How does brand innovativeness affect brand loyalty?

Pappu, Ravi and Quester, Pascale G. (2016) How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50 1/2: 2-28. doi:10.1108/EJM-01-2014-0020

Author Pappu, Ravi
Quester, Pascale G.
Title How does brand innovativeness affect brand loyalty?
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2016-01-01
Sub-type Article (original research)
DOI 10.1108/EJM-01-2014-0020
Open Access Status Not Open Access
Volume 50
Issue 1/2
Start page 2
End page 28
Total pages 27
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing
Language eng
Formatted abstract
Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory.
Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling.
Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship.
Practical implications – The results can help product managers in their brand management and promotion of new products.
Originality/value – Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.
Keyword Brand innovativeness
Brand equity
Brand loyalty
Customer satisfaction
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 4 times in Scopus Article | Citations
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Created: Tue, 05 Jan 2016, 22:25:19 EST by Dr Ravi Pappu on behalf of UQ Business School