Introduction
The product is the core of any marketing mix model, and its relevance is increasing today. More precisely, superior product performance matters more than ever today, for good reasons (Cousins et al., 2019). In today's world, the competitive environment is changing as smaller, more local and regional brands have increased distribution power through a diverse set of outlet channels, and are not as limited as in the past (Ipsos Mori, 2020). Even though e-commerce is, in some categories, still small in share, it is growing steadily (Reynolds and Deutsch, 2017; Reynolds, 2018).
Today, consumers are starting to purchase more...