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首页> 外文期刊>Journal of Business Research >Flag up! - Flagship products as important drivers of perceived brand innovativeness
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Flag up! - Flagship products as important drivers of perceived brand innovativeness

机译：检举！ -旗舰产品是感知品牌创新的重要驱动力

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Perceived brand innovativeness, the consumers' subjective assessment of a brand as innovative, often does not correspond to the level of innovation or the investment in research and development Therefore, it is important for companies to know how objective product-level innovation and attributes can be transformed into perceived brand innovativeness. One pilot study and three main studies show that the perceived flagship product innovativeness is an important determinant of perceived brand innovativeness and that product-brand typicality moderates the spillover of the perceived flagship product innovativeness to the brand. The reported studies contribute to a better understanding of the role of flagship products for perceived brand innovativeness and indicate that marketing managers can use the presentation of a flagship product as a key element for increasing perceived brand innovativeness. (C) 2016 Elsevier Inc. All rights reserved.
机译：感知到的品牌创新性，即消费者对品牌是否为创新的主观评估，通常不符合创新水平或研发投入，因此，对于公司而言，重要的是要知道如何客观地进行产品级创新和属性确定。转化为品牌创新感。一项先导研究和三项主要研究表明，感知到的旗舰产品创新性是感知到的品牌创新性的重要决定因素，并且产品-品牌的典型性减轻了感知到的旗舰产品创新性对品牌的溢出。报告的研究有助于更好地理解旗舰产品在感知品牌创新中的作用，并表明营销经理可以将旗舰产品的展示作为增加感知品牌创新的关键要素。 （C）2016 Elsevier Inc.保留所有权利。

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