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Article
Publication date: 22 November 2019

Blandine Hetet, Claire-Lise Ackermann and Jean-Pierre Mathieu

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this…

Abstract

Purpose

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and whether perceived brand innovativeness is reinforced by new product launch.

Design/methodology/approach

A total of 387 adults residing in France took part in a two-stage study. The two-stage research design aimed to investigate the effect of the introduction of a new product on brand perceptions. The innovation context used to test the hypotheses was the launch of a new electricity meter in the French market.

Findings

Brand innovativeness affects the way consumers evaluate new products launched by the brand. This effect is mediated by perceived newness and moderated by functional, hedonic and social consumer innovativeness. In addition, attitudes toward the brand improve as a result of the new product launch.

Research limitations/implications

Future research should test these hypotheses with other product categories and populations to provide external validity for the results and further investigate lack of support for some of the hypotheses.

Practical implications

The study’s findings highlight that the ability to develop and launch innovative products is not only know-how that is critical to innovation management but also a brand attribute stored in consumers’ minds that facilitates acceptance of the brand’s future new products.

Originality/value

This research addresses the underexplored question of how brand innovativeness and new product launch are interrelated. Extensive research has indeed shown the importance of customer-based brand equity and brand knowledge in evaluation and acceptance of new products. However, research on customer-based brand equity so far has paid limited attention to brand innovativeness. This research provides new findings on the relationship between brand innovativeness and new product evaluations.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 14 September 2015

Rahil Shams, Frank Alpert and Mark Brown

This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This…

Abstract

Purpose

This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI.

Design/methodology/approach

Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies.

Findings

The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is valid and reliable.

Originality/value

The present study is the first to identify the limitations of product and firm innovativeness conceptualizations with regards to brand innovativeness. It develops a unique and theoretically supported conceptualization and operationalization of CPBI. The first brand concept map for the concept of innovative brands is presented. The results of the studies indicate the measure’s ability to successfully predict important consumer behavior variables such as purchase intentions, and to demonstrate superior predictive performance compared with a key related scale in the mobile phone category.

Details

European Journal of Marketing, vol. 49 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 February 2016

Ravi Pappu and Pascale G. Quester

This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating…

Abstract

Purpose

This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory.

Design/methodology/approach

The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling.

Findings

The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship.

Practical implications

The results can help product managers in their brand management and promotion of new products.

Originality/value

Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.

Details

European Journal of Marketing, vol. 50 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 September 2017

Tim Oliver Brexendorf and Kevin Lane Keller

Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The…

Abstract

Purpose

Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer.

Design/methodology/approach

This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research.

Findings

Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture.

Research limitations/implications

More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity.

Practical implications

A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association.

Originality/value

The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 31 December 2020

Jialing Lin and Zhimin Zhou

The purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand

Abstract

Purpose

The purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness and how brand type moderates these relationships.

Design/methodology/approach

Data were collected using an online survey method, and structural equation modeling was employed to test the research hypotheses with a sample of 826 Chinese respondents.

Findings

The results demonstrate that utilitarian environmental benefits directly enhance green brand image. Both utilitarian environmental benefits and nature connectedness indirectly influence green brand image through GPV and brand innovativeness. Subsequently, green brand innovativeness positively affects GPV. The moderating effects of brand type on the relationships in the model are also established.

Practical implications

Organisations should enhance green value and brand innovativeness when adopting green brand positioning tools to strengthen green brand image and implement diverse green branding strategies between brands of physical goods and services.

Originality/value

Although previous studies have investigated how perceived benefits affect the development of brand image, the issue has not been examined based on the human associative memory framework from a green branding perspective. No empirical study has simultaneously included both green brand innovativeness and GPV in this formation process. Additionally, the moderating role of brand type in the model has not been explored previously.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 11 October 2018

Herbjørn Nysveen, Ove Oklevik and Per Egil Pedersen

This paper aims to examine the influence of a brand’s innovativeness and green image on customers’ sensory, affective, cognitive, relational and behavioral brand

Abstract

Purpose

This paper aims to examine the influence of a brand’s innovativeness and green image on customers’ sensory, affective, cognitive, relational and behavioral brand experience and, through that, on brand satisfaction.

Design/methodology/approach

To collect primary data, the study used a list of 1,754 e-mail addresses from a hotel in Norway. Of the invited respondents, 283 completed the questionnaire.

Findings

The study shows positive influences of perceived brand innovativeness and green image on the experience dimensions. The influences of the brand experience dimensions on brand satisfaction are mixed. The results indicate that the brand experience dimensions partially mediate the influences of perceived brand innovativeness and green image on brand satisfaction. The study also shows a positive influence of perceived brand innovativeness on perceived green image.

Practical implications

The paper highlights the importance of carefully managing brandsinnovativeness and green image to improve brand experiences and satisfaction with the hotel.

Originality/value

Few studies exist on hotel brand experience, and therefore, future studies should identify antecedents and consequences of hotel brand experience (King, 2017; Khan and Rahman, 2017). This paper examines the role of hotel brand experiences with an explicit focus on the antecedents of such experiences.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 9
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 11 May 2015

Aihwa Chang and Timmy H. Tseng

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the…

Abstract

Purpose

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength.

Design/methodology/approach

Two experiments were conducted to empirically test the hypotheses.

Findings

A significant three-way interaction of branding strategy, perceived fit and consumer innovativeness on the evaluation of the new products was found. A significant two-way interaction of branding strategy and perceived fit was also found. Situational clarity fully mediates the relationship between branding strategy and consumer product evaluations at various fit levels.

Practical implications

The theory of situational strength may shed light on the selection of target market when managers launch new products. Innovative consumers are the target market for the new products under new branding or low fit sub-branding; under brand extension or high fit sub-branding, consumers are the target for the new products regardless of their degree of innovativeness.

Originality/value

This is the first work to apply situational strength theory to a new product evaluation context. The theory provides a unified framework for explaining the cognitive processes involved when consumers use and combine marketing cues (i.e. branding strategies and fit levels) to evaluate new products; it also facilitates evaluating how the effects of consumer innovativeness are accentuated or attenuated based on various combinations of marketing cues. Most research on the evaluation of new products has examined the influence of consumer innovativeness, perceived fit or branding strategies as distinct entities. This study simultaneously examined the three.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 18 July 2008

Yu Henry Xie

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Abstract

Purpose

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Design/methodology/approach

This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number of research propositions are developed in this thought‐provoking work.

Findings

It is proposed that consumer innovativeness exerts considerable influence on consumers' acceptance of brand extensions when extension distance and types of extensions are examined. In addition, product information availability and interpersonal communication/influence (i.e. informative and normative) moderate the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Research limitations/implications

This study can help marketers develop appropriate and effective marketing strategies to influence consumers' acceptance of brand extensions. This study serves to provide guidance for brand managers and marketers alike in evaluating the potential success of their extended brands. On the other hand, the paper draws from the extant literature and theoretical discussion to develop research propositions. This approach might limit its depth and scope.

Originality/value

As the use of brand extensions intensifies in the marketplace, it is imperative to understand how consumer innovativeness exerts influence on acceptance of brand extensions. This study fills the research void in the literature and contributes to the extant literature by analyzing the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Details

Journal of Product & Brand Management, vol. 17 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 2 March 2012

Sunghyup Sean Hyun and Heesup Han

The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.

Abstract

Purpose

The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.

Design/methodology/approach

A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, a structural model was proposed. The model was tested utilizing data collected from 433 chain restaurant patrons.

Findings

Data analysis indicates that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions have a strong impact on innovativeness.

Research limitations/implications

The findings emphasize the significance of study variables in the formation of patrons' innovativeness in the chain restaurant context. These findings help restaurant practitioners in successful new menu/food product launch.

Originality/value

This study is the first to explain the formation of patrons' innovativeness in the chain restaurant industry. Given that a proper understanding of innovativeness is critical to achieving chain restaurants' business success, the model verified in this study may serve as a guideline for practitioners/researchers in this field.

Details

International Journal of Contemporary Hospitality Management, vol. 24 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 14 October 2019

Richard Huaman-Ramirez, Noël Albert and Dwight Merunka

This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand

Abstract

Purpose

This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.

Design/methodology/approach

In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed.

Findings

Brand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers.

Research limitations/implications

A limited number of fast-food brands was analyzed. Future studies should replicate the research model using different product categories to generalize the findings.

Practical implications

This study offers new opportunities for managers concerned by the optimization of their global brands management. First, the results demonstrate the interest of managers to increase the emotional and affective aspects of their global brands to make them more trustable. Second, brand managers should also emphasize the innovative aspects of their global brand. Indeed, it is essential for practitioners not only to propose frequently new and innovative products to consumers but also to follow the latest trends in their market. The more managers provide new, useful solutions to fulfill consumers’ needs, the more consumers will trust those global brands.

Originality/value

The mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.

Details

European Business Review, vol. 31 no. 6
Type: Research Article
ISSN: 0955-534X

Keywords

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