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

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    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.


    • Branding strategies for high technology products

      Rights statement: Copyright 2016 Elsevier. This manuscript is distributed under a Creative Commons Attribution-NonCommercial-NoDerivs License (, which permits distribution and reproduction for non-commercial purposes, provided the author and source are cited.

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    Original languageEnglish
    Pages (from-to)85-91
    JournalJournal of Business Research
    Journal publication dateJan 2017
    Early online date30 Jul 2016
    Publication statusPublished - Jan 2017

    ID: 28889261