IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v71y2017icp154-163.html
   My bibliography  Save this article

Flag up! – Flagship products as important drivers of perceived brand innovativeness

Author

Listed:
  • Hubert, Marco
  • Florack, Arnd
  • Gattringer, Rafael
  • Eberhardt, Tim
  • Enkel, Ellen
  • Kenning, Peter

Abstract

Perceived brand innovativeness, the consumers' subjective assessment of a brand as innovative, often does not correspond to the level of innovation or the investment in research and development. Therefore, it is important for companies to know how objective product-level innovation and attributes can be transformed into perceived brand innovativeness. One pilot study and three main studies show that the perceived flagship product innovativeness is an important determinant of perceived brand innovativeness and that product-brand typicality moderates the spillover of the perceived flagship product innovativeness to the brand. The reported studies contribute to a better understanding of the role of flagship products for perceived brand innovativeness and indicate that marketing managers can use the presentation of a flagship product as a key element for increasing perceived brand innovativeness.

Suggested Citation

  • Hubert, Marco & Florack, Arnd & Gattringer, Rafael & Eberhardt, Tim & Enkel, Ellen & Kenning, Peter, 2017. "Flag up! – Flagship products as important drivers of perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 71(C), pages 154-163.
    • Handle: RePEc:eee:jbrese:v:71:y:2017:i:c:p:154-163
    DOI: 10.1016/j.jbusres.2016.09.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316305422
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.09.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
    2. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, vol. 53(3), pages 111-122, September.
    3. Sumitro Banerjee & David A. Soberman, 2013. "Product development capability and marketing strategy for new durable products," ESMT Research Working Papers ESMT-13-01, ESMT European School of Management and Technology.
    4. Wright, Alice A & Lynch, John G, Jr, 1995. "Communication Effects of Advertising versus Direct Experience When Both Search and Experience Attributes Are Present," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 708-718, March.
    5. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
    6. Dowling, Grahame R., 1988. "Measuring corporate images: A review of alternative approaches," Journal of Business Research, Elsevier, vol. 17(1), pages 27-34, August.
    7. Huifang Mao & H. Shanker Krishnan, 2006. "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 41-49, June.
    8. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
    9. Timothy B. Heath & Devon Delvecchio & Michael S. Mccarthy, 2011. "The Asymmetric Effects of Extending Brands to Lower and Higher Quality," Post-Print hal-00668763, HAL.
    10. Banerjee, Sumitro & Soberman, David A., 2013. "Product development capability and marketing strategy for new durable products," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 276-291.
    11. Kardes, Frank R, et al, 1993. "Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 62-75, June.
    12. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. "Constructive Consumer Choice Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 187-217, December.
    13. Arts, Joep W.C. & Frambach, Ruud T. & Bijmolt, Tammo H.A., 2011. "Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 134-144.
    14. Ostlund, Lyman E, 1974. "Perceived Innovation Attributes as Predictors of Innovativeness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 23-29, Se.
    15. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    16. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. "The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 371-381, December.
    17. Vandecasteele, Bert & Geuens, Maggie, 2010. "Motivated Consumer Innovativeness: Concept, measurement, and validation," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 308-318.
    18. Park, Jong-Won & Hastak, Manoj, 1994. "Memory-Based Product Judgments: Effects of Involvement at Encoding and Retrieval," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 534-547, December.
    19. Flynn, Leisa Reinecke & Goldsmith, Ronald E., 1999. "A Short, Reliable Measure of Subjective Knowledge," Journal of Business Research, Elsevier, vol. 46(1), pages 57-66, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ghanbarpour, Tohid & Gustafsson, Anders, 2022. "How do corporate social responsibility (CSR) and innovativeness increase financial gains? A customer perspective analysis," Journal of Business Research, Elsevier, vol. 140(C), pages 471-481.
    2. Lihong Chen & Kexin Qie & Hafeezullah Memon & Hanur Meku Yesuf, 2021. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    3. Chandna, Vallari & Salimath, Manjula S., 2018. "Peer-to-peer selling in online platforms: A salient business model for virtual entrepreneurship," Journal of Business Research, Elsevier, vol. 84(C), pages 162-174.
    4. Pensri, Jaroenwanit & Supot Deboonmee & Uraiporn Kattiyapornpong, 2017. "The Development of Innovative Product Concept: A Case of Organic Rice in Thailand," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 171-180, October.
    5. Ibrahim Abosag & David Ross Brennan, 2017. "Understanding marketing innovativeness in Asia: a research agenda," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 212-225, December.
    6. Jacobs, Nele & Swoboda, Bernhard, 2023. "The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness," International Business Review, Elsevier, vol. 32(5).
    7. Shams, Rahil & Brown, Mark & Alpert, Frank, 2020. "A model and empirical test of evolving consumer perceived brand innovativeness and its two-way relationship with consumer perceived product innovativeness," Australasian marketing journal, Elsevier, vol. 28(4), pages 171-180.
    8. Kurtmollaiev, Seidali & Lervik-Olsen, Line & Andreassen, Tor W., 2022. "Competing through innovation: Let the customer judge!," Journal of Business Research, Elsevier, vol. 153(C), pages 87-101.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Reinhardt, Ronny & Gurtner, Sebastian, 2015. "Differences between early adopters of disruptive and sustaining innovations," Journal of Business Research, Elsevier, vol. 68(1), pages 137-145.
    2. Chang Joseph W., 2017. "The adverse effects of inferior innovations," Management & Marketing, Sciendo, vol. 12(3), pages 361-375, September.
    3. Dwivedi, Abhishek & Merrilees, Bill, 2013. "Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity," Australasian marketing journal, Elsevier, vol. 21(2), pages 75-84.
    4. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    5. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    6. Hwang, Jinsoo & Kim, Jinkyung Jenny & Lee, Kwang-Woo, 2021. "Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    7. Christian Linder & Sven Seidenstricker, 2017. "Does The Supplier Affects Consumers’ Product Performance Expectations? An Analysis About The Innovativeness Perception," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(01), pages 1-27, January.
    8. Arun Kumar Kaushik & Zillur Rahman, 2016. "Self-service innovativeness scale: introduction, development, and validation of scale," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 799-822, December.
    9. Pensri, Jaroenwanit & Supot Deboonmee & Uraiporn Kattiyapornpong, 2017. "The Development of Innovative Product Concept: A Case of Organic Rice in Thailand," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 171-180, October.
    10. Jiwon Lee & Eunjoo Yoon, 2022. "Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand—Focused on MICE Destination," IJERPH, MDPI, vol. 19(8), pages 1-15, April.
    11. Chadwick J. Miller & Daniel C. Brannon & Jim Salas & Martha Troncoza, 2021. "Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1043-1064, November.
    12. Shao, Wei & Lye, Ashley & Rundle-Thiele, Sharyn, 2009. "Different strokes for different folks: A method to accommodate decision -making heterogeneity," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 495-501.
    13. Heidenreich, Sven & Killmer, Jan F. & Millemann, Jan A., 2022. "If at first you don't adopt - Investigating determinants of new product leapfrogging behavior," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    14. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    15. Rašković, Matevž & Ding, Zhonghui & Škare, Vatroslav & Ozretić Došen, Đurđana & Žabkar, Vesna, 2016. "Comparing consumer innovativeness and ethnocentrism of young-adult consumers," Journal of Business Research, Elsevier, vol. 69(9), pages 3682-3686.
    16. Torsten Bornemann & Cornelia Hattula & Stefan Hattula, 2020. "Successive product generations: financial implications of industry release rhythm alignment," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1174-1191, November.
    17. Park, Jungkun & Gunn, Frances & Lee, YoungHee & Shim, Scott, 2015. "Consumer acceptance of a revolutionary technology-driven product: The role of adoption in the industrial design development," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 115-124.
    18. Joerg Koenigstorfer & Andrea Groeppel-Klein, 2012. "Consumer acceptance of the mobile Internet," Marketing Letters, Springer, vol. 23(4), pages 917-928, December.
    19. Heidenreich, Sven & Kraemer, Tobias, 2015. "Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 134-151.
    20. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, Sciendo, vol. 10(4), pages 270-283, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:71:y:2017:i:c:p:154-163. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.