Does the product test really make a difference? Evidence from the launch of a new wine
Food Quality and Preference, pp. 422-430, 2019.
•Concept and product testing can predict the acceptance of new foods.•The explanatory capacities of concept and product testing are similar.•Sensory benefits is the variable that most explains purchase intention in both tests.•Testing doesn’t imply a notable increase in the explanatory capacity of the model.•Further research should be tak...More
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