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| Author: | Fuchs, C. Diamantopoulos, A. |
| Title: | Evaluating the effectiveness of brand-positioning strategies from a consumer perspective |
| Journal: | European Journal of Marketing
2010 : VOL 44:11/12, p. 1763-1786 |
| Index terms: | positioning brands marketing strategy |
| Language: | eng |
| Abstract: | The article aims to study the effectiveness of different brand positioning strategies, from the viewpoint of a customer. Both within- and between-subjects designs are used in a study that explores the effectiveness of four positioning strategies on brand favorability, differentiation and credibility. The findings suggest that the success of the brand is dependent on the positioning strategy used. However, none of the four strategies was proved outperform the others in all dimensions. |
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