The Experts below are selected from a list of 159 Experts worldwide ranked by ideXlab platform
Srinivas K. Reddy - One of the best experts on this subject based on the ideXlab platform.
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The impact of parent Brand Attribute associations and affect on Brand extension evaluation
Journal of Business Research, 2001Co-Authors: Subodh Bhat, Srinivas K. ReddyAbstract:Abstract A model specifying the role of parent Brand Attribute beliefs and affect in consumer's initial evaluation of a Brand extension was proposed and tested using hypothetical extensions of different Brands. This study suggests a more prominent role for parent Brand Attribute associations than for parent Brand affect in extension attitude formation that had been presumed in the literature. Further, the study documents the importance of an extension's fit with the parent's image while at the same time suggesting that similarity of the product categories of the extension and the parent is of no consequence in extension evaluation. Managers are advised to link extensions to parent Brand Attribute associations and image in consumers' minds for greater success.
Jean-pierre Mathieu - One of the best experts on this subject based on the ideXlab platform.
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The role of Brand innovativeness on attitudes towards new products marketed by the Brand
Journal of Product & Brand Management, 2019Co-Authors: Blandine Hetet, Claire-lise Ackermann, Jean-pierre MathieuAbstract:This paper aims to examine whether perceived Brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and whether perceived Brand innovativeness is reinforced by new product launch.,A total of 387 adults residing in France took part in a two-stage study. The two-stage research design aimed to investigate the effect of the introduction of a new product on Brand perceptions. The innovation context used to test the hypotheses was the launch of a new electricity meter in the French market.,Brand innovativeness affects the way consumers evaluate new products launched by the Brand. This effect is mediated by perceived newness and moderated by functional, hedonic and social consumer innovativeness. In addition, attitudes toward the Brand improve as a result of the new product launch.,Future research should test these hypotheses with other product categories and populations to provide external validity for the results and further investigate lack of support for some of the hypotheses.,The study’s findings highlight that the ability to develop and launch innovative products is not only know-how that is critical to innovation management but also a Brand Attribute stored in consumers’ minds that facilitates acceptance of the Brand’s future new products.,This research addresses the underexplored question of how Brand innovativeness and new product launch are interrelated. Extensive research has indeed shown the importance of customer-based Brand equity and Brand knowledge in evaluation and acceptance of new products. However, research on customer-based Brand equity so far has paid limited attention to Brand innovativeness. This research provides new findings on the relationship between Brand innovativeness and new product evaluations.
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The role of Brand innovativeness on attitudes towards new products marketed by the Brand
Journal of Product and Brand Management, 2019Co-Authors: Blandine Hetet, Claire-lise Ackermann, Jean-pierre MathieuAbstract:Purpose – This paper aims to examine whether perceived Brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and whether perceived Brand innovativeness is reinforced by new product launch. Design/methodology/approach – A total of 387 adults residing in France took part in a two-stage study. The two-stage research design aimed to investigate the effect of the introduction of a new product on Brand perceptions. The innovation context used to test the hypotheses was the launch of a new electricity meter in the French market. Findings – Brand innovativeness affects the way consumers evaluate new products launched by the Brand. This effect is mediated by perceived newness and moderated by functional, hedonic and social consumer innovativeness. In addition, attitudes toward the Brand improve as a result of the new product launch. Research limitations/implications – Future research should test these hypotheses with other product categories and populations to provide external validity for the results and further investigate lack of support for some of the hypotheses. Practical implications – The study’s findings highlight that the ability to develop and launch innovative products is not only know-how that is critical to innovation management but also a Brand Attribute stored in consumers’ minds that facilitates acceptance of the Brand’s future new products. Originality/value – This research addresses the underexplored question of how Brand innovativeness and new product launch are interrelated. Extensive research has indeed shown the importance of customer-based Brand equity and Brand knowledge in evaluation and acceptance of new products. However, research on customer-based Brand equity so far has paid limited attention to Brand innovativeness. This research provides new findings on the relationship between Brand innovativeness and new product evaluations.
Dave Roach - One of the best experts on this subject based on the ideXlab platform.
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The Accuracy of Brand and Attribute Judgments: The Role of Information Relevancy, Product Experience, and Attribute-Relationship Schemata:
Journal of the Academy of Marketing Science, 2001Co-Authors: Kevin Mason, Thomas Jensen, Scot Burton, Dave RoachAbstract:A multidimensional approach for accuracy of ratings is introduced that examines consumers’ abilities to assess various Brands across a set of Attributes and Attribute performances across a set of Brands. A model is presented that addresses the roles of the relevancy of information, Attribute-relationship schemata, and consumers’ product category experience on the accuracy of their Brand Attribute ratings. Study participants were provided either with relevant or irrelevant Attribute information for various automobile Brands and later asked to rate the Attribute performances of Brands. The results indicate that the provision of relevant information in the judgment environment increases Brand and Attribute rating accuracy but does not favorably affect consumers’ Brand Attribute-relationship schemata. Rather, consumers’ product experience was directly related to their Attribute-relationship schemata, which in turn were related to improved accuracy of Brand and Attribute ratings.
Amitava Chattopadhyay - One of the best experts on this subject based on the ideXlab platform.
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does your company have the right logo how and why circular and angular logo shapes influence Brand Attribute judgments
Journal of Consumer Research, 2016Co-Authors: Yuwei Jiang, Gerald J Gorn, Maria Galli, Amitava ChattopadhyayAbstract:Five experiments document that the mere circularity and angularity of a Brand logo is powerful enough to affect perceptions of the Attributes of a product or company. It is theorized and shown that circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company Attribute judgments through a resource-demanding imagery-generation process that utilizes the visuospatial sketchpad component of working memory. There are no logo shape effects on Attribute judgments when the visuospatial sketchpad component of working memory is constrained by irrelevant visual imagery, when people have a lower disposition to generate imagery when processing product information, and when the headline of the ad highlights a product Attribute that differs from the inference drawn from the logo shape. Further, there are shape effects even when the shape is incidentally exposed beforehand using a priming technique rather than being a part of the logo itself, demonstrating the generalizability of our findings. When taken together, the results have implications for working memory, consumer imagery, and visual marketing.
Berna Devezer - One of the best experts on this subject based on the ideXlab platform.
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How competitor Brand names affect within-Brand choices
Marketing Letters, 2015Co-Authors: Kunter Gunasti, Berna DevezerAbstract:This research shows that consumers’ intra-Brand choices (e.g., Mercedes C330 vs. C340) can be affected by exposure to a competitor alphanumeric Brand name that forms an incidental trend with the numbers in the focal Brand names (e.g., BMW320i or BMW350i). We propose and test two mechanisms. First, when no Attribute information is available, the competitor Brand can make the numerical trends formed by Brand names salient and meaningful, and increase the preference for higher Brands (e.g., Mercedes C340). Second, when Attribute values are negatively correlated with Brands, exposure to the competitor Brand name can trigger Brand-Attribute magnitude tradeoffs. In five experiments, we demonstrate that our predictions hold when there are no intrinsic Brand-Attribute associations, and even when the competitor Brand is not available for choice. We identify competitive categorization as a boundary condition and demonstrate that the effect diminishes when consumers do not categorize the nonfocal option as a competitor.
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How Competitor Brand Names Affect Within-Brand Choices
Social Science Research Network, 2015Co-Authors: Kunter Gunasti, Berna DevezerAbstract:We show that consumers’ intra-Brand choices (e.g., Mercedes C330 vs. C340) can be affected by exposure to a competitor alphanumeric Brand name that forms an incidental trend with the numbers in the focal Brand names (e.g., BMW350i). We propose and test two mechanisms. First, when no Attribute information is available, the competitor Brand can make the numerical trends formed by Brand names salient and meaningful, and increase the preference for higher Brands (e.g., Mercedes C340). Second, when Attribute values are negatively correlated with Brands, exposure to the competitor Brand name can trigger a Brand-Attribute magnitude tradeoff. In five experiments, we demonstrate that our predictions hold when there are no intrinsic Brand-Attribute associations, and even when the competitor Brand is not available for choice. We identify competitive categorization as a boundary condition and demonstrate that the effect diminishes when consumers do not categorize the nonfocal option as a competitor.