scholarly journals The effects of brand equity, price, and brand proliferation on new product performance through product trial: evidence from FMCG industry in Indonesia

2021 ◽  
Vol 4 (1) ◽  
pp. 58-68
Author(s):  
Winson Sinurat ◽  
I Made Bayu Dirgantara
Keyword(s):  
Brand Equity ◽  
Process Analysis ◽  
New Product ◽  
Marketing Strategies ◽  
Product Performance ◽  
Industry Growth ◽  
Product Trial ◽  
New Product Performance ◽  
Equity Price ◽  
Brand Proliferation

Business competition in fast-moving consumer goods (FMCG) products in Indonesia has increased due to industry growth in this sector. Companies must create new marketing strategies to maintain and gather a broader market share. The purpose of this study is to analyze the effects of brand equity, price, and brand proliferation on new product performance of FMCG products through product trial. This study uses quantitative analysis, which uses data analysis tools SPSS 26) to analyze the data with PROCESS macro analysis to analyze the mediator variables. This study showed that brand equity, product quality, and brand proliferation had a positive and significant effect on new product performance. The PROCESS analysis results also show mediating effects between brand equity, price, and brand proliferation on new product performance through product trial. These results also show that brand equity, price, and brand proliferation can predict new product performance in the FMCG industry in Indonesia.

Co‐branding: brand equity and trial effects

2000 ◽  
Vol 17 (7) ◽  
pp. 591-604 ◽  
Author(s):  
Judith H. Washburn ◽  
Brian D. Till ◽  
Randi Priluck
Keyword(s):  
Brand Equity ◽  
New Product ◽  
Product Performance ◽  
Brand Name ◽  
Product Trial ◽  
Branding Strategies ◽  
Before And After ◽  
Branded Product

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.

scholarly journals Continuity, Change, and New Product Performance: The Role of Stream Concentration *

2020 ◽  
Vol 37 (3) ◽  
pp. 228-248 ◽  
Author(s):  
Enrico Forti ◽  
Maurizio Sobrero ◽  
Andrea Vezzulli
Keyword(s):  
New Product ◽  
Product Performance ◽  
New Product Performance
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