Authors
Rahil Shams, Frank Alpert, Mark Brown
Publication date
2015/9/14
Journal
European Journal of Marketing
Volume
49
Issue
9/10
Pages
1589-1615
Publisher
Emerald Group Publishing Limited
Description
Purpose
– This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI.
Design/methodology/approach
– Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies.
Findings
– The results indicate that innovative brands are related with several interesting core and secondary …
Scholar articles
R Shams, F Alpert, M Brown - European Journal of Marketing, 2015