Positioning options for achieving brand association: a psychological categorization framework
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- Loken, Barbara & Ward, James C, 1990. " Alternative Approaches to Understanding the Determinants of Typicality," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 111-26, September.
- Sujan, Mita & Dekleva, Christine, 1987. " Product Categorization and Inference Making: Some Implications for Comparative Advertising," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 372-78, December.
- Pechmann, Cornelia & Ratneshwar, S, 1991. " The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, Oxford University Press, vol. 18(2), pages 145-60, September.
- Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 455-72, March.
- Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Oxford University Press, vol. 17(3), pages 263-76, December.
- Hutchinson, J Wesley & Alba, Joseph W, 1991. " Ignoring Irrelevant Information: Situational Determinants of Consumer Learning," Journal of Consumer Research, Oxford University Press, vol. 18(3), pages 325-45, December.
- Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
- Dickerson, Mary Dee & Gentry, James W, 1983. " Characteristics of Adopters and Non-Adopters of Home Computers," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 225-35, September.
- Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 411-54, March.
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