Consumer perceived brand innovativeness: conceptualisation and measurement

Shams, Rahil, Alpert, Frank and Brown, Mark (2015) Consumer perceived brand innovativeness: conceptualisation and measurement. European Journal of Marketing, 49 9/10: 1589-1615. doi:10.1108/EJM-05-2013-0240

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Author Shams, Rahil
Alpert, Frank
Brown, Mark
Title Consumer perceived brand innovativeness: conceptualisation and measurement
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2015
Sub-type Article (original research)
DOI 10.1108/EJM-05-2013-0240
Open Access Status Not Open Access
Volume 49
Issue 9/10
Start page 1589
End page 1615
Total pages 27
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing
Collection year 2016
Language eng
Formatted abstract
Purpose:  This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI.

Design/methodology/approach:  Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies.

Findings:  The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is valid and reliable.

Originality/value:  The present study is the first to identify the limitations of product and firm innovativeness conceptualizations with regards to brand innovativeness. It develops a unique and theoretically supported conceptualization and operationalization of CPBI. The first brand concept map for the concept of innovative brands is presented. The results of the studies indicate the measure’s ability to successfully predict important consumer behavior variables such as purchase intentions, and to demonstrate superior predictive performance compared with a key related scale in the mobile phone category.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 0 times in Thomson Reuters Web of Science Article
Scopus Citation Count Cited 1 times in Scopus Article | Citations
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Created: Thu, 21 May 2015, 08:21:20 EST by Ms Rahil Shams on behalf of UQ Business School