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Research papers

Brand proliferation and consumer purchasing

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...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Muriel Lecomte, Joseph Willke
Company: Nielsen
September 1, 1996
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Citation

Lecomte and Willke (1996a, September 01). Brand proliferation and consumer purchasing . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/brand-proliferation-and-consumer-purchasing-