How Does Perceived Firm Innovativeness Affect the Consumer?

29 Pages Posted: 8 Jun 2011

See all articles by Werner H. Kunz

Werner H. Kunz

University of Massachusetts

Bernd H. Schmitt

Columbia Business School - International Business

Anton Meyer

Ludwig Maximilian University of Munich (LMU)

Date Written: October 1, 2010

Abstract

We present a broad-based, consumer-centric view of innovation – referred to as “perceived firm innovativeness” (PFI). PFI is conceptualized as the consumer’s perception of an enduring firm capability that results in novel, creative, and impactful ideas and solutions. We develop and validate a PFI scale and show that PFI impacts consumer loyalty via two processing routes: a functional-cognitive route and an affective – experiential route. Our results indicate that a firm needs to consider consumer perceptions of the firm as a whole, and not just new products and technologies, and take into account a functional-cognitive perspective as well as consumer emotions and experiences.

Keywords: Perceived Firm Innovativeness, Functional–Cognitive Route, Affective-Experiential Route, Consumer Satisfaction Consumer, Loyalty

Suggested Citation

Kunz, Werner H. and Schmitt, Bernd H. and Meyer, Anton, How Does Perceived Firm Innovativeness Affect the Consumer? (October 1, 2010). Journal of Business Research, Vol. 64, 2011. Available at SSRN: https://ssrn.com/abstract=1859012

Werner H. Kunz (Contact Author)

University of Massachusetts ( email )

M-5-213 – 100 Morrissey Boulevard
Boston, 02125
United States

Bernd H. Schmitt

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

Anton Meyer

Ludwig Maximilian University of Munich (LMU) ( email )

Geschwister-Scholl-Platz 1
Munich, DE Bavaria 80539
Germany

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