search query: @journal_id 69 / total: 714
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| Author: | Alpert, F. H. Kamins, M. A. |
| Title: | An empirical investigation of consumer memory, attitude, and perceptions toward pioneer and follower brands (neue Produkte, Verbraucherforschung) |
| Journal: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 34-45 |
| Index terms: | |
| Freeterms: | PRODUKTEINFÜHRUNG |
| Language: | eng |
| Abstract: | This study provides a survey-based approach for examining consumer cognitions, affect of and behaviour toward pioneer brands. Prior research largely focused on automatic learning effects. A different issue is whether it matters to consumers to know that a particular brand was the product pioneer. The authors test 6 hypotheses, focusing on this issue and on new consumer behaviour explanations for pioneer brand advantage. The findings suggest that a potentially enduring, relatively inimitable competitive advantage may be created by the act of pioneership. |
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