The Impact of Anticipated Follower Entry on Consumer Acceptance of Pioneer Brands

Zhenfeng Ma, University of Ontario Institute of Technology, Canada
Ying Jiang, University of Ontario Institute of Technology, Canada
Most research on pioneering advantage has implicitly treated followers as a threat to the pioneer. In this study we show that the impact of the market entry announcements by me-too followers on the pioneer brand is contingent on the product’s innovation newness and network externalities. Specifically, anticipated follower entry increases consumers’ adoption intention toward the pioneer when the product is really new (versus incrementally new). Moreover, the positive impact of followers' entry on consumers' acceptance of the pioneer of really new products is more pronounced when the products exhibit high versus low network externalities.
[ to cite ]:
Zhenfeng Ma and Ying Jiang (2009) ,"The Impact of Anticipated Follower Entry on Consumer Acceptance of Pioneer Brands", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 781-782.