haku: @indexterm POSITIONING / yhteensä: 214
viite: 14 / 214
| Tekijä: | Blankson, C. Kalafatis, S.P. |
| Otsikko: | Congruence between positioning and brand advertising |
| Lehti: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 79-94 |
| Asiasana: | advertising brands positioning |
| Kieli: | eng |
| Tiivistelmä: | This study deals with the process of managing the concept of positioning. A framework is formulated using multiple research methodology. This framework is subsequently operationalized in plastic card organizations, such as credit cards. Based on the findings there can be seen two key positioning aims (profit and market share; profit and status) and, to an extent, "profit and cobranding". The research also shows two main positioning objectives, "functional" and "symbolic" employed by plastic card brands. |
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