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

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.

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

“…Prior studies on innovativeness draw from an exclusively manager's perspective by largely ignoring consumers’ perception of brand innovativeness (Boisvert & Khan, 2020; O'Cass et al., 2011). These few available studies, focusing on customers perception of brand innovativeness, have shown the positive effect of brand innovativeness on perceived value (Coelho et al., 2020), brand loyalty, attitude towards the brand (Hetet et al., 2019) and purchase intention (Boisvert & Khan, 2020). Despite the significance of the direct effect, however, negligible research has focused on the interaction effects of nostalgic brand positioning and brand innovativeness on positive marketing outcomes.…”

Antecedents and Consequences of Green Brand Image

“…Brand innovation affects how consumers value by the brand. [19]. Brand innovation can be described as consumer-recognized corporate innovation.…”

The influence of brand innovativeness on consumer purchase intentions towards domestic global brands in emerging markets: Evidence from China

“…Innovation leads to the development of new products or services that can help a business grow and increase its market share (Srinivasan et al, 2002). Additionally, innovation can enhance a company's reputation and credibility, which can have a positive impact on consumers' perceptions of a brand and its associated products (Hetet et al, 2020).…”

“…Many recent studies have investigated the influence of innovativeness on consumers' behaviours. For instance, Hetet et al (2020) found that brand innovativeness positively influenced consumers' attitudes towards a new branded product and that perceived newness mediated the effect. Geng et al (2021) discovered that the innovativeness of a sharing platform positively affected consumers' trust and, in turn, inspired consumers' use intentions towards the sharing platform.…”