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Brand name and consumer inference making in multigenerational product introduction context

Brand name and consumer inference making in multigenerational product introduction context Employing consumer inference making and the information congruency framework, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies. Results showed that brand name type had an effect on perceived technological improvement, product differentiation and the degree to which one is willing to pay more for the current version compared to the previous version of technology. Furthermore, results showed that the degree of congruency between brand name (sequential vs nonsequential) and type of innovation (breakthrough vs normal) can elevate such effects. The results underscore the importance of proper branding strategies for high-tech products, especially when it is a breakthrough development. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Brand Management Springer Journals

Brand name and consumer inference making in multigenerational product introduction context

Journal of Brand Management , Volume 16 (7) – Jul 13, 2007

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References (23)

Publisher
Springer Journals
Copyright
Copyright © 2007 by Palgrave Macmillan
Subject
Business and Management; Business and Management, general; Marketing; Management
ISSN
1350-231X
eISSN
1479-1803
DOI
10.1057/palgrave.bm.2550104
Publisher site
See Article on Publisher Site

Abstract

Employing consumer inference making and the information congruency framework, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies. Results showed that brand name type had an effect on perceived technological improvement, product differentiation and the degree to which one is willing to pay more for the current version compared to the previous version of technology. Furthermore, results showed that the degree of congruency between brand name (sequential vs nonsequential) and type of innovation (breakthrough vs normal) can elevate such effects. The results underscore the importance of proper branding strategies for high-tech products, especially when it is a breakthrough development.

Journal

Journal of Brand ManagementSpringer Journals

Published: Jul 13, 2007

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