Search results
1 – 10 of over 7000Rahil 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 paper…
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
Keywords
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 role of…
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
Keywords
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 latter is…
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
Keywords
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 effect and…
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
Keywords
Sehrish Naz, Muhammad Asrar-ul-Haq, Anam Iqbal and Misbah Ahmed
This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and…
Abstract
Purpose
This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and communication strategy as moderating variables to validate relationship between innovativeness and perceived quality from the perspective of Generation M.
Design/methodology/approach
Cluster sampling method is used and data is collected from 451 graduates studying in different universities of Sahiwal division to know their perception regarding mobile phones brands. Structural equation modelling technique is used, and all analyses are performed using SPSS 23.0 and SmartPLS 2.0 to know the findings of the study.
Findings
This study finds positive significant nexus between innovativeness-satisfaction, innovativeness-perceived quality and perceived quality-customer satisfaction at brand level. This study also finds that perceived quality is a significant mediator between brand innovativeness and customer satisfaction. However, moderating variables do not help to boost the relationship among brand innovativeness and perceived quality to transmit their impact on customer satisfaction.
Practical implications
This study may help to understand the preferences of different generations. Findings of the study can also benefit the firms in investment decisions, brand management and formulation of innovative strategies for future.
Originality/value
To the best of the authors’ knowledge, this work is one of the first studies to investigate the integrated model of BI-CS through mediating and moderating variables to know the perception of Generation M regarding smartphone brands in developing economies like Pakistan.
Details
Keywords
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 experience and…
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 brands’ innovativeness 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
Keywords
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…
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
Keywords
Khalid Hussain, Asma Afzaal, Maha Khamis Al Balushi and Muhammad Junaid
The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however…
Abstract
Purpose
The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.
Design/methodology/approach
Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.
Findings
The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.
Practical implications
This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.
Originality/value
This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.
Details
Keywords
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