Abstract:
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.
Research Papers
The measurement of commitment
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Butch Rice, Jan Hofmeyr
 
June 15, 1998
Research Papers
The new face of marketing
Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: David Jamieson
Company: KANTAR TNS Malaysia
June 15, 1997
Research Papers
Measuring the true value of brands
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Julie Bevan, Trevor Richards
 
September 1, 1998
