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| Author: | Herrmann, A. Huber, F. |
| Title: | Value-oriented brand positioning |
| Journal: | International Review of Retail, Distribution and Consumer Research
2000 : JAN, VOL. 10:1, p. 95-112 |
| Index terms: | Theories |
| Freeterms: | Brand positioning |
| Language: | eng |
| Abstract: | This paper uses correspondence analysis to reconstruct a space to connect the relevant brand attributes with the drivers of behaviour. An empirical investigation shows the usefulness of this approach. |
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