Branding strategies for high-technology products: The effects of consumer and product innovativeness
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- 作者：Yann Truonga ; yann.truong@escdijon.eu" class="auth_mail" title="E-mail the corresponding author ; Richard R. Klinkb ; rklink@loyola.edu" class="auth_mail" title="E-mail the corresponding author ; Geoff Simmonsc ; g.simmons@qub.ac.uk" class="auth_mail" title="E-mail the corresponding author ; Amir Grinsteind ; e ; GrAmir@som.bgu.ac.il" class="auth_mail" title="E-mail the corresponding author ; Mark Palmerc ; m.palmer@qub.ac.uk" class="auth_mail" title="E-mail the corresponding author
- 关键词：Innovation ; Branding ; Consumer innovativeness ; Product innovativeness ; High-technology products
- 刊名：Journal of Business Research
- 出版年：2017
- 出版时间：January 2017
- 年：2017
- 卷：70
- 期：Complete
- 页码：85-91
- 全文大小：379 K
文摘
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Brand naming decisions should account for consumer adoption orientation.
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Brand naming decisions should account for product innovativeness.
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Earlier adopters prefer new names for less innovative products.
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Earlier adopters prefer existing names for more innovative products.