Understanding Competition When Brands Belong to Multiple Categories

Cover for Understanding Competition When Brands Belong to Multiple Categories
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Blanchard, S. & DeSarbo, W. (2013). Understanding Competition When Brands Belong to Multiple Categories. Washington, D.C: Georgetown University. Retrieved from http://hdl.handle.net/10822/707500
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Consumers categorize brands according to their unique perceptions leading to categorizations that can differ between consumers. Read more to learn about a model that identifies consumers' categorizations while allowing for a brand to belong to multiple categories.
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http://consumerresearch.georgetown.edu/institute-findings/#research
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