Advanced Search
MyIDEAS: Login

Analyzing the Effects of Brand Innovativeness on Attitude towards the Brand Considering the Moderating Role of Consumer Innovativeness with a Case Study in Students of University of Isfahan

Contents:

Author Info

  • Ali Sanayei

    ()
    (The University of Isfahan)

  • Arash Shahin

    ()
    (The University of Isfahan)

  • Ahsan Taherfar

    ()
    (The University of Isfahan)

Registered author(s):

    Abstract

    As Ouellet (2006) noted, Introduction of really new products by organizations is not a risk-free strategy for companies, some having less success at it than others. Factors such as changing consumer behavior towards really new products based on segments of adopters, product-related issues (e.g. pricing of the product and physical characteristics of the product) influence adoption, along with firm- and market-related factors. Brand and brand innovativeness concept, as one of brand associations and perceptions, less have been noted across factors of adoption of new products. In the long run, one crucial factor of brands pursuing innovation certainly has to do with consumer reactions to said brands and the products they sign. Therefore, the objective of this research is analyzing the effects of brand innovativeness on attitude towards the brand considering the moderating role of consumer innovativeness with a case study in students of Isfahan University. Brand innovativeness, consumer innovativeness, and attitude towards brand as the research variables were studied across students of Isfahan University, as the study population. The collection instrument is a questionnaire that 200 were distributed and 173 collected and analyzed. A random sampling procedure was applied and the validity of questionnaire was confirmed and reliability of it was calculated and confirmed by Cranach's Alpha. For data analysis and hypotheses testing has been used SPSS, AMOS, and PLS software. The results indicate that brand innovativeness, with regression weight equals' 0/78 and sig equals 0/000, has influenced on attitude towards bran. It means consumers have positive attitude towards brand if perceived brand innovativeness is high. Moreover, regression weight of the relationship is 0/732 for high-level consumer innovativeness and 0/651 for low-level consumer innovativeness and the calculated amount of t-value that equals 20/5853, indicates that the moderating influence of consumer innovativeness on the relationship has been confirmed.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://hrmars.com/hrmars_papers/Article_33_Analyzing_the_Effects_of_Brand_Innovativeness_%281%29.pdf
    Download Restriction: no

    File URL: http://hrmars.com/hrmars_papers/Article_33_Analyzing_the_Effects_of_Brand_Innovativeness_%281%29.pdf
    Download Restriction: no

    Bibliographic Info

    Article provided by Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences in its journal International Journal of Academic Research in Accounting, Finance and Management Sciences.

    Volume (Year): 3 (2013)
    Issue (Month): 3 (July)
    Pages: 290-297

    as in new window
    Handle: RePEc:hur:ijaraf:v:3:y:2013:i:3:p:290-297

    Contact details of provider:
    Web page: http://hrmars.com/index.php/pages/detail/Accounting-Finance-Journal

    Related research

    Keywords: Brand; Innovation; Consumer innovativeness; Brand innovativeness; Attitude towards brand;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:hur:ijaraf:v:3:y:2013:i:3:p:290-297. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hassan Danial Aslam).

    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 references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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