search query: @author Scriven, J. / total: 4
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| Author: | Ehrenberg, A. Barnard, N. Scriven, J. |
| Title: | Differentiation or salience |
| Journal: | Journal of Advertising Research
1997 : NOV/DEC, VOL. 37:6, p. 7-14 |
| Index terms: | BRANDS COMPETITION PRODUCT DIFFERENTIATION INNOVATION MARKETS |
| Language: | eng |
| Abstract: | Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to get quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands. Why then there are very different market shares btw. similar brands ? Similar brands have very different market shares due to the very different numbers of people to whom each brand is salient, not actually because the brands differ in features nor because their users differ in attitudes. |
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