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.
His current research interests include pioneer brand advantage, new product development, marketing to Japan, and innovative
methods for marketing education. His articles have appeared in seven journals, including theJournal of Marketing.
His current research interests lie in the understanding of cognitive and affective influences on advertising, celebrity advertising,
rumor, and brand-entry order. Kamins’ research has appeared in such journals as theJournal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, and theJournal of Advertising. He is currently on the editorial review board of theJournal of Advertising as well as theJournal of Business Research for its buyer behavior track.