The Branding of Next-Generation Products

Marco Bertini, London Business School, UK
John Gourville, Harvard University
Elie Ofek, Harvard University
We examine the effect a firm’s branding strategy has on consumer perceptions of next-generation products. In three experiments, participants evaluated a next-generation offering whose brand name was either a continuation of or a deviation from an established naming convention. The results of the first study suggest that consumers infer the level of product change by the similarity of its brand name across generations. The next two studies provide evidence that new brand names lead consumers to believe they are exposed to both greater risks and rewards. In turn, the relative salience of these factors affects the likelihood that next-generation products are purchased.
[ to cite ]:
Marco Bertini, John Gourville, and Elie Ofek (2008) ,"The Branding of Next-Generation Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 834-834.