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Brand Names, Adoption and Diffusion

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

The current study explores the baby care industry in light of adoption and diffusion of two different types of innovation and how this can be affected by branding strategies and brand names. It finds that, in the baby care industry, differentiation is not the appropriate branding strategy for radical innovations, which is counterintuitive to the dominating logic on branding innovations. The customers in the baby care industry are emotion laden and appreciate a feeling of trust to a new product and / or a new brand starting with the brand name. Brand names have inherent meanings because they are able to evoke associations upon hearing without any product attached to it. Next, it casts doubts to whether it is social pressures according to Bass or the product''s superior performance that accelerates the diffusion, which is enhanced further by an appropriate brand name. Thus, this study adds to branding innovations, naming brands, and adoption and diffusion literature, being the first to combine these concepts in the context of the baby care industry. Thereby, it contributes new insights, that are valuable to marketers as well, and opens arrays for future research.

Product Specifications
SKU :COC71101
AuthorAlice Wenglosky
LanguageEnglish
BindingPaperback
Number of Pages80
Publishing Year2011-02-14T00:00:00.000
ISBN978-3844305661
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00