Product innovativeness, brand equity, and brand competitiveness: a study of new food products

This thesis examines the effect of product innovativeness on purchase intentions and brand competitiveness. Also, it investigates the mediating role of consumer-based brand equity on the relationships among product innovativeness, consumers’ purchase intentions, and brand competitiveness. A survey method relying on the mall-intercept interviewing method was used to collect data in Australia. The results show that (1) none of the three dimensions of product innovativeness have a significant association with consumers’ purchase intentions; (2) newness and technological advances have a positive and significant association with brand competitiveness; (3)brand image, brand attitude, and brand experience significantly mediate the relationships.