The diffusion process of an innovation, whether it be a product, a service or an idea, will vary in function of the characteristics of that innovation, as well as of the agents to whom it is directed. The objective of this paper is to differentiate the behaviour of the different adopter categories that emerge at the time of the adoption of new products. Uses the methodology proposed by Mahajan et al., based on the Bass model, which allows for a distinction to be drawn between five categories of adopters, namely innovators, early adopters, early majority, late majority and laggards, with reference to the acceptance process for new consumer durables. This is employed in an empirical application carried out with respect to the adoption of various consumer durables that are frequently found in the majority of households, whilst the demographic and socio‐economic characteristics of the individuals who make up each adopter category are used in order to differentiate their behaviour.

Much of the literature dedicated to the analysis of entry timing decisions has been devoted to the study of their consequences in terms of performance. However, only a limited amount of effort has been dedicated to analyzing the factors that determine these decisions. In addition, previous papers have centered their efforts on the product dimension, paying no attention to entry into new geographical markets. This paper departs from previous works in this respect and extends the entry timing literature through a consideration of the geographical side of entry. Our analysis shows that organizational size, organizational competence, and organizational experience appear as key factors when explaining the pattern of geographic diversification. Our results also indicate that diversification takes place sequentially, first proceeding to closer locations, then occupying markets further from the origin. Copyright © 2002 John Wiley & Sons, Ltd.

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Analyses the factors which determine family purchase behaviour. The family has traditionally been considered as an important decision‐making unit with respect to the large quantity of products and services which are purchased by households on a daily basis. Sets out to determine the variables which exert an influence when choosing a product or service (socio‐economic, individual, etc.). Concentration is centred on an analysis of the role of the spouses in an attempt to determine whether there exists a particular purchasing pattern according to the sex of the consumer. The empirical analysis has been carried out on the basis of a survey of 600 Spanish families. Using the Multiple Correspondence Analysis technique we can observe that joint decisions are made by young couples, only where the wife works, whilst in a situation where the wife does not work or the spouses have been married for many years, it is the husband alone who decides.

Managing the increasing number and complexity of customer-initiated interactions across multiple channels consistently and effectively has become a key priority for marketing academics and practitioners. To achieve this, it is imperative that marketers understand how and why customers choose the available channels. In this study, we distinguish between two types of interactions, purchases and communications, and argue that the nature of these interactions influences the way customers behave in the presence of multiple channels. Drawing upon perceived risk research, this study develops an integrated conceptual framework that provides a theoretical understanding of customer channel choice for these interactions. The framework is tested empirically in financial services and the results reveal that channel choices significantly differ for purchases and communications. Channel choices for purchases are more inertial and more strongly affected by attitudes (i.e., relationship quality) than for communications. At the same time, preference for a personal touch in channel choice is more pronounced for purchases than for communications, and marketing activities are more effective at driving channel choice for communications. These results offer some recommendations for managing interactions across channels more effectively. For example, the use of personal channels is advised for managing high-risk interactions (i.e., purchases), while for low-risk interactions (i.e., communications), firms can use marketing activities to migrate customers to cheaper channels.

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PurposeThe purpose of this paper is to propose and test a model that shows how extending a brand affects the overall brand image. The relations between the relevant variables in brand extension strategies in the UK and Spanish markets are analysed to determine if the brand extension strategies have the same effect on brand image.Design/methodology/approachAn empirical study was conducted in the UK and Spain using structural equation analysis. Two pre‐tests were conducted to select the brands and the extensions.FindingsResults show that the brand extension strategy dilutes the brand image in both markets. It is found that brand image before extension and fit has positive effects on brand image after extension. The concurrence between the models studied in the two markets suggests that UK and Spanish consumers respond similarly to brand extensions.Research limitations/implicationsThe study was only conducted in two countries. Researchers are encouraged to test the model in more countries.Practical implicationsResults suggest that a firm which has a good brand image before the extension will be less at risk when it launches a new product onto the market with the same brand name. Its best market will be those consumers who already know the brand's products and who at the same time perceive a better image of it. The firm should not forget that the closer the extended product is to its core market, the more positive will be its acceptance by consumers, which will translate into a better image evaluation.Originality/valueThe study analyses how extending a brand may affect the parent brand image in global brand.