The Role of Brand Loyalty and Brand Innovativeness in Consumer Innovation Adoption Behavior

摘要

The key advantages of brand extensions for launching new products relate to higher levels of brand awareness, positive brand image associations, as well as lower risk perceptions (Balachander and Ghose, 2003). However, other authors have argued that radical or disruptive innovation can potentially pose a threat to existing brands as they may be perceived as risky by consumers (Schmidt and Druehl, 2008). This may incentivize firms to launch disruptive technological innovation under new brand names (Truong et al., 2017). However, launching new products under a new brand name may be unwarranted, particularly in situations where brands have a strong reputation for being innovative. In these situations, firms can leverage "brand innovativeness" attributes when marketing radically new products to their existing customers (Barone and Jewell, 2013). The present authors developed and tested an empirical model linking brand loyalty—consumer reasoning (HI), consumer reasoning—attitude towards adoption (H2 and H3), and the moderating role of brand innovativeness (H4) in the inter-construct relationships. Our findings suggest that brand loyalty influences consumers' attitude towardsinno-vation and their adoption intentions. However, results also show that brand innovativeness function as an important moderator, which influences the relationship between brand loyalty, consumers reasoning, and attitude formation, respectively.