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Brand proliferation and consumer purchasing

Date of publication: September 1, 1996

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Company: Nielsen

Authors: Muriel Lecomte, Joseph Willke

Abstract:

This paper focuses on how consumers and fast moving consumer good markets are changing in Western Europe and North America. We examine the impact of brand proliferation on category purchase dynamics, assess the durability of consumer interest in new brands in the face of this proliferation, and weigh the implications of these shifting tides for Simulated Test Market models.

Muriel Lecomte

Author

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Joseph Willke

Author

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Lecomte and Willke (1996a, September 01). Brand proliferation and consumer purchasing . ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/brand-awareness-and-image-in-relation-to-purchasing-behaviour