| Popis: |
Branding and diffusion of innovation are two of the most approached research fields in marketing over time and still highly interesting for the scientific community. Nonetheless, the studies that conjunctively tackle these two areas are not many, and a big picture of the interactions between branding and diffusion of innovation is lacking. This paper offers a systematic review of the most relevant work for our purpose. We identify five topics which relate branding to diffusion of innovation: product innovation launch, brand's role of mitigating the repercussions of product innovation failure, innovation diffusion theory as an explanation of brand equity development, brand risk and innovation, and brand influence on innovation adoption and diffusion. For each topic, we discuss key findings and we question contradictory results. Moreover, we address unsolved issues as research priorities for the scientific community. |
