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Article
Publication date: 22 November 2019

Blandine Hetet, Claire-Lise Ackermann and Jean-Pierre Mathieu

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and…

2319

Abstract

Purpose

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and whether perceived brand innovativeness is reinforced by new product launch.

Design/methodology/approach

A total of 387 adults residing in France took part in a two-stage study. The two-stage research design aimed to investigate the effect of the introduction of a new product on brand perceptions. The innovation context used to test the hypotheses was the launch of a new electricity meter in the French market.

Findings

Brand innovativeness affects the way consumers evaluate new products launched by the brand. This effect is mediated by perceived newness and moderated by functional, hedonic and social consumer innovativeness. In addition, attitudes toward the brand improve as a result of the new product launch.

Research limitations/implications

Future research should test these hypotheses with other product categories and populations to provide external validity for the results and further investigate lack of support for some of the hypotheses.

Practical implications

The study’s findings highlight that the ability to develop and launch innovative products is not only know-how that is critical to innovation management but also a brand attribute stored in consumers’ minds that facilitates acceptance of the brand’s future new products.

Originality/value

This research addresses the underexplored question of how brand innovativeness and new product launch are interrelated. Extensive research has indeed shown the importance of customer-based brand equity and brand knowledge in evaluation and acceptance of new products. However, research on customer-based brand equity so far has paid limited attention to brand innovativeness. This research provides new findings on the relationship between brand innovativeness and new product evaluations.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 11 July 2023

Tunyaporn Vichiengior, Claire-Lise Ackermann and Adrian Palmer

The purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to…

557

Abstract

Purpose

The purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to the knowledge and theory building about anticipation that occurs in this liminal phase by investigating the cognitive, emotional and behavioural processes that interact to influence post-consumption evaluations.

Design/methodology/approach

An abductive research approach used a phase-based research design using semi-structured interviews. The authors identify interactions between cognitive, emotional and behavioural processes that occur during anticipation and associate these with post-consumption outcomes.

Findings

Anticipation of a consumption experience, enacted through thoughts, emotions and actions, and undertaken with peers, is an experience per se, independent from and interdependent with the substantive experience, and contributes to performance of the substantive experience. The authors propose a framework in which anticipation – as a performative phenomenon – influences the overall evaluations of the substantive consumption experience in contexts of delayed consumption. The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal, and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful.

Research limitations/implications

The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful.

Practical implications

The authors discuss the trade-off service providers face between encouraging anticipation, which raises expectations that might not be met, and facilitating anticipatory preparations, which may reduce the risk of service failure.

Originality/value

The authors provide a new lens by conceptualising anticipation as a performative process and identifying mechanisms by which anticipation is embedded in total consumption experience. This study has important generalisable implications for contexts where mechanisms of performative anticipation may be a means for ameliorating uncertainty about future consumption experiences.

Details

European Journal of Marketing, vol. 57 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 24 December 2020

Thorsten Teichert, Philipp Wörfel and Claire-Lise Ackermann

Snacking typically occurs as an automatic, consciously uncontrolled process which can lead to unintended health consequences. Grounded cognition informs about the multifaceted…

360

Abstract

Purpose

Snacking typically occurs as an automatic, consciously uncontrolled process which can lead to unintended health consequences. Grounded cognition informs about the multifaceted drivers of such automatic consumption processes. By integrating situation-, stimulus-, and person-specific factors, this study provides a holistic account of snacking.

Design/methodology/approach

A combined psychophysiological and behavioral experiment is conducted wherein participants can casually snack chocolate while participating in a survey setting. Implicit cognitions are assessed with the Implicit Association Test. The percentage of consumed chocolate serves as dependent variable in a Tobit regression with predictors at situation, stimulus and person level.

Findings

Chocolate snacking is positively influenced by personal craving tendencies, implicit food associations and situational contingency. We condense the results into an overarching framework in line with grounded cognition literature.

Practical implications

The multidimensional framework can guide consumer protection efforts to reduce excessive snacking habits based on situation, stimulus and person.

Originality/value

This study integrates theory from social cognition, consumer research, and behavioral food research and, thereby, extends the existing body of knowledge on grounded cognitions underlying snacking consumption.

Details

British Food Journal, vol. 123 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 30 September 2013

Laurence Fort-Rioche and Claire-Lise Ackermann

The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and…

3546

Abstract

Purpose

The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and looks at how such products are perceived by innovators.

Design/methodology/approach

An experiment was conducted with two groups of respondents, with a total sample of 194 respondents. These were, respectively, submitted to two different product designs for highly technical headphones; one with a neo-retro-design and the other with a typical modern design. The approach enabled the testing and validation of different hypotheses regarding retro and innovation.

Findings

The results suggest that a neo-retro-product design conveys newness and does not mislead the consumer when it comes to evaluating a product's technological input. Furthermore, they support the idea that consumer innovativeness has a positive effect on the attitude towards neo-retro-product design.

Research limitations/implications

Future research should explore the relationship between neo-retro-design and nostalgia proneness and perceived risk attached to innovative products.

Practical implications

The empirical findings of the paper highlights the creative process hidden behind the neo-retro-product design approach and have implications for design practitioners in the field of innovative products.

Originality/value

Despite the ever-growing importance of the retro-phenomenon, the relationship between neo-retro-product design, perceived innovation and consumer innovativeness has not previously been examined in the literature. The paper contributes to dispelling doubt as regards the compatibility of neo-retro-design and innovativeness.

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

Available. Content available
903

Abstract

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

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