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Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness

Journal of Technology Management & Innovation

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Field Value
 
Title Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
 
Creator Chang, Joseph W.
 
Subject brand innovability; consumer innovativeness; adverse effect; inferior innovation.
 
Description This research examines the adverse effects of inferior innovative extensions on the brand innovability and quality of own parent brands from the perspective of consumer innovativeness. The results reveal that inferior radical innovations weaken the perceptions of brand innovability and quality of high-innovativeness consumers less than the perceptions of brand innovability and quality of low-innovativeness consumers. Conversely, inferior incremental innovations weaken the perceptions of brand innovability and quality of low-innovativeness consumers less than the perceptions of brand innovability and quality of high-innovativeness consumers. In comparison, brand innovability is less susceptible than brand quality to inferior innovation information. The threats of inferior innovations are less detrimental than expectation if the adverse effects are assessed with brand innovability, instead of brand quality. The findings suggest that brand innovability is a more justifiable indicator than brand quality in evaluating the adverse effects of inferior innovations.
 
Publisher Facultad de Economía y Negocios, Universidad Alberto Hurtado
 
Contributor —
 
Date 2017-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículo revisado por pares
 
Format application/pdf
 
Identifier http://www.jotmi.org/index.php/GT/article/view/2577
10.4067/S0718-27242017000400006
 
Source Journal of Technology Management & Innovation; Vol 12, No 4 (2017); 55-64
Journal of Technology Management & Innovation; Vol 12, No 4 (2017); 55-64
0718-2724
 
Language eng
 
Relation http://www.jotmi.org/index.php/GT/article/view/2577/1100
 
Rights Copyright (c) 2017 Journal of Technology Management & Innovation
http://creativecommons.org/licenses/by/4.0