期刊名称：Journal of Empirical Generalisations in Marketing Science
电子版ISSN：1326-4443
出版年度：2001
卷号：6
页码：15-29
出版社：University of South Australia
摘要：Through examining the impact of a new packaged goods brand on key market and brandperformance measures, we contribute to the growing body of knowledge concerning newbrand behaviour. Using 20 weeks worth of panel data, we evaluated the impact of a newbrand launch on a beverages market, looking at how it performed in terms of gainingbuyers and the rate at which they purchased. We also examined how the competitorparameters of the market were affected by the new entrant.Our findings suggest that new brands look just like established brands within the shortterm. They also show that normal patterns of double jeopardy, where bigger brands notonly have more customers but these customers also purchase slightly more often, arelargely unaffected in a launch for both the new brand and existing brands. Finally, itappears that there are no obvious effects on the normal patterns of competition, asexpressed by the parameters of the Dirichlet model of repeat-purchase.These are encouraging results. As suggested in concept by previous researchers (seeEhrenberg 1991), the Dirichlet model is robust enough to be used in the proposedplanning and monitoring role for a new brand launch.These findings make an important contribution to the growing empirical generalisationsconcerning the behaviour of new brands and to our understanding of the robustness of theDirichlet model
