Despite intensive launch campaigns, many new brands fail to achieve consumer acceptance; however, occasionally a new brand will enjoy success. This paper describes five measures of buyer acceptance for Shield, the extremely successful Unilever brand of toilet soap introduced in Great Britain in Unable to display preview.
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There is increasing managerial and academic interest in understanding behavioural loyalty to private label PL brands. They are: higher share of overall category sales accounted for by the PL within the retailer's stores, higher penetration of the category by the retailer, low relative price of the PL, and lastly, lower average purchase frequency for the category overall. While the study uses 13 product categories, its geographic scope is limited to the UK.
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It facilitates the organization to determine the strength of the brand in the market. Moreover, it identifies the weakness and opportunities for the particular brand for expanding into the large market space Kapferer, Without auditing the brand, the organization cannot enhance its business opportunities in the global platform.
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This principle enabled him to establish wide-ranging empirical quantitative generalisations about human behaviour. In the course of his career Andrew Ehrenberg produced five books, three of which went into a second edition, and more than papers. Ehrenberg Wikipedia. Bound,
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