Abstract
Choice of an appropriate branding strategy is a critical determinant of new product success. Prior work on fast-moving-consumer-goods (FMCG) prescribes that new products carry new (vs. existing) brand names to appeal to earlier adopters - a critical target for new products. However, such a prescription may not be prudent for high-technology (HT) products, as they often involve considerably more consumer perceived risk than FMCG. By drawing on Dowling and Staelin's (1994) framework of perceived-risk handling, we propose that both earlier and later adopters will favor existing brands to cope with the elevated risk associated with an innovative HT product. Two studies - one conducted in an experimental setting and the other in a field setting - support the proposition that both earlier and later adopters respond more favorably to existing (vs. new) brands on innovative HT products.
Original language | English |
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Pages (from-to) | 85-91 |
Number of pages | 7 |
Journal | Journal of Business Research |
Volume | 70 |
Early online date | 30 Jul 2016 |
DOIs | |
Publication status | Published (in print/issue) - 31 Jan 2017 |
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Geoff Simmons
- Department of Hospitality & Tourism Mgmt - Professor of Marketing and Consumer Insight
- Ulster University Business School - Full Professor
Person: Academic