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

Ming Tien Tsai, Meng Kuan Lai, Ching Liang Chen

研究成果: Article同行評審

摘要

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.

原文English
頁(從 - 到)355-373
頁數19
期刊International Journal of Services, Technology and Management
11
發行號4
DOIs
出版狀態Published - 2009 4月

All Science Journal Classification (ASJC) codes

  • 工程 (全部)
  • 電腦科學應用
  • 策略與管理
  • 行銷

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