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Publications
Publications
  • 2013
  • Other Unpublished Work

Branding Next-Generation Products

By: Marco Bertini, John T. Gourville, E. Ofek and Jill Avery
  • Format:Print
  • | Language:English
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Abstract

We study the effect of brand name selection on consumer evaluations of next-generation products. In four experiments, participants evaluated next-generation offerings whose brand names either continued or interrupted existing naming sequences. The first results show that while consumers anticipate enhanced performance on existing product features irrespective of the branding decision, a name change triggers significantly higher expectations of new features. This added layer of innovation led participants to believe they were exposed to greater risk and reward. As a result, the last two experiments demonstrate that situational and dispositional factors influencing the relative salience of these beliefs determine adoption intentions.

Keywords

Brand Management; Brand Positioning; Next-generation Products; Marketing; Brands and Branding; Marketing Strategy; Consumer Behavior; Consumer Products Industry; Electronics Industry; Video Game Industry

Citation

Bertini, Marco, John T. Gourville, E. Ofek, and Jill Avery. "Branding Next-Generation Products." (Invited for resubmission to the Journal of Consumer Psychology.)

About The Authors

John T. Gourville

Marketing
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Elie Ofek

Marketing
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Jill J. Avery

Marketing
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    Israelis, Palestinians, and the Technology Bridge Between Them: A Work in Progress

    By: Elie Ofek and Lia Weiner
    • October 2022
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    Pricing at Echosec Systems

    By: Elie Ofek, Marco Bertini, Annelena Lobb and Alexis Lefort
More from the Authors
  • Aleph Farms: A New Culture of Meat By: Elie Ofek
  • Israelis, Palestinians, and the Technology Bridge Between Them: A Work in Progress By: Elie Ofek and Lia Weiner
  • Pricing at Echosec Systems By: Elie Ofek, Marco Bertini, Annelena Lobb and Alexis Lefort
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