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عنوان فارسی مقاله:
استراتژی های تبلیغاتی برای محصولات با تکنولوژی بالا: اثرات نوآوری مصرف کننده و محصول
عنوان انگلیسی مقاله:
Branding strategies for high-technology products: The effects of consumer and product innovativeness
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical background
The Dowling and Staelin (1994) framework identifies perceived risk in new product purchases as comprising both category-specific risk and product-specific risk. Consumers deal with unacceptable levels of risk by engaging in risk-reducing strategies (e.g., seeking a known brand). The need to engage in such strategies is a function of one's level of acceptable risk or risk tolerance. Individuals with higher levels of consumer innovativeness have higher thresholds for perceived risk and thus are less likely to engage in risk reduction strategies (i.e., rely less on known brands and perhaps exhibit relatively more favorable responses to new brands). The Dowling and Staelin model is compatible with the conflict theory model of decision making (Janis & Mann, 1977), the informationprocessing paradigm of consumer choice (Bettman, 1979), and economically based search models (Stigler, 1961). 2.1. Consumer perceived risk and risk reduction strategies Perceived risk reflects consumers' perceptions of the uncertainty and adverse consequences of transactions (Bauer, 1960). This risk is common to new product purchase and can include financial risk, performance risk, psychological risk, time risk, physical risk, and social risk (Brooker, 1984; Jacoby & Kaplan, 1972). As mentioned, perceived risk comprises both category- and product-specific risk, which is analogous to Bettman's (1979) “inherent risk” and “handled risk.” Categoryspecific risk is the perceived risk in purchasing any product in a given product category. For example, a purchase in the mountain bike category is likely to carry more risk than a purchase in the bottled water category. Product-specific risk is associated with the particular product being considered in the product category. To illustrate, purchasing a mountain bike without a warranty is likely to carry more risk than purchasing a mountain bike with a warranty. To help cope with perceived risk, consumers engage in risk reduction strategies. Roselius (1971) identifies 11 methods of risk reduction. Namely, consumers try to reduce risk by relying on endorsements, brand loyalty, brand image/familiarity, private testing, store image, free samples, money-back guarantees, government testing, additional shopping, buying the most expensive product, and word of mouth. Roselius finds that a well-known brand is one of the most favored risk reduction strategies consumers employ. A well-known brand provides an implied promise that outcomes resulting from a new product purchase will be consistent with what consumers have historically associated with the brand (Erdem & Swait, 1998; Wernerfelt, 1988). With respect to brand extensions, consumers can draw on their experiences with and knowledge about other products affiliated with the brand to make inferences about what their experiences may be like with the new product. Even if consumers do not have extensive experience with the brand, an existing brand can still reduce perceived risk. By extending an established name to a new product, the brand acts as “collateral” for the quality of the new product (Wernerfelt, 1988). Given a highquality brand, consumers may reason that a company will not risk its prior investment by placing the brand name on a product of lower quality (DelVecchio & Smith, 2005; Smith & Park, 1992). Accordingly, a new product with a new brand name will likely carry more uncertainty and risk than a brand extension, assuming a fit between the brand and the new product. The extent to which consumers need to rely on a familiar brand as a risk reduction strategy depends on their innovativeness.
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کلمات کلیدی:
Branding Strategies for High Technology Products: The Effects of ... https://research.vu.nl/.../branding-strategies-for-high-technology-products-the-effects-... Choice of an appropriate branding strategy is a critical determinant of new product success. Prior work on fast-moving-consumer-goods (FMCG) prescribes that ... [PDF]pricing policy and strategies for consumer high-tech products webbut.unitbv.ro/BU2014/Series%20V/.../05_DOVLEAC%20L.pdf by L DOVLEAC - Cited by 1 - Related articles strategies used by high-tech companies of various sizes. Decisions about price fixing for consumer high-technology products are largely influenced by consumer ... Branding strategy and consumer high‐technology product: Journal of ... www.emeraldinsight.com/doi/abs/10.1108/10610420710739973 by D Hamann - 2007 - Cited by 42 - Related articles Branding strategy and consumer high‐technology product ... price, use, quality, and culture regarding the adoption of high‐technology branding strategy. [PPT]Marketing of High-Technology Products and Innovations Jakki J. Mohr staffweb.ncnu.edu.tw/clhung/MOT/Mohr02.ppt Marketing of High-Technology Products and Innovations. Chapter 2: Strategy and Corporate Culture in High-Tech Firms. Questions to consider. What is the ... Product Strategy for High Technology Companies by Michael E ... www.goodreads.com › Science › Technology Rating: 3.6 - 105 votes Product Strategy for High Technology Companies has 105 ratings and 5 reviews. One of the key determinants of success for today's high-technology companie... Product and Market Strategy for High Tech Products, Services and ... https://tonyseba.com/.../product-market-strategy-for-high-tech-products-services-and-... Mar 24, 2017 - While technology development is critical, high tech and clean tech leaders usually ... Stoyan Kenderov, Director of Product Strategy, Amdocs. Key Success Strategies for Marketing of High Technology Products: A ... www.publishingindia.com › ... › Volume 1 Issue 2 Abstract. High technology product markets seem to exhibit unique characteristics that impact both the marketer and the customer. The products seem to pose ... Searches related to strategies for high-technology products product strategy for high technology companies pdf product strategy for high technology companies pdf download best books on product strategy strategize product strategy and product roadmap practices for the digital age amazon strategy four steps to the epiphany stratechery
