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| Author: | Dube, L. Schmitt, B. |
| Title: | The effect of a similarity versus dissimilarity focus in positioning strategy: the moderating role of consumer familiarity and product category |
| Journal: | Psychology and Marketing
1999 : MAY, VOL. 16:3, p. 211-224 |
| Index terms: | PSYCHOLOGY MARKETING CUSTOMERS |
| Language: | eng |
| Abstract: | Results of three studies show that the effectiveness of positioning strategies based on similarity and dissimilarity vis-a-vis other brands or with respect to the product category as a whole is moderated by the degree of familiarity of the consumer with the objects of comparison and by the degree of imageability and concreteness of the memory representation of the product category. |
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