How Brands Shape Newness Perceptions

Numerous innovations fail - often because they are perceived as lacking novelty. We demonstrate how innovation novelty is influenced by a previously unexplored factor: the brand used to introduce it. Four studies show that perceived novelty is determined by the level of abstractness of a brand’s overall associations.


Frank Goedertier, Kristof Geskens, and Gregory S. Carpenter (2013) ,"How Brands Shape Newness Perceptions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Frank Goedertier, Vlerick Business School, Belgium
Kristof Geskens, Vlerick Business School, Belgium
Gregory S. Carpenter, Northwestern University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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