Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity

Green innovation has received growing attention from the business sector in recent years, yet few studies have examined internal mechanisms and contingent conditions that link green to a firm's brand value. By integrating value literature with resource-based view (RBV), our research investigates moderating roles of marketing capability R&D intensity influence strategy (GIS) on The System-GMM method was used estimate dynamic panel data model based firm-level 164 listed companies global automotive industry between 2011 2018. results confirmed GIS positive impact value, showing firms can use improve their Furthermore, effects were supported. Marketing positively moderate relationship effect is more significant for high investment compared those low investment. This study provides crucial theoretical managerial implications managers.