Using positioning models to measure and manage brand uncertainty-Reference-Cited by-同舟云学术

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Using positioning models to measure and manage brand uncertainty

Published:2004-08 Issue:5 Volume:13 Page:294-302
ISSN:1061-0421
Container-title:Journal of Product & Brand Management
language:en
Short-container-title:Jnl of Product & Brand Mgt

Author:

Ghosh Amit K.,Chakraborty Goutam

Publisher

Emerald

Subject

Management of Technology and Innovation,Marketing

Reference43 articles.

1. Measuring Brand Equity Across Products and Markets

2. Achenbaum, A.A. (1972), “Advertising doesn't manipulate consumers”,Journal of Advertising Research, Vol. 12, pp. 3‐13.

3. Dimensions of Consumer Expertise

4. Toward a unified theory of similarity and recognition.

5. Assael, H. and Day, G.S. (1968), “Attitudes and awareness as predictors of market share”,Journal of Advertising Research, Vol. 8, pp. 3‐10.

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2. Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms;Journal of Product & Brand Management;2019-08-01

3. Positioning strategies for branding services in an emerging economy;Journal of Strategic Marketing;2018-07-23

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5. Market and brand-oriented schools of positioning;Journal of Product & Brand Management;2014-11-11

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