Investigating the Effect of Perceived Product Portfolio Innovativeness on Consumers´ Brand Perceptions

Spieth, P; Roeth, T; Clauss, T; Urhahn, C; Killen, C

Investigating the Effect of Perceived Product Portfolio Innovativeness on Consumers´ Brand Perceptions

Spieth, P Roeth, T Clauss, T Urhahn, C Killen, C

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Publisher:: Institute of Electrical and Electronics Engineers (IEEE)
Publication Type:: Journal Article
Citation:: IEEE Transactions on Engineering Management, 2021, PP, (99), pp. 1-14
Issue Date:: 2021-01-01

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Field	Value	Language
dc.contributor.author	Spieth, P
dc.contributor.author	Roeth, T
dc.contributor.author	Clauss, T
dc.contributor.author	Urhahn, C
dc.contributor.author	Killen, C https://orcid.org/0000-0002-2370-7856
dc.date.accessioned	2021-11-19T11:14:39Z
dc.date.available	2021-11-19T11:14:39Z
dc.date.issued	2021-01-01
dc.identifier.citation	IEEE Transactions on Engineering Management, 2021, PP, (99), pp. 1-14
dc.identifier.issn	0018-9391
dc.identifier.issn	1558-0040
dc.identifier.uri	http://hdl.handle.net/10453/151745
dc.description.abstract	Portfolio innovativeness has been indicated as a crucial aspect of a firm's innovation efforts. However, research traditionally applies a firm-centric conceptualization of portfolio innovativeness, neglecting its signaling effect to consumers. Taking a different route, this article applies a consumer-centric approach to investigate consumer perceptions of portfolio innovativeness as an antecedent of their brand perceptions. We incorporate inconsistent insights on portfolio innovativeness by introducing a novel construct: portfolio innovativeness variety. It describes the degree of novelty concerning different new products and services in a firm's innovation portfolio. Drawing on signaling theory, the results of 691 completed questionnaires show that consumers’ perceived portfolio innovativeness increases consumer-based brand equity. However, portfolio innovativeness variety moderates this relationship negatively. This article explores an inverted U-shaped relationship between portfolio innovativeness variety and brand equity. These insights suggest that large portfolio innovativeness variety confuses consumers about a brand's offerings and that portfolio management should incorporate these insights in order to offer a balanced and value-maximized innovation portfolio. This article offers novel insights into an unexplored aspect of portfolio innovativeness with complementary research on innovation portfolios from a consumer perspective.
dc.language	en
dc.publisher	Institute of Electrical and Electronics Engineers (IEEE)
dc.relation.ispartof	IEEE Transactions on Engineering Management
dc.relation.isbasedon	10.1109/TEM.2021.3102517
dc.rights	info:eu-repo/semantics/embargoedAccess
dc.subject	08 Information and Computing Sciences, 09 Engineering, 15 Commerce, Management, Tourism and Services
dc.subject.classification	Business & Management
dc.title	Investigating the Effect of Perceived Product Portfolio Innovativeness on Consumers´ Brand Perceptions
dc.type	Journal Article
utslib.citation.volume	PP
utslib.for	08 Information and Computing Sciences
utslib.for	09 Engineering
utslib.for	15 Commerce, Management, Tourism and Services
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Design, Architecture and Building
pubs.organisational-group	/University of Technology Sydney/Faculty of Design, Architecture and Building/School of Built Environment
utslib.copyright.status	open_access	*
utslib.copyright.embargo	2023-08-31T00:00:00+1000Z
dc.date.updated	2021-11-19T11:14:37Z
pubs.issue	99
pubs.publication-status	Published
pubs.volume	PP
utslib.citation.issue	99

Abstract:

Portfolio innovativeness has been indicated as a crucial aspect of a firm's innovation efforts. However, research traditionally applies a firm-centric conceptualization of portfolio innovativeness, neglecting its signaling effect to consumers. Taking a different route, this article applies a consumer-centric approach to investigate consumer perceptions of portfolio innovativeness as an antecedent of their brand perceptions. We incorporate inconsistent insights on portfolio innovativeness by introducing a novel construct: portfolio innovativeness variety. It describes the degree of novelty concerning different new products and services in a firm's innovation portfolio. Drawing on signaling theory, the results of 691 completed questionnaires show that consumers’ perceived portfolio innovativeness increases consumer-based brand equity. However, portfolio innovativeness variety moderates this relationship negatively. This article explores an inverted U-shaped relationship between portfolio innovativeness variety and brand equity. These insights suggest that large portfolio innovativeness variety confuses consumers about a brand's offerings and that portfolio management should incorporate these insights in order to offer a balanced and value-maximized innovation portfolio. This article offers novel insights into an unexplored aspect of portfolio innovativeness with complementary research on innovation portfolios from a consumer perspective.

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http://hdl.handle.net/10453/151745