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Title:

Positioning Bases’ Influence on Product Similarity Perceptions

Document type:
Buchbeitrag
Author(s):
Fuchs, Christoph; Diamantopoulos, Adamantios
Non-TUM Co-author(s):
ja
Cooperation:
international
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
DOI:
doi:10.1007/978-3-8349-3722-3_16
Key publication:
Nein
Peer reviewed:
ja
International:
Ja
Book review:
Nein
Commissioned:
not commissioned
Category:
research
Interdisciplinarity:
Ja
Mission statement:
Communication, Information
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