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Branding strategy and consumer high-technology product.

Hamann, Danilo, Williams, Jr, Robert L and Omar, Maktoba (2007) Branding strategy and consumer high-technology product. Journal of Product & Brand Management, 16 (2). pp. 98-111. ISSN 1061 0421

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Abstract/Description

The paper aims to propose a model to investigate the relationships between price, use, quality, and culture regarding the adoption of high-technology branding strategy. <B>Design/methodology/approach</B> - Based on the identified areas of influence - price, use, quality and culture - a questionnaire was designed and randomly sent out to 70 respondents via e-mail. At the same time, those respondents were asked to pass on the e-mail, resulting in a total number of 94 people from 21 different countries responding to the request. The findings were evaluated and analysed by using the computer-aided data analysis programme SPSS. <B>Findings</B> - The study concluded that people purchase high technology products primarily for prestige (usage) rather than to satisfy particular needs, and perception of change (culture) affected the adoption process of high-technology. <B>Research limitations/implications</B> - Because of the focus of this survey to discover the incentives behind the adaptation process, the possibilities of using the findings for more general purposes were narrowed down. In addition, the small amount of already existing knowledge in this area made the collection and the evaluation of data very difficult, which again influenced the way the research was designed. <B>Practical implications</B> - In a globally competitive business environment the value of a strong brand in high-technology marketplace is well documented. The difficulty in maintaining a basis for differentiation, and heightened consumer price consciousness reveals the necessity to understand consumer evaluation and purchase decision processes. Therefore, this study discovered and revealed the reasons behind individual buying decisions of high-technology products. <B>Originality/value</B> - To the best of the authors' knowledge, no previous research has been done on this particular area, which makes the outcome of this survey very valuable. Furthermore, the practical implications of the findings show a high relevance regarding the design of present-day business strategies while providing suggestions of improvement.

Item Type: Article
Print ISSN: 1061 0421
Uncontrolled Keywords: brands; consumer behaviour; perception; product image; high-technology;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 659 Advertising & public relations
600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 2088
Depositing User: RAE Import
Date Deposited: 18 Feb 2008 11:32
Last Modified: 19 Feb 2013 14:12
URI: http://researchrepository.napier.ac.uk/id/eprint/2088

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