Browsing Research Briefs by GICR by Creator "DeSarbo, Wayne"

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Context Matters When Segmenting Consumers

Georgetown Institute for Consumer Research; Blanchard, Simon; DeSarbo, Wayne; Atalay, A. Selin; Lebaron, David (2013)
Identifying 'Master Brands' and Consumer Perceived Categories

Georgetown Institute for Consumer Research; Blanchard, Simon; Aloise, Daniel; DeSarbo, Wayne (2013)
Understanding Competition When Brands Belong to Multiple Categories

Georgetown Institute for Consumer Research; Blanchard, Simon; DeSarbo, Wayne (2013)