Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness

Boisvert, Jean; Khan, M. Sajid

doi:10.1080/0965254x.2020.1807589

Cited by 15 publications

(20 citation statements)

References 107 publications

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“…Likewise, we explore whether the effect of nostalgically positioned brands on brand equity through brand passion, brand local iconness and brand authenticity is more important for male versus female customers. 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).…”

Section: Introductionmentioning

confidence: 99%

“…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.…”

Section: Introductionmentioning

confidence: 99%

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

Gilal

et al. 2021

Int J Consumer Studies

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Drawing on construal level theory, basic psychological need‐candidate theory and gender schema theory, this study aims to develop a multilevel framework that explains how nostalgic brand positioning increases brand equity via nostalgic brand relationship dimensions (i.e., brand passion, brand local iconness and brand authenticity). Moreover, we posit that brand innovativeness and customer gender are important boundary conditions for these indirect effects of nostalgic brand positioning on brand equity through the nostalgic brand relationship dimensions. To this end, a convenience sample of N = 1,171 respondents was used to inspect the hypotheses in settings relating to the fast‐moving consumer goods industry. Results show a positive indirect effect of nostalgic brand positioning on brand equity through brand passion, brand local iconness and brand authenticity. Moreover, moderation results reveal that the effect of nostalgic brand positioning on brand passion and brand authenticity was more salient when brand innovativeness was lower; however, for brand authenticity, the effect was more pronounced when brand innovativeness was higher. Similarly, findings relating to the moderation effect of customer gender indicate that nostalgic brand positioning has a greater effect on brand passion and brand authenticity for females than for their male counterparts. Conversely, for brand iconness, the effect was equally important for both males and females. The practical and theoretical implications of these findings are provided and limitations are acknowledged.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Gilal

et al. 2021

Int J Consumer Studies

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“…The present research furthers the understanding of the constructs of novelty and recency and their relationship to contribute to discovering factors impacting consumer perceptions of product innovativeness (Boisvert & Khan, 2021). The role of recency information in shaping product innovativeness perceptions expands the literature on innovation adoption (Taylor & Noseworthy, 2020; Ziamou & Ratneshwar, 2002).…”

Section: Discussionmentioning

confidence: 66%

Because it is brand new! Recency heuristic for product innovativeness evaluation

Min

2022

Int J Consumer Studies

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This research identifies recency heuristic utilized by consumers with limited prior knowledge for product innovativeness evaluation. Consumers with limited prior knowledge of a product category perceived a new product as more innovative when its release date was more recent, while consumers with prior knowledge remained uninfluenced by recency information (Study 1). The effect was replicated at the product level (Study 2). It further demonstrates two critical boundary conditions-when recency was either irrelevant information or a rationally legitimate evaluative tool, recency heuristic was inapplicable (Study 3). The present research draws attention to the role of recency in conceptualizing product innovativeness and further elaborates the understanding of how the construct of innovativeness is represented in consumers' minds by focusing on the conceptual relationship of novelty and recency. It also contributes to the heuristic literature by proposing recency as an evaluative heuristic tool for innovativeness assessment. Results provide managers with practical insight into whether to highlight or downplay product release date information depending on their target audience and the level of product innovativeness.

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“…The role of service innovativeness on customer satisfaction and behavioral loyalty intention was also validated (Hollebeek and Rather, 2019). Another study also noted that product innovativeness influences perceived quality and which in turn impacts attitude and purchase intention (Boisvert and Khan, 2022).…”

Section: Conceptual Background and Hypotheses Developmentmentioning

confidence: 99%

Trustworthy brand signals, price fairness and organic food restaurant brand loyalty

Konuk

2023

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PurposeThis research aims to examine the influence of brand signals (transparency, innovativeness and reputation) on brand trust and price fairness toward organic food restaurant brand.Design/methodology/approachThe empirical data were gathered with the survey instrument from respondents who had previously visited organic food restaurant. The formulated hypotheses were analyzed with structural equation modeling.FindingsThe collected data demonstrated the positive effect of brand signals on brand trust and price fairness. Trust in organic food restaurant brand was found to positively impact both price fairness and brand loyalty. Additionally, the results provided evidence of the positive linkage between price fairness and brand loyalty. Among brand signals, brand transparency exerted the greatest impact on brand trust and price fairness. The findings also indicated the significant indirect linkage of brand signals on restaurant brand loyalty through brand trust and price fairness.Originality/valueThrough the lens of signaling theory and equity theory, this study provides novel insights into how brand signals contribute to brand trust, price fairness and organic food restaurant brand loyalty. The managerial implications for implementing brand strategies for organic food restaurants were discussed.

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Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness

Cited by 15 publications

References 107 publications

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

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

Because it is brand new! Recency heuristic for product innovativeness evaluation

Trustworthy brand signals, price fairness and organic food restaurant brand loyalty

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