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Positioning options for achieving brand association: a psychological categorization framework

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  • Punj, Girish
  • Moon, Junyean
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 55 (2002)
    Issue (Month): 4 (April)
    Pages: 275-283

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    Handle: RePEc:eee:jbrese:v:55:y:2002:i:4:p:275-283

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    Web page: http://www.elsevier.com/locate/jbusres

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    1. Pechmann, Cornelia & Ratneshwar, S, 1991. " The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 145-60, September.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    3. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
    4. Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 263-76, December.
    5. Park, C Whan & Smith, Daniel C, 1989. " Product-Level Choice: A Top-Down or Bottom-Up Process?," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 289-99, December.
    6. Hutchinson, J Wesley & Alba, Joseph W, 1991. " Ignoring Irrelevant Information: Situational Determinants of Consumer Learning," Journal of Consumer Research, University of Chicago Press, vol. 18(3), pages 325-45, December.
    7. Loken, Barbara & Ward, James C, 1990. " Alternative Approaches to Understanding the Determinants of Typicality," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 111-26, September.
    8. Dickerson, Mary Dee & Gentry, James W, 1983. " Characteristics of Adopters and Non-Adopters of Home Computers," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 225-35, September.
    9. Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 455-72, March.
    10. Sujan, Mita & Dekleva, Christine, 1987. " Product Categorization and Inference Making: Some Implications for Comparative Advertising," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 372-78, December.
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    Cited by:
    1. Mohlin, Erik, 2014. "Optimal categorization," Journal of Economic Theory, Elsevier, vol. 152(C), pages 356-381.
    2. Fransen, Marieke L. & Fennis, Bob M. & Pruyn, Ad Th. H. & Das, Enny, 2008. "Rest in peace? Brand-induced mortality salience and consumer behavior," Journal of Business Research, Elsevier, vol. 61(10), pages 1053-1061, October.
    3. Jewell, Robert D. & Saenger, Christina, 2014. "Associative and dissociative comparative advertising strategies in broadening brand positioning," Journal of Business Research, Elsevier, vol. 67(7), pages 1559-1566.

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