Branding strategies for high technology products: The effects of consumer and product innovativeness

Yann Truong, Richard R. Klink, Geoff Simmons, Amir Grinstein , Mark Palmer

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)
1854 Downloads (Pure)

Abstract

Choice of an appropriate branding strategy is a critical determinant of new product success. Prior work on fast-moving-consumer-goods (FMCG) prescribes that new products carry new (vs. existing) brand names to appeal to earlier adopters - a critical target for new products. However, such a prescription may not be prudent for high-technology (HT) products, as they often involve considerably more consumer perceived risk than FMCG. By drawing on Dowling and Staelin's (1994) framework of perceived-risk handling, we propose that both earlier and later adopters will favor existing brands to cope with the elevated risk associated with an innovative HT product. Two studies - one conducted in an experimental setting and the other in a field setting - support the proposition that both earlier and later adopters respond more favorably to existing (vs. new) brands on innovative HT products.
Original languageEnglish
Pages (from-to)85-91
JournalJournal of Business Research
Volume70
Early online date30 Jul 2016
DOIs
Publication statusPublished - Jan 2017

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