The interplay of brand sound meaning and brand origin on new high-tech product evaluation

Sangwon Lee

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 1, 16-30

Abstract: This study explores the effects of brand sound meaning and brand origin on attitude toward really new high-tech products. Employing theoretical underpinnings from processing fluency theory, this study demonstrates that brand sound meaning and brand origin independently and jointly affect new product evaluations. Individual consumer differences (e.g. technological sophistication and perceived newness) also affect the brand sound meaning and brand origin effect 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 effect is more pronounced if the consumers are technologically more sophisticated, and (3) brand sound meaning and brand origin interact at different 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.

Date: 2017
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2016.1265318 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:27:y:2017:i:1:p:16-30

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2016.1265318

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().