The relationship between brand, product and consumer innovativeness and behavioral intentions: A moderated mediation model

Innovativeness, which is one of the main factors affecting economic performance and competitiveness, is a process that allows companies to move away from price-based competition, to emphasize creating added value and thus to grow and as a result, plays an important and decisive role in their success in the global competitive environment. Companies that have to keep up with the rapidly changing needs of the age should ensure that the products are preferred by creating added value, therefore they should produce information, make technological innovations and give importance to R&D activities, taking into account the wishes of the buyers. The innovativeness orientation, which is reflected in all the practices of the enterprises, is also seen in the brand dimension. The level of perception of a brand as innovative by consumers is one of the determinants of various behavioral outcomes of consumers. In this direction, the aim of the study is to look at the regulatory role of consumer innovativeness while examining the role of brand innovativeness on behavioral outputs and to determine whether product and service innovation has an effect in this process by conducting this research separately for product and service categories. In this context, a total of 4 different scenarios and survey questions were conveyed to separate participants with the convenience sampling method. In this study based on signal theory, between-subject factorial design was used. According to the results of the analysis, it was found that consumer innovativeness, as a regulatory variable, has a significant role in the relationship between service innovation and brand innovation. The dependent variables of attitude towards the brand, purchase intention, willingness to pay more and word of mouth marketing were also found to be significant for the service category as a means of brand innovation and the moderating role of consumer innovativeness in this mediation effect. However, no significant relationship was found between product innovativeness and brand innovativeness. Likewise, consumer innovativeness was not found to have a moderating role in testing the all-goods model for the variables of attitude towards the brand, purchase intention, willingness to pay more, and word of mouth. The study of the product category in future research with other products that appeal to everyone may better explain the moderating role of consumer innovation. In addition, examining it in the context of globalism and consumer ethnocentrism will also contribute to the literature.