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

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 hi...

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Autor principal:	Chang,Joseph W
Lenguaje:	English
Publicado:	Universidad Alberto Hurtado. Facultad de Economía y Negocios 2017
Materias:	brand innovability consumer innovativeness adverse effect inferior innovation
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000400006
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spelling	oai:scielo:S0718-272420170004000062018-01-22Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativenessChang,Joseph W brand innovability consumer innovativeness adverse effect inferior innovation 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.info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.12 n.4 20172017-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000400006en10.4067/S0718-27242017000400006
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	brand innovability consumer innovativeness adverse effect inferior innovation
spellingShingle	brand innovability consumer innovativeness adverse effect inferior innovation Chang,Joseph W Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
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.
author	Chang,Joseph W
author_facet	Chang,Joseph W
author_sort	Chang,Joseph W
title	Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
title_short	Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
title_full	Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
title_fullStr	Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
title_full_unstemmed	Assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
title_sort	assessing adverse effects of inferior innovations with brand innovability: perspectives of consumer innovativeness
publisher	Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate	2017
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242017000400006
work_keys_str_mv	AT changjosephw assessingadverseeffectsofinferiorinnovationswithbrandinnovabilityperspectivesofconsumerinnovativeness
_version_	1714203283472515072

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

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