Enhancing and Eroding Brand Equity Through Release

Abstract

While prior research has shown that expectations of future events can influence current actions (e.g. , anticipation of promotional activity depresses current sales), little research has been done that investigates this phenomena in the context of new product introductions and how it may impact brand equity. Consequently, the authors develop and test a conceptual model that features the role of expectations in whether or not consumers immediately purchase or delay purchase of a durable with increasing levels of technological advancement.