The impact of inovation reputation to consumers

In the same way that companies are aware of sales and market shares, they are also concerned about their own reputation. Nowadays, reputation for innovation is something that some companies seek to develop, as they believe that will have a positive influence on the business. This study sought to measure the impact of the perception of innovation on a set of perceptions and interactions between the consumer and the company. The empirical data shows that the perception of innovation is strongly related to the client’s propensity to do word of mouth marketing; is mildly related to the emotions towards the company and the positive image of the company; and finally, is weakly related to consumer loyalty/retention. Although expected, the perception of innovation doesn’t lead customers to pay higher prices for products/services. The consumer remains cautious about the sales point and prices.