Flag up! – Flagship products as important drivers of perceived brand innovativeness |
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| Institution: | 1. Northumbria University, Newcastle Business School, City Campus East, Newcastle upon Tyne NE1 8ST, UK;2. University of Vienna, Department of Economic Psychology, Educational Psychology and Evaluation, Universitätsstraße 7 (NIG), 1010 Vienna, Austria;3. EBC University, Grafenberger Allee, 40237 Duesseldorf, Germany;4. Zeppelin University, Chair of Innovationmanagement, Am Seemooser Horn 20, 88045 Friedrichshafen, Germany;5. University of Duesseldorf, Chair of Marketing, Universitaetsstr.1, 40225 Duesseldorf, (Germany);1. Curtin University, School of Marketing, GPO Box U1987, Perth, Western Australia 6845, Australia;2. Delhi Technological University, Delhi School of Management, Bawana Road, Shahbad Daulatpur, New Delhi 110042, Delhi, India;1. James F. Dicke College of Business Administration, Ohio Northern University, Ada, OH 45810, United States;2. Department of Marketing and International Business, Spears School of Business, Oklahoma State University, Stillwater, OK 74078, United States;3. Department of Marketing and Supply Chain Management, Haslam College of Business, University of Tennessee, Knoxville, TN 37996, United States;1. Instituto Universitário de Lisboa (ISCTE-IUL), BRU-IUL, Lisbon, Portugal;2. Nova School of Business and Economics, Universidade Nova de Lisboa, Campus de Campolide, 1099-032 Lisbon, Portugal;1. Marketing Department, University of Ljubljana, Kardeljeva plo??ad 17, 1000 Ljubljana, Slovenia;2. Department of International Marketing, University of Vienna, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;3. Department of Applied Psychology: Work, Education, Economy, University of Vienna, Universitätsstraße 7 (NIG), 1010 Vienna, Austria |
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| Abstract: | Perceived brand innovativeness, the consumers' subjective assessment of a brand as innovative, often does not correspond to the level of innovation or the investment in research and development. Therefore, it is important for companies to know how objective product-level innovation and attributes can be transformed into perceived brand innovativeness. One pilot study and three main studies show that the perceived flagship product innovativeness is an important determinant of perceived brand innovativeness and that product-brand typicality moderates the spillover of the perceived flagship product innovativeness to the brand. The reported studies contribute to a better understanding of the role of flagship products for perceived brand innovativeness and indicate that marketing managers can use the presentation of a flagship product as a key element for increasing perceived brand innovativeness. |
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