driver for firms seeking to strengthen their market position and brand value in international contexts.