Rahil Shams

Consumer perceived brand innovativeness: : Conceptualization and operationalization

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 vali...

Consumer perceived brand innovativeness

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 vali...

The role of brand credibility in the relationship between brand innovativeness and purchase intention

This paper examines the interrelated effects of brand innovativeness, brand credibility, and consumer innovativeness on consumer purchase intention. While innovativeness has been extensively studied at the product, firm, and consumer level, there is a small but growing body of research that examines innovativeness at the brand level. The brand innovativeness construct has been theoretically validated although its role in consumer response to branded offerings is still underexplored. A structural equations model indicates that brands that are perceived as more innovative garner significantly higher purchase intent among consumers. The paper seeks to explain the mechanism by which this relationship occurs by introducing brand credibility as a partial mediating factor. Results suggest that marketers should emphasise their brands innovation credentials as this has a positive effect on credibility and purchase intention.