UNE Business School Seminar Series, 2 September 2016

How Does Brand Innovativeness Affect Brand Loyalty?

Presenter: Assoc. Prof Ravi Pappu, University of Queensland

Professor Alison Sheridan, Associate Professor Ravi Pappu, Dr. Sujana Adapa, and Professor John Rice

This seminar engaged with consumers’ perceptions of innovativeness, and how this affects an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signalling theory.

Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present study reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty.

This research fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.

Ravi Pappu is Associate Professor of Marketing at the University of Queensland. He received a PhD in marketing from University of New England (UNE). Prior to UNE, he graduated with an MBA and a PG Diploma in marketing, both awarded with Distinction, from the University of Waikato, New Zealand. He has publications in the Journal of the Academy of Marketing Science, Journal of Business Research, International Business Review, Journal of International Business Studies, European Journal of Marketing, Journal of Retailing and Consumer Services, and Journal of Marketing Education. His research interests are brand management, modelling consumer decision making, brand innovativeness measurement and management, marketing communications and international marketing.