The interplay of brand sound meaning and brand origin on new high-tech product evaluation
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This study explores the eff ects of brand sound meaning and brand origin on attitude toward really new high-tech products. Employing theoretical underpinnings from processing fl uency theory, this study demonstrates that brand sound meaning and brand origin independently and jointly aff ect new product evaluations. Individual consumer diff erences (e.g. technological sophistication and perceived newness) also aff ect the brand sound meaning and brand origin eff ect on new product evaluation. Results from the experiments conducted demonstrate that (1) brand sound meaning matters more to the consumers who feel a lower perceived newness level in relation to the new products than to consumers who feel a higher perceived newness level, (2) brand origin eff ect is more pronounced if the consumers are technologically more sophisticated, and (3) brand sound meaning and brand origin interact at diff erent perceived newness levels to determine the attitude toward the product such that at low perceived newness levels, brand sound meaning matters more for developed country brand origin.
Abstract
This study explores the eff ects of brand sound meaning and brand origin on attitude toward really new high-tech products. Employing theoretical underpinnings from processing fl uency theory, this study demonstrates that brand sound meaning and brand origin independently and jointly aff ect new product evaluations. Individual consumer diff erences (e.g. technological sophistication and perceived newness) also aff ect the brand sound meaning and brand origin eff ect on new product evaluation. Results from the experiments conducted demonstrate that (1) brand sound meaning matters more to the consumers who feel a lower perceived newness level in relation to the new products than to consumers who feel a higher perceived newness level, (2) brand origin eff ect is more pronounced if the consumers are technologically more sophisticated, and (3) brand sound meaning and brand origin interact at diff erent perceived newness levels to determine the attitude toward the product such that at low perceived newness levels, brand sound meaning matters more for developed country brand origin.
참고문헌 (46)
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