What is it about?
It's not easy for consumers to know which brand was the pioneer brand in an industry. This article investigates how consumers infer which brand was the pioneer brand, how confident they are in those inferences, and then assesses how accurate they are in identifying the true pioneer brand.
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Why is it important?
The pioneer brand has many advantages. Overall, it is generally good to be perceived as the pioneer brand. For more detail on the advantage with consumers by being the pioneer brand, see for example: Alpert, Frank and Michael Kamins (1994), "Consumer Behavior and Pioneer Brand Advantage: Conceptual Framework and Propositional Inventory," Journal of the Academy of Marketing Science, 22 (Summer), 244-253.
Perspectives
This article is one of a research stream of articles on pioneer brand advantage by Frank Alpert and Michael Kamins. Please check them out!
Assoc. Prof. Frank Alpert
University of Queensland
Read the Original
This page is a summary of: How do consumers know which brand is the market leader or market pioneer? Consumers' inferential processes, confidence and accuracy, Journal of Marketing Management, September 2007, Taylor & Francis,
DOI: 10.1362/026725707x229957.
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