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    Strategic Brand Positioning to Increase Value

    Cover for Strategic Brand Positioning to Increase Value
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    View/Open: GICR-Research-Brief-Issue-13.pdf (320kB) Bookview

    Creator
    Georgetown Institute for Consumer Research
    Paharia, Neeru
    Avery, Jill
    Keinan, Anat
    Bibliographic Citation
    Paharia, N., Avery, J., & Keinan, A. (2013). Strategic Positioning to Increase Value. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707502.
    Description
    When consumers perceive imbalanced competition (e.g. a national chain retailer opening a new location across the street from a mom-and-pop shop), they make decisions "politically" to support the brand they would like to see win. Continue reading to learn more about how small brands can position themselves to take advantage of this.
    Permanent Link
    http://hdl.handle.net/10822/707502
    External Link
    http://consumerresearch.georgetown.edu/institute-findings/#research
    http://consumerresearch.georgetown.edu/
    Date Published
    2014-01-14
    Collections
    • 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