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Determining The Most Relevant Characteristics Of A Product As Part Of A Brand Positioning Analyze

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  • Sabina-Mihaela, RUSU

    ()
    (“Apollonia” University of Iasi, Roamania)

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    Abstract

    Product characteristics or attributes along with brand meanings are a mix of features ascribed to a brand that are meant to create brand associations and a resulting brand image in the mind of the consumer determining in this way the brand position on the market. This paper is based on a qualitative study (observation fallowed by questionnaires applied on a restrain group of students) and its aim is to identify which are the most relevant attributes for a book designed for learning a foreigner language. The results of this analyze can be utilized in further studies regarding how to establish the position of this product on the market.

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    File URL: http://www.strategiimanageriale.ro/papers/130559.pdf
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    Bibliographic Info

    Article provided by Constantin Brancoveanu University in its journal Management Strategies Journal.

    Volume (Year): 23 (2013)
    Issue (Month): Special ()
    Pages: 450-456

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    Handle: RePEc:brc:journl:v:23:y:2013:i:s:p:450-456

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    Related research

    Keywords: brand attributes; brand positioning; observation; qualitative analyze;

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    1. Kyeongheui Kim & Joan Meyers-Levy, 2008. "Context Effects in Diverse-Category Brand Environments: The Influence of Target Product Positioning and Consumers' Processing Mind-Set," Journal of Consumer Research, University of Chicago Press, vol. 34(6), pages 882-896, October.
    2. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
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