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| Author: | Sujan, M. Bettman, J. R. |
| Title: | The effects of brand positioning strategies on consumers' brand and category perceptions: some insights from schema research. |
| Journal: | Journal of Marketing Research
1989 : NOV, VOL. 54:4, p. 454-467 |
| Index terms: | BRANDS POSITIONING STRATEGY |
| Language: | eng |
| Abstract: | The effects of marketing communications on brand positioning and brand and product category perceptions are examined. Four studies were conducted to investigate the effects of conveying strongly versus moderately discrepant information about the brand on brand positioning and the effects on consumers' perceptions of the brand and of the product category.The results are discussed. |
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