...: consumer innovativeness as a dispositional personal trait and playfulness as a situation trait. We specifically propose that whereas consumer innovativeness may directly increase the propensity to pre-order, the congruence between the self and the values embodied in the forthcoming product has...

...- versus high-equity brands. The moderating role of consumer innovativeness in this relationship is investigated further. Design/methodology/approach – The study is based on survey data from users of two brands of digital audio players of different brand equity levels. Findings – Overall...