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1 – 5 of 5Laurence Fort-Rioche and Claire-Lise Ackermann
The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and…
Abstract
Purpose
The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and looks at how such products are perceived by innovators.
Design/methodology/approach
An experiment was conducted with two groups of respondents, with a total sample of 194 respondents. These were, respectively, submitted to two different product designs for highly technical headphones; one with a neo-retro-design and the other with a typical modern design. The approach enabled the testing and validation of different hypotheses regarding retro and innovation.
Findings
The results suggest that a neo-retro-product design conveys newness and does not mislead the consumer when it comes to evaluating a product's technological input. Furthermore, they support the idea that consumer innovativeness has a positive effect on the attitude towards neo-retro-product design.
Research limitations/implications
Future research should explore the relationship between neo-retro-design and nostalgia proneness and perceived risk attached to innovative products.
Practical implications
The empirical findings of the paper highlights the creative process hidden behind the neo-retro-product design approach and have implications for design practitioners in the field of innovative products.
Originality/value
Despite the ever-growing importance of the retro-phenomenon, the relationship between neo-retro-product design, perceived innovation and consumer innovativeness has not previously been examined in the literature. The paper contributes to dispelling doubt as regards the compatibility of neo-retro-design and innovativeness.
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Sylvaine Castellano, Maalaoui Adnane, Imen Safraou and Francesco Schiavone
Hsuan-Hsuan Ku and Yun-Hsuan Hsu
Capturing consumers’ notice by differentiating a product from competing brands in attaching an affixed label featuring product claims, as an alternative front-of-package (FOP…
Abstract
Purpose
Capturing consumers’ notice by differentiating a product from competing brands in attaching an affixed label featuring product claims, as an alternative front-of-package (FOP) cue, has been widely used in fast-moving consumer goods retailing. This paper aims to apply perceived product newness as the basis for examining how affixed labeling, manipulated in terms of design features and message claims, can impact consumer evaluation.
Design/methodology/approach
Four between-subjects experiments examined the persuasive impact of the use of affixed labels. In particular, how product evaluation, in response to affixed labeling, varied as a function of its shape (Study 1a), location (Study 1b), the combination of shape and location cues (Study 1c) and the strength of message claims conveyed by such labels (Study 2). Perceived product newness is assessed as a mediator for all studies.
Findings
The results show the power of affixed labels in persuasion. Specifically, consumers tend to perceive the item as newer, achieving persuasion, when the affixed label has a distinctive shape or location. Yet, incorporating several unusual design components fails to trigger an elevated result if a singular visual stimulus serves as a cue for an item’s newness. Further, the strength of claims highlighted in an affixed label correlates to positive impact on evaluations.
Research limitations/implications
This study offers an empirically based examination of consumers’ responses to affixed labeling and identifies perceived product newness as a mediator of the observed effect.
Practical implications
A salient, affixed label enables a credible cue for product newness, therefore, driving evaluation.
Originality/value
This paper contributes to understanding the influence on the persuasion of FOP labeling, with salience to retail promotional and sales messaging tactics.
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Damien Hallegatte, Myriam Ertz and François Marticotte
Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding…
Abstract
Purpose
Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount elements conceptually discussed in literature but rarely investigated together empirically despite their interconnections.
Design/methodology/approach
An experiment including four different scenarios blending retro and contemporary stimuli was conducted on 181 subjects. Two rock band variables were manipulated: song set list (i.e. list of songs) and band lineup.
Findings
The findings suggest that mixing the past and present for a retro brand impacts consumer behavior. A more nuanced explanation is suggested by showing that a retro brand has a strong effect on consumers’ intentions to attend and willingness to pay, but not on their WOM intentions, when these consumers are more prone to feeling nostalgia.
Originality/value
Nostalgia and retro branding appear to be interconnected concepts, but few studies have assessed how nostalgia proneness can impact consumers’ intentions toward a retro brand. Fewer have investigated consumers’ intentions toward an experiential, intangible retro brand.
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Basil Ajer, Lucy Ngare and Ibrahim Macharia
This study assessed the relationship among market orientation, innovation attitude and firm's innovativeness in the context of agri-food micro, small and medium enterprises…
Abstract
Purpose
This study assessed the relationship among market orientation, innovation attitude and firm's innovativeness in the context of agri-food micro, small and medium enterprises (MSMEs) in a developing country context.
Design/methodology/approach
Cross-sectional primary data was collected using structured questionnaires from a sample of 521 agro-food MSMEs in Uganda. Data was analyzed using exploratory factor analysis and structural equation modeling.
Findings
Results showed that interfunctional coordination influences both firm innovativeness and innovation attitude. On the other hand, competitor orientation does not influence innovation attitude, but negatively influences firm innovativeness, while customer orientation does not influence firm innovativeness, but positively influences innovation attitude. Results also confirm the positive influence of innovation attitude on firm innovativeness. These relationships vary by location, size of MSME, type of MSME.
Research limitations/implications
The findings of study this imply that agri-food firms should focus on improving the internal coordination among departments so as to improve both attitude toward innovation and firm's innovativeness.
Originality/value
This study investigates market orientation and innovation in agro-food MSMEs in a development country.
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