دانلود رایگان مقاله لاتین رقیب نوآوری برند محصولات فلگ شیپ از سایت الزویر
عنوان فارسی مقاله:
پرچم بالا - محصولات فلگ شیپ به عنوان مهمترین رقیب نوآوری برند شناخته شده
عنوان انگلیسی مقاله:
Flag up! – Flagship products as important drivers of perceived brand innovativeness
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Current research and hypotheses
To illustrate and support the relevance of perceived brand innovativeness for consumer behavior, the current research examines in a pilot study whether perceived brand innovativeness is correlated with buying intentions and willingness to pay across different industries (H1a, b). H1a,b. An increase in the perceived brand innovativeness is positively related to (a) the intention to buy a product of the given brand and (b) the willingness to pay for that product. The main part of the present paper consists of three studies that systematically test the impact of the perceived flagship product innovativeness on perceived brand innovativeness (Fig. 1). Study 1 investigates whether the presentation of an innovative product as a flagship product has a causal effect on perceived brand innovativeness (H2a). To pursue this objective, Study 1 varies whether or not an innovative product is presented as a flagship product in a web store and whether the brand represents an established or a start-up company. H2a. The presentation of an innovative product as a flagship product compared with presentation as a standard product leads to increased perceived brand innovativeness, even if the product portfolio is the same in both conditions. While Study 1 uses a fictitious brand, Study 2 examines the relevance of the perceived flagship product innovativeness for real brands. The objective is to validate and extend the findings of Study 1 and to provide a first test of the supposed spillover effect and the moderating role of typicality of the flagship product with real brands (H2b/H3). H2b. An increase in the perceived flagship product innovativeness is positively related to perceived brand innovativeness. H3. The positive effect of perceived flagship product innovativeness on perceived brand innovativeness increases with an increase in the flagship product's typicality for the brand. The strength of Study 2 is the measurement of perceptions of real brands, but Study 2 applies a correlational design. Study 3 attempts to replicate the causal effect of the perceived flagship product innovativeness on perceived brand innovativeness observed in Study 1 in a different product category (pharmaceuticals) and, in addition, tests the moderating influence of the typicality of the flagship product on perceived brand innovativeness (H3) in an experimental design. All three main studies measure consumer innovativeness and perceived expertise as control variables.
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کلمات کلیدی:
The Importance of Product Innovation in Driving Brand Success: An ... thescipub.com/abstract/10.3844/ajebasp.2016.35.43 However, despite the importance of product innovation in driving brand success ... based on their perceptions of added values and unique offerings of a brand. Luxury Marketing: A Challenge for Theory and Practice https://books.google.com/books?isbn=3834943991 Klaus-Peter Wiedmann, Nadine Hennigs - 2012 - Business & Economics Third, the drivers of perceived brand luxury differ in their relative importance on ... products could enhance the measurement and management of brand luxury. Cultural Perspectives in a Global Marketplace: Proceedings of the ... https://books.google.com/books?isbn=3319186965 Dheeraj Sharma - 2015 - Business & Economics Attitudes towards “tires“ and “guides“ are particularly important in Germany to ... France Michelin brand equity is influenced through perception of its core business ... identified competencies to be important drivers of various product categories ... Proceedings of the 3rd International Conference: Quantitative and ... https://books.google.com/books?isbn=9609873944 Christos Frangos - Business & Economics ... perceived value are the most important drivers of brand satisfaction, followed ... young adults' brand loyalty for high-tech consumer products is very important, ... [PDF]Market-Driving Strategies - Kellogg School of Management www.kellogg.northwestern.edu/faculty/carpente/htm/marketdrivingstrategies.pdf by GS CARPENTER - Cited by 9 - Related articles buyers about important aspects of the product (that is, to establish brand .... and market-driving strategies reveals that perceptions, preferences, decision. Drivers of brand image improvement in sports-event sponsorship ... www.tandfonline.com/doi/full/10.1080/02650487.2015.1083070?src=recsys Finally, the manager measures the change in consumers' perceived brand ..... To assess respondents' perceived importance of the sponsor brands' product ... Advances in Advertising Research (Vol. VI): The Digital, the ... https://books.google.com/books?isbn=3658105585 Peeter Verlegh, Hilde Voorveld, Martin Eisend - 2015 - Business & Economics Brand personality and brand experience are major components of symbolic brand ... with the car or perceived brand personality may be important drivers of brand ... products (Perlusz, 2011; Bagozzi et al., 1999; Richins, 1997; Kim et al., 2007; ...
