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

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

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.

Suggested Citation

  • Truong, Yann & Klink, Richard R. & Simmons, Geoff & Grinstein, Amir & Palmer, Mark, 2017. "Branding strategies for high-technology products: The effects of consumer and product innovativeness," Journal of Business Research, Elsevier, vol. 70(C), pages 85-91.
    • Handle: RePEc:eee:jbrese:v:70:y:2017:i:c:p:85-91
    DOI: 10.1016/j.jbusres.2016.07.003
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    References listed on IDEAS

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