The Impact of Consumers' Commitment to Existing Brands on Product Launch Strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands.

The Impact of Consumers' Commitment to Existing Brands on New Product Launch Strategies

Jan Hofmeyrand John RiceResearch Surveys Ltd. & Mantis International Marketing Consultancy, S. Africa

INTRODUCTION

Concept and product testing have become increasingly...