Pioneer brand advantage with UK consumers

doi:10.1108/03090560210430863

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Pioneer brand advantage with UK consumers

Document Information:
Title:	Pioneer brand advantage with UK consumers
Author(s):	Ruth Rettie, (Kingston Business School, Kingston University, Kingston, UK), Simon Hilliar, (Kingston Business School, Kingston University, Kingston, UK), Frank Alpert, (School of Marketing, Griffith University, Brisbane, Australia)
Citation:	Ruth Rettie, Simon Hilliar, Frank Alpert, (2002) "Pioneer brand advantage with UK consumers", European Journal of Marketing, Vol. 36 Iss: 7/8, pp.895 - 911
Keywords:	Brands, Consumer behaviour, Market entry, Product introduction, United Kingdom
Article type:	Research paper
DOI:	10.1108/03090560210430863 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Pioneer advantage is derived from two sources: producer-based advantages and consumer-based advantages. The latter is relatively under-researched. This research replicates and extends Alpert and Kamins’ (1995) research, which was the first to directly survey consumers. Since their research occurred only in the USA, cross-cultural replication is appropriate, (Hubbard and Armstrong, 1994). Key results show that: consumers are able to recall a brand’s pioneering status; pioneer brands generally have higher recall or retrieval than other brands including the market leader; communication of pioneer status may enhance purchase interest, both at the time of the product’s introduction and years after its introduction. These results support the US findings, and are rather more positive. However, British consumers did not agree that, if all other things were equal, they would prefer the pioneer brand. This research also shows for the first time that identification of pioneer status is related to actual purchase of that brand.