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Document type:
Buchbeitrag 
Author(s):
Fuchs, Christoph; Diamantopoulos, Adamantios 
Non-TUM Co-author(s):
ja 
Cooperation:
international 
Title:
Positioning Bases’ Influence on Product Similarity Perceptions 
Pages contribution:
325-351 
Abstract:
The goal of many product positioning strategies is to create similarity perceptions with other products in the market. Product managers often seek to reach this goal by communicating the same information as competitors (e.g., highlighting the same product feature as an existing competitor product), which however, can also generate negative side effects (e.g., “me too” perceptions). This article introduces an alternative tactic aimed at overcoming such weaknesses, namely the communication of simi...    »
 
Editor:
Diamantopoulos, A.; Fritz, W.; Hildebrandt L. 
Book title:
Quantitative Marketing and Marketing Management 
Book subtitle:
Marketing Models and Methods in Theory and Practice 
Intellectual Contribution:
Discipline-based Research 
Publisher:
Springer 
Publisher address:
Berlin 
Year:
2012 
Print-ISBN:
978-3-8349-3060-6 
E-ISBN:
978-3-8349-3722-3 
Key publication:
Nein 
Peer reviewed:
ja 
International:
Ja 
Book review:
Nein 
Commissioned:
not commissioned 
Category:
research 
Interdisciplinarity:
Ja 
Mission statement:
Communication, Information