| Abstract | Companies recognize that innovation is an extremely important aspect of continual market domination. Companies that fail to innovate, often fail. However little is understood of the relationship between a company’s brand equity and the success or failure of its product innovations. This study seeks to explore the relationship between brand equity and product failures specifically the effect that brand equity has on the chance of product failure after launch in the primetime television market. Companies with higher brand equity are expected to have a higher chance of product successes. This hypothesis did not find support. Consequently, companies with lower brand equity were found to not have a higher chance of product success. This study also proposes that brand equity is not effected by product failures. Specifically the number of failures of a company does not affect the brand equity. This hypothesis found support. A discussion of these findings is presented below, along with directions for future research. |
