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Design and Delivery of New Product Preannouncement Messages

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)

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. (Contact us about this Publication)
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
DOI/Identification number: 10.2753/MTP1069-6679200206
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 11 Jan 2013 09:46 UTC
Last Modified: 29 May 2019 09:54 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32817 (The current URI for this page, for reference purposes)
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