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Selling innovativeness in the a utomotive industry : the impact of communicated brand innovativeness, product innovativeness and communication channel on brand perception and brand engagement intentions

Berger, Corinna (2019) Selling innovativeness in the a utomotive industry : the impact of communicated brand innovativeness, product innovativeness and communication channel on brand perception and brand engagement intentions.

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Abstract:Purpose - Innovativeness is a buzz word in the automotive industry being used as an umbrella term for all kinds of new technologies such as Artificial Intelligence (AI) used in the interior of new cars. While development teams and innovation experts within automotive companies work on new innovative products and the implementation of new technologies, marketing and communication managers must figure out how to communicate about product and brand innovativeness to create positive brand perceptions and high brand engagement intentions, especially amongst millennials. This study focuses on the impact of innovativeness on brand perception and brand engagement intentions to give marketing-communication professionals useful insights. Research Design – The study aimed to answer the question how automotive brands should communicate about brand innovativeness regarding the actual product innovativeness. A 2x2x2 experimental design was used in which communicated brand innovativeness (low vs. high), product innovativeness (low vs. high) and the communication channel (traditional vs. new-media) were manipulated. Effects on brand image, brand trust, WOM intention, and purchase intention were measured. Effects of personal innovativeness and perceived risk of innovative products were investigated to deepen the insights. The respondents (N = 165) were millennials living in Germany. Findings – Results indicated that high communicated brand innovativeness and high product innovativeness lead to more positive brand perceptions and higher brand engagement intentions compared to when product innovativeness and communicated brand innovativeness were low. Using a new-media communication channel led to higher brand engagement intentions than using a traditional communication channel. Consumers’ personal innovativeness and risk perception of automotive innovativeness influenced the effects of communicated brand innovativeness and product innovativeness on brand perception. Implications – Findings add to the body of research in the field of innovativeness and lay a foundation for further investigation of innovativeness as a factor influencing brand success. The results help marketing communication professionals to sell innovativeness in the automotive industry to millennials and increase brand perception and brand engagement intentions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 05 communication studies, 83 economics, 85 business administration, organizational science
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77139
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