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New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand's visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour. [ABSTRACT FROM AUTHOR]

This study identifies consumer welfare from new brand introductions in the potato chip market. Price and variety effects of new brand introduction are measured by estimating a demand system underlying an expenditure function. Variety effects are positive in most cities, while price effects are generally negative when consumers exhibit some variety preference. Variety effects dominate price effects in most cities; an opposite effect observed in some cities may indicate high entry barriers or joint brand- and price-based marketing strategies. Results indicate that consumers and producers gain from product innovations, but substantial regional variation exists in the distributional effects of new brand introduction.

The aim of this study is to investigate interaction effects between branding strategy (new brand versus established brand), advertising execution strategies (informational, positive emotional and negative emotional) and product category involvement (low and high) on consumers’ attitudes towards the product, purchase intention and the (parent) brand. Two analyses are performed in which involvement is manipulated at product category and at individual level. The results show that in general, line extensions of established brands are preferred over new brands. Furthermore, advertising strategy has little impact on consumer responses to line extensions of familiar brands. The type of advertising strategy used does have a significant impact on product and brand attitude and purchase intention for new brands, where negative emotional appeals lead to significantly more negative responses. The results are further moderated by product category involvement. Informational appeals score especially well in high-involvement situations, whereas positive emotional appeals perform better in low-involvement situations. Interestingly, the differences between advertising appeals in both low- and high-involvement conditions are greater for new brands than for extensions. [ABSTRACT FROM AUTHOR]

Abstract: New brand entry strategies, such as brand extensions and new-name brands, are increasingly being used by firms to facilitate strategic growth. Whilst the issue of new brand entry is of great strategic importance, particularly to marketing practitioners, most new brand entry research has taken a strong consumer behavior stance, with much less research being directed towards the strategic, firm-specific and market-specific drivers of new brand entry decisions and their performance. This paper takes an exploratory first step in providing a strategic management view of new brand entry by developing and introducing a conceptual framework of firm- and market-specific antecedents and moderators of two key new brand entry strategies, brand extensions and new-name brands. Specifically, this paper first explores the direct effect of a firm’s resources and strategic orientation on the choice of a brand extension or a new-name brand strategy, before going onto investigate the effect of the two new brand entry strategies on performance under different environmental conditions, namely dynamism, complexity, and hostility. The paper puts forth a number of propositions and finishes off with a discussion of future research avenues. [Copyright &y& Elsevier]

The effects of advertisement and context type on the responses to advertisements for different brands of new and existing products were tested. In the first experiment (243 graduate students) a positive emotional advertisement and a non-emotional advertisement for a well-known and a new brand of printer were tested in a positive emotional context and a non-emotional media context. In the second experiment (206 graduate students) positive emotional and non-emotional advertisements for new brands of watches and healthy drinks were tested in an emotional and a non-emotional context. The type of context moderated the responses to advertisements for the well-known and new products: a positive emotional context led to a more positive attitude towards the advertisement and the brand and purchase intention for the well-known brand than for the new brand. A non-emotional context led to more positive responses for the new brand than for the well-known brand. In general, emotional advertisements led to more positive affective reactions and non-emotional advertisements led to more positive cognitive reactions. However, the type of advertisement did not have a moderating effect on the responses to advertising for the new or well-known brands or different product types. The studies illustrated the relevance of media context for advertising new versus existing products. [ABSTRACT FROM AUTHOR]

I estimate the effects of new brands on market competition and consumer welfare in the U.S. processed cheese market. I find that an observed increase in consumer welfare was attributable mainly to an increase in the number of brands in the sample market, while the price effect, which measures welfare change caused by adding new brands to existing brands, decreased welfare as the prices of the existing brands increased in a large portion of sample markets. The price increase was most pronounced among the introducer's existing brands. I also find that the data used in the paper identify a significant enhancement of consumer welfare as a result of the change in product characteristics provided by new brands even if a large portion of welfare gain is explained by the assumption on the error term in the utility function. [ABSTRACT FROM AUTHOR]