Brand name and consumer inference making in multigenerational product introduction context

Seigyoung Auh, Eric Shih

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


Employing consumer inference making and the information congruency framework, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies. Results showed that brand name type had an effect on perceived technological improvement, product differentiation and the degree to which one is willing to pay more for the current version compared to the previous version of technology. Furthermore, results showed that the degree of congruency between brand name (sequential vs nonsequential) and type of innovation (breakthrough vs normal) can elevate such effects. The results underscore the importance of proper branding strategies for high-tech products, especially when it is a breakthrough development.

Original languageEnglish (US)
Pages (from-to)439-454
Number of pages16
JournalJournal of Brand Management
Issue number7
StatePublished - Jun 2009
Externally publishedYes


  • Brand name
  • Inferencemaking
  • Information congruency
  • Innovation
  • Multigenerationaproductintroduction

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


Dive into the research topics of 'Brand name and consumer inference making in multigenerational product introduction context'. Together they form a unique fingerprint.

Cite this