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Firms report varied levels of success in relation to using alliances to aid in new product development (NPD). This study aims to investigate internal processes that might influence the experience of alliance success. Specifically, this study investigates the role of mediating and moderating mechanisms underlying the alliance orientation (AO)–new product success relationship, while also investigating the impact of the level and consistency of AO. The primary goal is to understand the importance of a firm’s maintaining a consistent focus upon alliance scanning, coordination and learning.

A survey was conducted to collect data from 141 Taiwanese electronics companies. The proposed model and hypotheses were tested using path analysis in analysis of moment structures.

AO improves the success of new products indirectly through the enhancement of product program innovativeness and NPD decision-making flexibility. The positive effect of AO on product program innovativeness and NPD decision-making flexibility is heightened when a firm consistently carries out a series of alliance management activities, including alliance scanning, coordination and learning. Market turbulence and the intensity of competition differentially affect the association between product program innovativeness and NPD decision-making flexibility and new product success.

The measures were self-reported and may result in the threat of common method bias. While this study focused upon protecting against and assessing this bias, collecting data from multiple sources would have helped to eliminate the bias. Further, the sample consisted of Taiwanese electronics firms. This makes it difficult to generalize this study’s findings to other industrial contexts.

While AO may be viewed as a dynamic capability, product program innovativeness and NPD decision-making flexibility represent competitive advantage in NPD program and process, respectively. Managers should not focus only on competitive advantage in NPD while overlooking the development of dynamic capabilities, as this study’s results demonstrate that both elements must work in tandem. AO is relevant at higher levels of the organizational hierarchy, while product program innovativeness and decision-making flexibility are operational, demanding cross-functional coordination and involvement within a firm. Senior executives ought to not only confirm the appropriate provision of their resources to activities and actions associated with product program innovativeness and decision-making flexibility in NPD but also continually monitor and assess whether the inputs of AO lead to desirable competitive advantage in the context of NPD.

This study sheds light on the underlying mechanism through which AO improves new product success. This research proposes two different aspects of AO, level and consistency, and empirically identifies their interactive effect in the context of NPD. The findings offer specific guidelines for the assessment and implementation of AO to improve new product success. Consistency, especially, has not been investigated in relation to alliance-generated new product success.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The purpose of this study is to determine the factors that underpin consumer switching intention in the smartphone industry. Most of the literature on brand switching uses conventional models that lack the ability to explain this behavior for high-technology products. Such products have unique characteristics that make the switching process more challenging from the consumer perspective.

The proposed model is built based on the related theories that consider the distinctive aspects of high-technology products. Furthermore, two variables “relative advantage of product features” and “company innovativeness” are introduced for the first time to evaluate consumer attitude to switch a high-technology product. The smartphone industry was selected to test the proposed model, where an online survey was sent to Apple and Samsung users.

The results confirm the expectation that perceived product usefulness, perceived ease of use and relative advantage of product features are the major factors driving the intention of users to switch, whereas subjective norms have limited impact. The financial cost of switching is the main barrier to consumers’ decision to switch to a new technology. The pleasure consumers feel toward their brand and the other brand is positively associated with their attitude toward switching.

This research contributes to the literature on brand switching by introducing a comprehensive model that explains consumer switching behavior of high-technology products. Research findings would allow managers to draft better marketing strategies to improve consumer brand awareness.

The majority of literature on brand switching uses simple models to explain consumer behavior. This study is the first attempt to build a comprehensive model that considers the characteristics of high-technology products and how they shape consumer behavior during the decision-making process.

This study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s acknowledgement of the importance of brand innovativeness, the previous studies on its impact on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity.

This study collected the self-administered survey data of 402 respondents in the Chinese retail banking sector and employed a moderated mediation analysis to examine the research hypotheses.

Brand innovativeness positively influences brand equity, and brand attitude mediates the effect. Perceived brand ethicality strengthens the positive association between brand innovativeness and brand equity.

This study contributes to the extant brand literature by demonstrating how the positive impact of brand innovativeness transcends brand evaluation to impact overall brand equity; it also reveals the mechanism through which brand innovativeness affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity.

The purpose of this paper is to study the financial product innovativeness of Islamic financial institutions.

A qualitative research methodology is used to collect and analyze the views of practitioners and researchers of Islamic finance. Different assessments are noted which raise the issue of lack of clarity on that subject.

Innovation levels of Islamic financial institutions are low owing to the development of Islamic finance as a new activity.

The data available for the study are limited to the views of a small sample of practitioners and researchers in the field of Islamic finance.

The major practical implication is the necessity of developing financial product innovativeness programs as a means for survival and growth.

The paper demonstrates the value of Islamic financial product innovation within the wider context of product innovation.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

The purpose of this paper is to examine the influence of consumers’ perceptions of convenience retailer innovativeness on their perceived value (PV) and store patronage intentions (PIs).

A three-step PCRI-PV-PI model that integrates perceived convenience retailer innovativeness (PCRI), PV, and PIs is proposed. The moderating effect of consumer innovativeness on the relationship between PCRI and PIs is also examined.

Modeling results confirm that PCRI is an important antecedent of PV among consumers that further influences their PIs toward specific convenience retailers. Moreover, PCRI significantly and indirectly affects the PIs of less innovative consumers via PV. However, no such indirect association is identified among highly innovative consumers.

The proposed PCRI-PV-PI model may be useful to other consumer behavior and retail studies, particularly in this era of increased market competition in which innovation has become a critical strategic tool for market differentiation.

The current research is the first empirical study that examines the effects of PCRI on PV and PIs in the context of convenience retailing.

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.

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.

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.

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

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.