Flag up! – Flagship products as important drivers of perceived brand innovativeness

Abstract

Perceived brand innovativeness, the consumers' subjective assessment of a brand as innovative, often does not correspond to the level of innovation or the investment in research and development. Therefore, it is important for companies to know how objective product-level innovation and attributes can be transformed into perceived brand innovativeness. One pilot study and three main studies show that the perceived flagship product innovativeness is an important determinant of perceived brand innovativeness and that product-brand typicality moderates the spillover of the perceived flagship product innovativeness to the brand. The reported studies contribute to a better understanding of the role of flagship products for perceived brand innovativeness and indicate that marketing managers can use the presentation of a flagship product as a key element for increasing perceived brand innovativeness.