Abstract
ABSTRACT This study provides an empirical explanation of how judgments of innovative (radical or incremental) products can be influenced by the existent brand. Every time a new brand or an existent brand introduces a new product to the market, what is going to make the new product successful may be mostly directed to how innovative the new product will be and how target market’s demand is better satisfied by the additional value delivered by the innovative products. However, for a well established brand with strong brand images, consumers’ attitude toward innovative products may be as well shadowed by the retrieved brand image. In this study, the potential influences of the existent brand on innovative products are examined with the effect of existent brand on consumers’ evaluations of innovative products. A theoretical framework proposed in dimensional range overlap model has been applied in the explanation that may be associated with the effect of existent brand on consumers’ evaluations of innovative products two studies have been conducted to investigate how people's judgments on incremental as well as radical innovations may be affected by the existent brands.