THE IMPACT OF BRAND LOYALTY on NEW PRODUCT LAUNCHES
Jan Hofmeyr
(Director, Research Surveys (Pty) Ltd; and co‐founder and director, Mantis International Marketing Consultancy, South Africa.)
John Rice
(Co‐founder and joint chairman of Research Surveys (Pty) Ltd.; and co‐founder and director of Mantis International Marketing Consultancy.)
586
Abstract
How a measure of consumer commitment can reduce the high failure rate of new product launches was the subject of the award winning paper at this year's congress of the European Society for Opinion and Marketing research.
Citation
Hofmeyr, J. and Rice, J. (1999), "THE IMPACT OF BRAND LOYALTY on NEW PRODUCT LAUNCHES", Measuring Business Excellence, Vol. 3 No. 4, pp. 42-51. https://doi.org/10.1108/eb025586
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited