Brand positioning strategies : an expiremental test ot two types of benefit differentiation

Master thesis English OPEN
Hem, Alexander Farestvedt; Teslo, Per Christian Strand;
(2012)
  • Subject: :Social science: 200::Economics: 210::Business: 213 [VDP] | marketing and brand management

The purpose of this study is to examine associative- and instrumental benefit differentiation based on secondary associations as part of brand positioning. The field of brand positioning has been subject to extensive research, however, differentiation based on secondary... View more
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