Investigating the Effect of Perceived Product Portfolio Innovativeness on Consumerś Brand Perceptions

Patrick Spieth, Tobias Roeth, Thomas Clauss*, Christian Urhahn, Catherine Killen

*Kontaktforfatter

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

38 Downloads (Pure)

Abstract

Portfolio innovativeness has been indicated as a crucial aspect of a firm's innovation efforts. However, research traditionally applies a firm-centric conceptualization of portfolio innovativeness, neglecting its signaling effect to consumers. Taking a different route, this article applies a consumer-centric approach to investigate consumer perceptions of portfolio innovativeness as an antecedent of their brand perceptions. We incorporate inconsistent insights on portfolio innovativeness by introducing a novel construct: portfolio innovativeness variety. It describes the degree of novelty concerning different new products and services in a firm's innovation portfolio. Drawing on signaling theory, the results of 691 completed questionnaires show that consumers’ perceived portfolio innovativeness increases consumer-based brand equity. However, portfolio innovativeness variety moderates this relationship negatively. This article explores an inverted U-shaped relationship between portfolio innovativeness variety and brand equity. These insights suggest that large portfolio innovativeness variety confuses consumers about a brand's offerings and that portfolio management should incorporate these insights in order to offer a balanced and value-maximized innovation portfolio. This article offers novel insights into an unexplored aspect of portfolio innovativeness with complementary research on innovation portfolios from a consumer perspective.

OriginalsprogEngelsk
TidsskriftIEEE Transactions on Engineering Management
Vol/bind70
Udgave nummer10
Sider (fra-til)3451-3464
ISSN0018-9391
DOI
StatusUdgivet - 1. okt. 2023

Bibliografisk note

Publisher Copyright:
IEEE

Fingeraftryk

Dyk ned i forskningsemnerne om 'Investigating the Effect of Perceived Product Portfolio Innovativeness on Consumerś Brand Perceptions'. Sammen danner de et unikt fingeraftryk.

Citationsformater