The Incremental Utility of Adding New Functionalities to Products: the Role of Goal Congruence and Perceived Brand Quality
This research investigates the effect of two factors - goal-congruence and perceived brand quality - on the incremental utility of adding new functionalities to products. It is proposed that goal congruence (i.e., the extent of similarity between the goals associated with the added functionality and the base product) moderates the incremental utility gained by high and low quality brands introducing such products. In an experimental study it is found that low quality brands gain more than high quality ones when congruent functionalities are added, while both low and high quality brands gain equally when incongruent functionalities are added to products.
Tripat Gill and Jing Lei (2008) ,"The Incremental Utility of Adding New Functionalities to Products: the Role of Goal Congruence and Perceived Brand Quality", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 926-927.
Tripat Gill, University of Ontario Institute of Technology, Canada
Jing Lei, University of Ontario Institute of Technology, Canada
NA - Advances in Consumer Research Volume 35 | 2008
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA
The Ritualistic Dimension of Microlending
Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile
Rituals Enhance Self-Brand Connection: The Role of Time Perception
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University