This study shows that the amount of message cues in the new product preannouncements influences the extent of message clarity, which in turn determines the consistency in messages. A firm is more likely to communicate more clearly new product preannouncement messages with more cues for a strongly branded product. If the product is newer, the firm would tend to convey less uniform messages. Large firms are more likely to convey more abundant and ambiguous messages. Market-oriented firms are more likely to deliver consistent messages with sufficient cues. Firms in technologically turbulent environments are less likely to consistently unveil new product-related messages, while those operating in markets subjected to network externalities tend to send abundant message content.
Journal of Marketing Theory and Practice, 20(2), 207-225