Benutzer: Gast  Login
Titel:

Positioning Bases’ Influence on Product Similarity Perceptions

Dokumenttyp:
Buchbeitrag
Autor(en):
Fuchs, Christoph; Diamantopoulos, Adamantios
Nicht-TUM Koautoren:
ja
Kooperation:
international
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...     »
Seitenangaben Beitrag:
325-351
Herausgeber:
Diamantopoulos, A.; Fritz, W.; Hildebrandt L.
Buchtitel:
Quantitative Marketing and Marketing Management
Titelzusatz:
Marketing Models and Methods in Theory and Practice
Intellectual Contribution:
Discipline-based Research
Verlag / Institution:
Springer
Verlagsort:
Berlin
Jahr:
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
Kategorie:
research
Interdisziplinarität:
Ja
Leitbild:
Communication, Information
 BibTeX