haku: @author Herrmann, A. / yhteensä: 34
viite: 17 / 34
Tekijä: | Herrmann, A. Huber, F. |
Otsikko: | Value-oriented brand positioning |
Lehti: | International Review of Retail, Distribution and Consumer Research
2000 : JAN, VOL. 10:1, p. 95-112 |
Asiasana: | Theories |
Vapaa asiasana: | Brand positioning |
Kieli: | eng |
Tiivistelmä: | This paper uses correspondence analysis to reconstruct a space to connect the relevant brand attributes with the drivers of behaviour. An empirical investigation shows the usefulness of this approach. |
SCIMA