Identifying 'Master Brands' and Consumer Perceived Categories
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/10822/707501Date Published
2014-01-14Collections
Metadata
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Georgetown Institute for Consumer Research; Blanchard, Simon; DeSarbo, Wayne (2013)