Analyzing the Effects of Brand Innovativeness on Attitude towards the Brand Considering the Moderating Role of Consumer Innovativeness with a Case Study in Students of University of Isfahan

As Ouellet (2006) noted, Introduction of really new products by organizations is not a risk-free strategy for companies, some having less success at it than others. Factors such as changing consumer behavior towards really new products based on segments of adopters, product-related issues (e.g. pricing of the product and physical characteristics of the product) influence adoption, along with firm- and market-related factors. Brand and brand innovativeness concept, as one of brand associations and perceptions, less have been noted across factors of adoption of new products. In the long run, one crucial factor of brands pursuing innovation certainly has to do with consumer reactions to said brands and the products they sign. Therefore, the objective of this research is analyzing the effects of brand innovativeness on attitude towards the brand considering the moderating role of consumer innovativeness with a case study in students of Isfahan University. Brand innovativeness, consumer innovativeness, and attitude towards brand as the research variables were studied across students of Isfahan University, as the study population. The collection instrument is a questionnaire that 200 were distributed and 173 collected and analyzed. A random sampling procedure was applied and the validity of questionnaire was confirmed and reliability of it was calculated and confirmed by Cranach's Alpha. For data analysis and hypotheses testing has been used SPSS, AMOS, and PLS software. The results indicate that brand innovativeness, with regression weight equals' 0/78 and sig equals 0/000, has influenced on attitude towards bran. It means consumers have positive attitude towards brand if perceived brand innovativeness is high. Moreover, regression weight of the relationship is 0/732 for high-level consumer innovativeness and 0/651 for low-level consumer innovativeness and the calculated amount of t-value that equals 20/5853, indicates that the moderating influence of consumer innovativeness on the relationship has been confirmed.