Corporate brand reputation and the adoption of innovations

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 1

Corkindale D., Belder M.Journal of Product and Brand Management (UK)2009Vol. 18 No. 4Start page: 242No. of pages: 9

Purpose – aims to investigate how the strength of a corporate brand influences the adoption of an innovative service, and the main components of the construct: corporate brand (CB). Design/methodology/approach – a real-world, online, information acceleration experiment was conducted where the marketing mix and competitive environment was held constant for a new service from three different CBs. Respondents indicated their likelihood of buying from each of these and their perceptions of them.Article Type: Research paperISSN: 1061-0421Reference: 38AS560

Keywords: Corporate branding, Information strategy, Innovation,Internet shopping, Purchasing