The impact of consumers' commitment to existing brands on new product launch strategies
Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has two purposes: first, to show how the inclusion of a measure of commitment in new product testing helps to deal with the problem of over-claim. Second and more importantly, this paper shows how an understanding of how commitment works should help with the development of strategy for new product launches.
- This could also be of interest