haku: @indexterm PRODUCT INFORMATION / yhteensä: 113
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| Tekijä: | Rettie, R. Hilliar, S. Alpert, F. |
| Otsikko: | Pioneer brand advantage with UK consumers |
| Lehti: | European Journal of Marketing
2002 : VOL. 36:7-8, p. 895-911 |
| Asiasana: | CONSUMER BEHAVIOUR MARKETS ENTRY CONDITIONS PRODUCT INFORMATION BRANDS UNITED KINGDOM |
| Kieli: | eng |
| Tiivistelmä: | Pioneer advantage is derived from two sources: producer- based advantages and consumer-based advantages. The latter is relatively under-researched. This research replicates and extends Alpert and Kamins' (1995) research, which was the first to directly survey consumers. Since their research occurred only in the USA, cross-cultural replication is appropriate, (Hubbard and Armstrong, 1994). Key results show that: consumers are able to recall a brand's pioneering status; pioneer brands generally have higher recall or retrieval than other brands including the market leader; communication of pioneer status may enhance purchase interest, both at the time of the product's introduction and years after its introduction. These results support the US findings, and are rather more positive. |
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