Identifying 'Master Brands' and Consumer Perceived Categories
Georgetown Institute for Consumer Research
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.
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.
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Blanchard, Simon (2013)Consumers cognitively categorize a product in multiple categories, and the category primed by advertising or in-store placement influences the attributes that consumers pay attention to when making a choice. Marketers need ...