[雙語(yǔ)翻譯]產(chǎn)品創(chuàng)新外文翻譯--產(chǎn)品創(chuàng)新的聲譽(yù)對(duì)消費(fèi)者的影響（節(jié)選）

1、3900 英文單詞， 英文單詞，22500 英文字符，中文 英文字符，中文 6600 字文獻(xiàn)出處： 文獻(xiàn)出處：Henard D H, Dacin P A. Reputation for product innovation: Its impact on consumers[J]. Journal of Product Innovation Management, 2010, 27(3): 321-335.Reputation for P

2、roduct Innovation: Its Impact on ConsumersDavid H. Henard and Peter A. DacinJust as firms compete for customers, they also vie for reputational status across their relevant constituent groups. To many firms, a reputation

3、 as an innovative company is something that is both prized and actively sought after. Despite an abundance of anecdotal evidence pointing to several firms’ active pursuit of an innovative reputation, there is little empi

4、rical evidence to evaluate the soundness of this pursuit. On a general level, this research recognizes that firms compete for competitive advantage via their tangible and intangible resources. Much of the innovation lite

5、rature centers on the tangible impact that new product development initiatives have on outcomes of innovation. Yet research investigations of the less tangible facets of innovation, such as a reputation, remain relativel

6、y uninvestigated despite their promise as a source of sustainable competitive advantage. This study investigates the effects of a corporate reputation for product innovation (RPI) and its impact on consumers. Consumer in

7、volvement levels are proposed to mediate the relationship between RPI and consumer outcomes. Empirical results indicate that a high consumer perceived RPI, via the involvement construct, leads to excitement toward and he

8、ightened loyalty to the innovative firm. A more positive overall corporate image and tolerance for occasional product failures are also positive outcomes noted in the results. Contrary to expectations, a high perceived R

9、PI does not lead to a consumer propensity to pay price premiums.IntroductionEach year, corporations collectively spend billions of dollars on research and development (R Freeman, 1984). Some scholars think that developin

10、g a corporate reputation and actively promoting it is a modern business necessity (e.g., Gray and Balmer, 1998); thus, firm reputation may serve as a strategic business tool (Aaker, 1989; Fombrun, 1996; Hall, 1993). Amo

11、ng other effects, a corporate reputation impacts individual beliefs and attitudes regarding a firm (Brown and Dacin, 1997; Rao, Qu, and Ruekert, 1999), signals strategic intensions to competitors (Kreps and Wilson, 1982;

12、 Milgrom and Roberts, 1982) and influences employee organizational identification (Dutton, Dukerich, and Harquail, 1994). Yet despite the potential influence that a firm reputation can have on its constituents, academic

13、investigation of many of its effects is noticeably absent.This research investigates a corporate reputation for product innovation. Understanding how an innovative reputation impacts various firm constituents allows scho

14、lars to more accurately a proxy (e.g., number of patents filed, R Brown and Dacin, 1997; Fombrun and Shanley, 1990). As with any operationalization of an intangible firm resource such as reputation, the RPI construct mus

15、t take into account an individual’s perceptions of, experiences with, and expectations of a firm’s product innovativeness (Weigelt and Camerer, 1988). In essence, a corporate reputation is neither one-dimensional nor per

16、ceptually singular.Reputation as a SignalAs previously noted, a corporate reputation can act as a signal to constituents. Signaling theory (Farrell and Saloner, 1986; Milgrom and Roberts, 1982; Nelson, 1974; Olson, 1977;

17、 Rao and Monroe, 1989; Rao et al., 1999; Robertson, Eliashberg, and Rymon, 1995; Spence, 1974) posits that firms possess observable, unalterable attributes as well as other unobservable attributes that are subject to man

18、ipulation. A further premise is the assumption that the environment is uncertain in that individuals cannot readily obtain all salient information regarding the firm. Spence (1974) regards signals, such as corporate repu

19、tation, as parameters by which firms can shape the beliefs of individuals and therefore influence their behavior. Within the context of this research, a corporate reputation is viewed as an intangible firm asset that is

20、subject to manipulation (via signaling) by the organization. Given that the marketplace is inherently uncertain, a corporation’s promotion of its reputation serves as a signal to potentially influence constituent behavio

21、r.Signaling is widely regarded as a rational strategy to convey pertinent information to individuals. The message signaled is likewise thought to be a reliable indicator since a false or inaccurate signal makes the firm

22、vulnerable to future economic sanctions (Rao et al., 1999). Conceptually speaking, firms that signal false claims to constituents run the risk of damaging their past investment in corporate reputation as well as their fu

23、ture profit stream since the promotion of corporate reputation is a dissipative signal that involves upfront firm expenditures that will be forfeited if the claims are later discovered to be inaccurate (ibid.).Due to the

24、 imperfect information inherent in the marketplace, constituents of a firm routinely rely on its reputation when forming perceptions and making judgments regarding investment decisions, product purchases, career choices,

25、 or partnership opportunities (Dowling, 1986; Fombrun and Shanley, 1990). Corporate reputations act as a signal, imparting information that allows firms to promote product quality, to erect market entry barriers, to char

26、ge price premiums, and to shape individuals’ attitudes toward company products among other outcomes.Consumer ImpactIn this section, the model of the proposed impact that a corporate RPI has on consumers is presented. The

27、 study hypotheses, methodology, and results are then presented. Figure 1 details the proposed model of how a perceived RPI impacts consumers. The model is not intended to be exhaustive but is simply a model of strategica

28、lly important factors associated with a consumer’s perception of firm RPI levels. RPI is measured here as the individual consumer’s perception. How the reputation signal was broadcast is not a concern, but rather how the