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• W2000653316 abstract "The strategic importance of the product positioning decision in achieving success in the marketplace is well recognized. However, there has been relatively limited development of the theoretical foundation for the positioning options that are available to firms. This article proposes a conceptual approach that can assist marketing managers in making a major positioning decision: What type of comparisons should be emphasized to achieve brand association? The framework is derived from the psychological literature on categorization. Five sets of propositions linking product positioning options with the processing of brand level information by consumers are developed. The managerial implications of the propositions for formulating an associative positioning strategy for a brand are presented." @default.
• W2000653316 created "2016-06-24" @default.
• W2000653316 creator A5031994574 @default.
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• W2000653316 date "2002-04-01" @default.
• W2000653316 modified "2023-10-16" @default.
• W2000653316 title "Positioning options for achieving brand association: a psychological categorization framework" @default.
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• W2000653316 doi "https://doi.org/10.1016/s0148-2963(00)00165-x" @default.
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