An examination of new product development strategy and brand equity approaches for retailers

Ming Tien Tsai, Meng Kuan Lai, Ching Liang Chen

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)355-373
Number of pages19
JournalInternational Journal of Services, Technology and Management
Volume11
Issue number4
DOIs
Publication statusPublished - 2009 Apr

All Science Journal Classification (ASJC) codes

  • Engineering(all)
  • Computer Science Applications
  • Strategy and Management
  • Marketing

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