This study discovers that dimensions of product design, selling price, presentation and packaging are quite important in strategy execution. However, the dimension of promotion, that is not significant effect on customer shopping preferences. About the NPD strategy to brand equity, this results display that product design, selling price, presentation and promotion are very significant effect on brand equity, but the dimension of package is not supported. This proposed model displays the rigorous method of SEM and statistically significant level on the model fit. It reveals that NPD should focus on a brand strategy that leads to brand equity if possible.
|Number of pages||19|
|Journal||International Journal of Services, Technology and Management|
|Publication status||Published - 2009 Apr|
All Science Journal Classification (ASJC) codes
- Computer Science Applications
- Strategy and Management