Consumer perceived brand innovativeness : Effects and Moderation

Abstract: The purpose of this research is to extend the understanding of consumers’ perceived brand innovativeness. Within a quantitative approach an online survey was conducted, using a quota-sample of 501 physically active Germans. The data was analyzed through simple linear regression, mediation and moderation analysis. Further, the effects for two brands were compared. The findings corroborate previous literature, suggesting a highly positive effect of consumers’ perceived brand innovativeness (CPBI) on brand attitude, purchase intention, consumer satisfaction and consumer excitement. Further, brand attitude mediates the impact of CPBI on purchase intention and consumer satisfaction. Consumer innovativeness and involvement have a negative significant effect on the majority of the relations. Most of the constructs are controlled by previous purchase experience. Managers should consider CPBI as a possible antecedent for consumer behavior, however, CPBI should be in line with the actual offer of the brand. Further, the involvement and innovativeness of the desired target group should be taken into account for the brand positioning. However, the survey was conducted using non-probability sampling, focusing on the sporting goods market in Germany, which might have caused some limitations. The study contributes to the CPBI literature in supporting the scale for CPBI and providing further knowledge into the effects CPBI has on consumer outcomes. Further, the research points out the differences in consumers’ evaluation of CPBI based on their level of innovativeness and involvement.