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Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic

In innovation adoption, potential adopters are expected to rely on the brand name of the innovation to determine its quality level. Because risks are involved in most innovation adoption, dependency appears between the consumer and the brand. With little attention being put to analyze brand trus...

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Main Authors: Wee, Stany Lian Fong, Hishamuddin Ismail,, Tan, Pei Kian
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:http://journalarticle.ukm.my/21732/1/pengurusan_67-10.pdf
http://journalarticle.ukm.my/21732/
https://ejournal.ukm.my/pengurusan/issue/view/1590
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spelling my-ukm.journal.217322023-06-21T07:55:57Z http://journalarticle.ukm.my/21732/ Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic Wee, Stany Lian Fong Hishamuddin Ismail, Tan, Pei Kian In innovation adoption, potential adopters are expected to rely on the brand name of the innovation to determine its quality level. Because risks are involved in most innovation adoption, dependency appears between the consumer and the brand. With little attention being put to analyze brand trust in consumer brands and diffusion studies, this study conceptually proposes an innovation characteristic model which includes brand trust as the new innovation characteristic and mediates existing characteristics to adoption intention in the existing literature. Certain private label products are also selected as the innovation subject herein and are expected to draw retail practitioners' attention to the importance of brand management. Retailers' efforts are deemed worthless if retailers do not pay attention to brand trust, which is the underlying cause of private label failure in developing markets. The empirical results herein are expected to aid in augmenting the influence of brand trust on any innovation adoption and further highlight the importance of brand management for retail and private label brands. Penerbit Universiti Kebangsaan Malaysia 2023-06 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/21732/1/pengurusan_67-10.pdf Wee, Stany Lian Fong and Hishamuddin Ismail, and Tan, Pei Kian (2023) Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic. Jurnal Pengurusan, 67 . pp. 1-11. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1590
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description In innovation adoption, potential adopters are expected to rely on the brand name of the innovation to determine its quality level. Because risks are involved in most innovation adoption, dependency appears between the consumer and the brand. With little attention being put to analyze brand trust in consumer brands and diffusion studies, this study conceptually proposes an innovation characteristic model which includes brand trust as the new innovation characteristic and mediates existing characteristics to adoption intention in the existing literature. Certain private label products are also selected as the innovation subject herein and are expected to draw retail practitioners' attention to the importance of brand management. Retailers' efforts are deemed worthless if retailers do not pay attention to brand trust, which is the underlying cause of private label failure in developing markets. The empirical results herein are expected to aid in augmenting the influence of brand trust on any innovation adoption and further highlight the importance of brand management for retail and private label brands.
format Article
author Wee, Stany Lian Fong
Hishamuddin Ismail,
Tan, Pei Kian
spellingShingle Wee, Stany Lian Fong
Hishamuddin Ismail,
Tan, Pei Kian
Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
author_facet Wee, Stany Lian Fong
Hishamuddin Ismail,
Tan, Pei Kian
author_sort Wee, Stany Lian Fong
title Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
title_short Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
title_full Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
title_fullStr Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
title_full_unstemmed Extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
title_sort extending the innovation characteristic model to private label products: brand trust as the new innovation characteristic
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2023
url http://journalarticle.ukm.my/21732/1/pengurusan_67-10.pdf
http://journalarticle.ukm.my/21732/
https://ejournal.ukm.my/pengurusan/issue/view/1590
_version_ 1769843483914272768
score 13.211869

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