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