Exploring the past behaviour of new brand buyers
Arry Tanusondjaja, Giang Trinh and Jenni Romaniuk
Ehrenberg-Bass Institute for Marketing Science
Introduction
In mature consumer packaged goods categories, one popular tactic for brands to increase their revenue is to introduce a new brand or variant (co-branded new entrant) to their portfolio. A new introduction can serve multiple purposes, including: appealing to variety-seeking behaviour so buyers can buy different brands from the same company within their repertoire (Mason & Milne 1994); guarding valuable shelf space in stores, as retail stores prefer brands with greater variety to increase foot...