Chen, Chien Wei, Wong, Veronica (2012) Design and Delivery of New Product Preannouncement Messages. Journal of Marketing Theory and Practice, 20 (2). pp. 203-221. ISSN 1069-6679. (doi:10.2753/MTP1069-6679200206) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:32817)
The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. | |
Official URL: http://dx.doi.org/10.2753/MTP1069-6679200206 |
Abstract
This study shows that the amount of message cues in the new product preannouncements influences the extent of message clarity, which in turn determines the consistency in messages. A firm is more likely to communicate more clearly new product preannouncement messages with more cues for a strongly branded product. If the product is newer, the firm would tend to convey less uniform messages. Large firms are more likely to convey more abundant and ambiguous messages. Market-oriented firms are more likely to deliver consistent messages with sufficient cues. Firms in technologically turbulent environments are less likely to consistently unveil new product-related messages, while those operating in markets subjected to network externalities tend to send abundant message content.
Item Type: | Article |
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DOI/Identification number: | 10.2753/MTP1069-6679200206 |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | Divisions > Kent Business School - Division > Kent Business School (do not use) |
Depositing User: | Catherine Norman |
Date Deposited: | 11 Jan 2013 09:46 UTC |
Last Modified: | 05 Nov 2024 10:15 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/32817 (The current URI for this page, for reference purposes) |
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