The Branding of Next-Generation Products

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.


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.


Marco Bertini, London Business School, UK
John Gourville, Harvard University
Elie Ofek, Harvard University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More


C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice

Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.