Identifying 'Master Brands' and Consumer Perceived Categories
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/10822/707501Date Published
2014-01-14Collections
Metadata
Show full item recordRelated items
Showing items related by title, author, creator and subject.