Article2019

The role of brand innovativeness on attitudes towards new products marketed by the brand

Blandine Hetet · Claire-Lise Ackermann · Jean‐Pierre Mathieu

41 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination 1990Consumer Evaluations of Brand Extensions 2007The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs 1980Innovativeness, Novelty Seeking, and Consumer Creativity 1978Innovativeness: The Concept and Its Measurement 1988Reputation and corporate strategy: A review of recent theory and applications 1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations

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2023The influence of brand innovativeness on consumer purchase intentions towards domestic global brands in emerging markets: Evidence from China 2024Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality 2023The temperature of newness: How vision–temperature correspondence in advertising influences newness perception and product evaluation 2024Consumer perceived green brand innovativeness and green word-of-mouth intention: the moderating role of green knowledge

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