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Journal of the Academy of Marketing Science
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Pioneer Brand Advantage and Consumer Behavior: A Conceptual Framework and Propositional Inventory

Frank H. Alpert

University of Missouri-St. Louis

Michael A. Kamins

University of Southern California

What are the behavioral origins of pioneer brand advantage? This article provides an integrative conceptual framework and propositional inventory to help more fully understand this multifaceted phenomenon. It is proposed that there are three sources of entry-order information that work through various psychological processes and affect multiple decision process variables. The conceptual framework translates into eight testable propositions. New exploratory evidence is presented. Managerial implications are discussed.

Journal of the Academy of Marketing Science, Vol. 22, No. 3, 244-253 (1994)
DOI: 10.1177/0092070394223005
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R. W. Niedrich and S. D. Swain
The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated-Effects Model
Journal of the Academy of Marketing Science, October 1, 2003; 31(4): 468 - 480.
[Abstract] [PDF]