Matches in SemOpenAlex for { <https://semopenalex.org/work/W2502331570> ?p ?o ?g. }
- W2502331570 endingPage "91" @default.
- W2502331570 startingPage "85" @default.
- W2502331570 abstract "Choice of an appropriate branding strategy is a critical determinant of new product success. Prior work on fast-moving-consumer-goods (FMCG) prescribes that new products carry new (vs. existing) brand names to appeal to earlier adopters - a critical target for new products. However, such a prescription may not be prudent for high-technology (HT) products, as they often involve considerably more consumer perceived risk than FMCG. By drawing on Dowling and Staelin's (1994) framework of perceived-risk handling, we propose that both earlier and later adopters will favor existing brands to cope with the elevated risk associated with an innovative HT product. Two studies - one conducted in an experimental setting and the other in a field setting - support the proposition that both earlier and later adopters respond more favorably to existing (vs. new) brands on innovative HT products." @default.
- W2502331570 created "2016-08-23" @default.
- W2502331570 creator A5005924851 @default.
- W2502331570 creator A5023377268 @default.
- W2502331570 creator A5049202129 @default.
- W2502331570 creator A5063990683 @default.
- W2502331570 creator A5076389641 @default.
- W2502331570 date "2017-01-01" @default.
- W2502331570 modified "2023-09-30" @default.
- W2502331570 title "Branding strategies for high-technology products: The effects of consumer and product innovativeness" @default.
- W2502331570 cites W1480804317 @default.
- W2502331570 cites W1502478889 @default.
- W2502331570 cites W1527932246 @default.
- W2502331570 cites W1577753827 @default.
- W2502331570 cites W1964855600 @default.
- W2502331570 cites W1968242447 @default.
- W2502331570 cites W1970631463 @default.
- W2502331570 cites W1973029523 @default.
- W2502331570 cites W1991218014 @default.
- W2502331570 cites W1996812234 @default.
- W2502331570 cites W2003682675 @default.
- W2502331570 cites W2014638744 @default.
- W2502331570 cites W2023977558 @default.
- W2502331570 cites W2024110065 @default.
- W2502331570 cites W2029686226 @default.
- W2502331570 cites W2038231933 @default.
- W2502331570 cites W2042124431 @default.
- W2502331570 cites W2045988471 @default.
- W2502331570 cites W2050497195 @default.
- W2502331570 cites W2059641860 @default.
- W2502331570 cites W2067713849 @default.
- W2502331570 cites W2074661292 @default.
- W2502331570 cites W2080622188 @default.
- W2502331570 cites W2090008771 @default.
- W2502331570 cites W2104093905 @default.
- W2502331570 cites W2147615532 @default.
- W2502331570 cites W2153726943 @default.
- W2502331570 cites W2168578824 @default.
- W2502331570 cites W3123527083 @default.
- W2502331570 cites W3123718160 @default.
- W2502331570 cites W3124168741 @default.
- W2502331570 cites W3125507772 @default.
- W2502331570 cites W4244980072 @default.
- W2502331570 cites W4247010815 @default.
- W2502331570 cites W4247301077 @default.
- W2502331570 cites W4250217617 @default.
- W2502331570 doi "https://doi.org/10.1016/j.jbusres.2016.07.003" @default.
- W2502331570 hasPublicationYear "2017" @default.
- W2502331570 type Work @default.
- W2502331570 sameAs 2502331570 @default.
- W2502331570 citedByCount "49" @default.
- W2502331570 countsByYear W25023315702018 @default.
- W2502331570 countsByYear W25023315702019 @default.
- W2502331570 countsByYear W25023315702020 @default.
- W2502331570 countsByYear W25023315702021 @default.
- W2502331570 countsByYear W25023315702022 @default.
- W2502331570 countsByYear W25023315702023 @default.
- W2502331570 crossrefType "journal-article" @default.
- W2502331570 hasAuthorship W2502331570A5005924851 @default.
- W2502331570 hasAuthorship W2502331570A5023377268 @default.
- W2502331570 hasAuthorship W2502331570A5049202129 @default.
- W2502331570 hasAuthorship W2502331570A5063990683 @default.
- W2502331570 hasAuthorship W2502331570A5076389641 @default.
- W2502331570 hasBestOaLocation W25023315702 @default.
- W2502331570 hasConcept C112698675 @default.
- W2502331570 hasConcept C125502 @default.
- W2502331570 hasConcept C144133560 @default.
- W2502331570 hasConcept C15744967 @default.
- W2502331570 hasConcept C162853370 @default.
- W2502331570 hasConcept C163355716 @default.
- W2502331570 hasConcept C169760540 @default.
- W2502331570 hasConcept C17744445 @default.
- W2502331570 hasConcept C19351080 @default.
- W2502331570 hasConcept C199539241 @default.
- W2502331570 hasConcept C2524010 @default.
- W2502331570 hasConcept C26760741 @default.
- W2502331570 hasConcept C2778449503 @default.
- W2502331570 hasConcept C2778738759 @default.
- W2502331570 hasConcept C33923547 @default.
- W2502331570 hasConcept C90673727 @default.
- W2502331570 hasConceptScore W2502331570C112698675 @default.
- W2502331570 hasConceptScore W2502331570C125502 @default.
- W2502331570 hasConceptScore W2502331570C144133560 @default.
- W2502331570 hasConceptScore W2502331570C15744967 @default.
- W2502331570 hasConceptScore W2502331570C162853370 @default.
- W2502331570 hasConceptScore W2502331570C163355716 @default.
- W2502331570 hasConceptScore W2502331570C169760540 @default.
- W2502331570 hasConceptScore W2502331570C17744445 @default.
- W2502331570 hasConceptScore W2502331570C19351080 @default.
- W2502331570 hasConceptScore W2502331570C199539241 @default.
- W2502331570 hasConceptScore W2502331570C2524010 @default.
- W2502331570 hasConceptScore W2502331570C26760741 @default.
- W2502331570 hasConceptScore W2502331570C2778449503 @default.
- W2502331570 hasConceptScore W2502331570C2778738759 @default.
- W2502331570 hasConceptScore W2502331570C33923547 @default.
- W2502331570 hasConceptScore W2502331570C90673727 @default.
- W2502331570 hasLocation W25023315701 @default.
- W2502331570 hasLocation W25023315702 @default.