IDEAS home Printed from https://ideas.repec.org/a/hur/ijaraf/v3y2013i3p290-297.html
   My bibliography  Save this article

Analyzing the Effects of Brand Innovativeness on Attitude towards the Brand Considering the Moderating Role of Consumer Innovativeness with a Case Study in Students of University of Isfahan

Author

Listed:
  • Ali Sanayei

    (The University of Isfahan)

  • Arash Shahin

    (The University of Isfahan)

  • Ahsan Taherfar

    (The University of Isfahan)

Abstract

As Ouellet (2006) noted, Introduction of really new products by organizations is not a risk-free strategy for companies, some having less success at it than others. Factors such as changing consumer behavior towards really new products based on segments of adopters, product-related issues (e.g. pricing of the product and physical characteristics of the product) influence adoption, along with firm- and market-related factors. Brand and brand innovativeness concept, as one of brand associations and perceptions, less have been noted across factors of adoption of new products. In the long run, one crucial factor of brands pursuing innovation certainly has to do with consumer reactions to said brands and the products they sign. Therefore, the objective of this research is analyzing the effects of brand innovativeness on attitude towards the brand considering the moderating role of consumer innovativeness with a case study in students of Isfahan University. Brand innovativeness, consumer innovativeness, and attitude towards brand as the research variables were studied across students of Isfahan University, as the study population. The collection instrument is a questionnaire that 200 were distributed and 173 collected and analyzed. A random sampling procedure was applied and the validity of questionnaire was confirmed and reliability of it was calculated and confirmed by Cranach's Alpha. For data analysis and hypotheses testing has been used SPSS, AMOS, and PLS software. The results indicate that brand innovativeness, with regression weight equals' 0/78 and sig equals 0/000, has influenced on attitude towards bran. It means consumers have positive attitude towards brand if perceived brand innovativeness is high. Moreover, regression weight of the relationship is 0/732 for high-level consumer innovativeness and 0/651 for low-level consumer innovativeness and the calculated amount of t-value that equals 20/5853, indicates that the moderating influence of consumer innovativeness on the relationship has been confirmed.

Suggested Citation

  • Ali Sanayei & Arash Shahin & Ahsan Taherfar, 2013. "Analyzing the Effects of Brand Innovativeness on Attitude towards the Brand Considering the Moderating Role of Consumer Innovativeness with a Case Study in Students of University of Isfahan," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 290-297, July.
  • Handle: RePEc:hur:ijaraf:v:3:y:2013:i:3:p:290-297
    as

    Download full text from publisher

    File URL: http://hrmars.com/hrmars_papers/Article_33_Analyzing_the_Effects_of_Brand_Innovativeness_%281%29.pdf
    Download Restriction: no

    File URL: http://hrmars.com/hrmars_papers/Article_33_Analyzing_the_Effects_of_Brand_Innovativeness_%281%29.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chao, Chih-Wei & Reid, Mike & Mavondo, Felix T., 2012. "Consumer innovativeness influence on really new product adoption," Australasian marketing journal, Elsevier, vol. 20(3), pages 211-217.
    2. Agarwal, James & Malhotra, Naresh K., 2005. "An integrated model of attitude and affect: Theoretical foundation and an empirical investigation," Journal of Business Research, Elsevier, vol. 58(4), pages 483-493, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fatima Zahra Agzit & Hind Moussaid & Mohamed Sidmou & Mohamed Benmoussa, 2017. "Les Determinants De L’Attitude Des Consommateurs Envers Les Nouvelles Strategies Des Distributeurs : Analyse Qualitative Exploratoire Appliquee Au Cas Des Aliments Sante Vendus Sous Mdd," Post-Print hal-01757765, HAL.
    2. Bahman HUSEYNLI & Zehra BOZBAY, 0. "Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi," Istanbul Business Research, Istanbul University Business School, vol. 47(1), pages 64-87.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yadav, Rambalak & Giri, Arunangshu & Chatterjee, Satakshi, 2022. "Understanding the users' motivation and barriers in adopting healthcare apps: A mixed-method approach using behavioral reasoning theory," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    2. Agus Sugiarto & Cheng-Wen Lee & Andrian Dolfriandra Huruta & Christine Dewi & Abbott Po Shun Chen, 2022. "Predictors of Pro-Environmental Intention and Behavior: A Perspective of Stimulus–Organism–Response Theory," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    3. Lokesh Jasrai, 2014. "Measuring Mobile Telecom Service Innovativeness Among Youth," Paradigm, , vol. 18(1), pages 103-116, June.
    4. Albors-Garrigos, Jose, 2020. "Barriers and enablers for innovation in the retail sector: Co-innovating with the customer. A case study in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    5. Hossein Nasiri Zarandi & Fereshteh Lotfizadeh, 2016. "The Influence of Cognitive Innovativeness on the Behavior and Style of Consumer Adoption: Implications for Electronic-Banking Service Adoption," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 90-103, October.
    6. Han-Shen Chen & Bi-Kun Tsai & Chi-Ming Hsieh, 2018. "The Effects of Perceived Barriers on Innovation Resistance of Hydrogen-Electric Motorcycles," Sustainability, MDPI, vol. 10(6), pages 1-15, June.
    7. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    8. Seok Chan Jeong & Beom-Jin Choi, 2022. "Moderating Effects of Consumers’ Personal Innovativeness on the Adoption and Purchase Intention of Wearable Devices," SAGE Open, , vol. 12(4), pages 21582440221, November.
    9. Mahamudul Hasan, 2021. "Attitudinal Components and Repurchase Intention With the Mediating Role of Personality Traits: Case of Bangladeshi Mobile Handset Users," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(1), pages 94-108, January.
    10. Sierra, Jeremy J. & Hyman, Michael R., 2011. "Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 341-347.
    11. Ghezzi, Antonio & Cavallo, Angelo, 2020. "Agile Business Model Innovation in Digital Entrepreneurship: Lean Startup Approaches," Journal of Business Research, Elsevier, vol. 110(C), pages 519-537.
    12. Wang, Zhengpei & Yang, Xue, 2019. "Understanding backers’ funding intention in reward crowdfunding: An elaboration likelihood perspective," Technology in Society, Elsevier, vol. 58(C).
    13. Ji-Hye Kim & Eungoo Kang, 2023. "An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    14. Heidenreich, Sven & Kraemer, Tobias, 2015. "Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 134-151.
    15. Inda PREMORDIA & Timea GÁL, 2021. "Negative Online Customer Reviews In Restaurant Dining Experience: What Are The Determining Factors Of Service Failure Affecting Behavioral Intentions?," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 17, pages 69-83, June.
    16. Chia-Lin LEE & Reinhold DECKER, 2009. "Modeling The Effect Of Belief Revisions On The Success Of Co-Branding," Journal of Applied Economic Sciences, Spiru Haret University, Faculty of Financial Management and Accounting Craiova, vol. 4(2(8)_ Sum).
    17. Sierra, Jeremy J. & Jillapalli, Ravi K. & Badrinarayanan, Vishag A., 2013. "Determinants of a lasting purchase: The case of the tattoo patron," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 389-399.
    18. Matos Cámara Rafael Fabricio & San Martín Gutiérrez Sonia, 2012. "Análisis sobre la reputación de marca, las emociones y la confianza como formadoras de la satisfacción del turista," Contaduría y Administración, Accounting and Management, vol. 57(4), pages 253-286, octubre-d.
    19. Michalak Szymon & Bartkowiak Paweł, 2021. "Consumer Innovativeness and Personal Characteristics – A Study Among the Inhabitants of the Poznań Agglomeration," Folia Oeconomica Stetinensia, Sciendo, vol. 21(1), pages 31-47, June.
    20. Vikas Chauhan & Rambalak Yadav & Vipin Choudhary, 2022. "Adoption of electronic banking services in India: an extension of UTAUT2 model," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 27-40, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hur:ijaraf:v:3:y:2013:i:3:p:290-297. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Hassan Danial Aslam (email available below). General contact details of provider: http://hrmars.com/index.php/pages/detail/Accounting-Finance-Journal .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.