How advertising strategy affects brand and USP recall for new brands and extensions
Nathalie Dens
University of Antwerp
Patrick De Pelsmacker
University of Antwerp, Ghent University
Introduction
Numerous frameworks, like the product life cycle and the growth-share matrix, affirm the necessity of new products for a company’s sustained profitability and prevention of product line obsolescence (e.g. Chaney et al. 1991; Kotler 2000). New product introductions have been shown to increase long-term financial performance and firm value (Pauwels et al. 2004). At the same time, new products suffer from high failure rates, ranging from 35% up to 90%...