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    Identifying 'Master Brands' and Consumer Perceived Categories

    Cover for Identifying 'Master Brands' and Consumer Perceived Categories
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    View/Open: GICR-Research-Brief-Issue-12.pdf (333kB) Bookview

    Creator
    Georgetown Institute for Consumer Research
    Blanchard, Simon
    Aloise, Daniel
    DeSarbo, Wayne
    Bibliographic Citation
    Blanchard, S., Aloise, D., & DeSarbo, W. (2013). Identifying 'Master Brands' and Consumer Perceived Categories. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707501.
    Description
    Consumers place brands in self-defined categories based on their perceptions of the marketplace and the context from which they interact with these brands. These categories are often organized around a "master" or prototypical brand. Read more to learn about a model that segments consumers who share similar category structures and master brands.
    Permanent Link
    http://hdl.handle.net/10822/707501
    External Link
    http://consumerresearch.georgetown.edu/institute-findings/#research
    Date Published
    2014-01-14
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    • Research Briefs by GICR
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility