search query: @author Dröge, C. / total: 15
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| Author: | Dröge, C. Darmon, R. Y. |
| Title: | Associative positioning strategies through comparative advertising: attribute versus overall similarity approaches. |
| Journal: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 377-388 |
| Index terms: | ADVERTISING EFFECTIVENESS POSITIONING |
| Language: | eng |
| Abstract: | The authors compare the relative effectiveness of comparative/noncomparative and product-based/non-product- based advertising in the implementation of an associative strategy for cognitive brand positioning. Two metacontracts, cognitive accuracy and cognitive clarity, are defined, each within an attitude model and a probabilistic multidimensional scaling model. |
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