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Does The Supplier Affects Consumers’ Product Performance Expectations? An Analysis About The Innovativeness Perception

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  • CHRISTIAN LINDER

    (Free University of Bozen-Bolzano, Piazza Università 1, 39100 Bolzano, Italy)

  • SVEN SEIDENSTRICKER

    (#x2020;Fraunhofer Institute for Industrial Engineering (IAO), Nobelstr. 12, 70569 Stuttgart, Germany)

Abstract

The extent that a firm is perceived as innovative is crucial for competitiveness. Thus, companies constantly try to build a strong reputation for product innovation. One way to increase this reputation is to collaborate with highly reputed partners. In this respect, this study investigates ingredient branding alliances based on responsibility attributions theory. In particular, we show that there are various combinations of supplier and manufacturer reputation, but only one combination that finally leads to the desired increased intention to buy the joint offering. This particular combination is a collaboration where a highly reputed supplier promotes the offering of a manufacturer with a low reputation. This study makes a contribution to a better understanding of ingredient branding potential for increasing the innovativeness of manufacturers.

Suggested Citation

  • 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.
  • Handle: RePEc:wsi:ijimxx:v:21:y:2017:i:01:n:s1363919617500074
    DOI: 10.1142/S1363919617500074
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    References listed on IDEAS

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