Matches in SemOpenAlex for { <https://semopenalex.org/work/W2427204757> ?p ?o ?g. }
Showing items 1 to 90 of
90
with 100 items per page.
- W2427204757 endingPage "885" @default.
- W2427204757 startingPage "870" @default.
- W2427204757 abstract "This study discusses the fact that there are a host of possible associations that a firm can build in a brand. Not all associations need to be built but rather those that directly or indirectly affect consumers’ buying behaviour. The article identifies the associations in which the brands are positioned strongly and new associations for weaker or new brands to position themselves. The brand image has been studied using a technique called perceptual mapping, which can have any number of dimensions but the most common are two dimensions. Any more dimensions are a challenge to draw and confusing to interpret. Following that logic, the discriminant analysis of selected attributes that discriminate between objects is used. The brand Dettol is strongly positioned with the functional association of antiseptic nature and Lux with perfect fragrance. In the symbolic associations, Dove positioned itself as ‘Popular among friends’ and Cinthol for its ‘Attractive name’. For experience association, Dove and Dettol are positioned as brands for ‘more self-confidence’ and Lux for ‘Glowing skin’. The article helps in understanding the importance of brands and their features in evolving consumers’ world. It analyzes the significance of brand image building and the value it adds to consumer brand perception and association. The study highlights the effect of brand associations in brand positioning by identifying new associations for weaker brands (repositioning) or new brands to position themselves." @default.
- W2427204757 created "2016-06-24" @default.
- W2427204757 creator A5026114851 @default.
- W2427204757 creator A5043001882 @default.
- W2427204757 creator A5052144911 @default.
- W2427204757 date "2016-07-21" @default.
- W2427204757 modified "2023-09-26" @default.
- W2427204757 title "Brand Image Mapping: A Study on Bathing Soaps" @default.
- W2427204757 cites W1555109278 @default.
- W2427204757 cites W1984644008 @default.
- W2427204757 cites W1988447536 @default.
- W2427204757 cites W2010103435 @default.
- W2427204757 cites W2059973413 @default.
- W2427204757 cites W2128972805 @default.
- W2427204757 cites W2329931392 @default.
- W2427204757 cites W2333957995 @default.
- W2427204757 cites W2334626268 @default.
- W2427204757 cites W4234081717 @default.
- W2427204757 cites W4256173697 @default.
- W2427204757 doi "https://doi.org/10.1177/0972150916645683" @default.
- W2427204757 hasPublicationYear "2016" @default.
- W2427204757 type Work @default.
- W2427204757 sameAs 2427204757 @default.
- W2427204757 citedByCount "8" @default.
- W2427204757 countsByYear W24272047572019 @default.
- W2427204757 countsByYear W24272047572020 @default.
- W2427204757 countsByYear W24272047572022 @default.
- W2427204757 crossrefType "journal-article" @default.
- W2427204757 hasAuthorship W2427204757A5026114851 @default.
- W2427204757 hasAuthorship W2427204757A5043001882 @default.
- W2427204757 hasAuthorship W2427204757A5052144911 @default.
- W2427204757 hasConcept C109703566 @default.
- W2427204757 hasConcept C112698675 @default.
- W2427204757 hasConcept C119857082 @default.
- W2427204757 hasConcept C142853389 @default.
- W2427204757 hasConcept C144133560 @default.
- W2427204757 hasConcept C15744967 @default.
- W2427204757 hasConcept C162853370 @default.
- W2427204757 hasConcept C169760540 @default.
- W2427204757 hasConcept C204899459 @default.
- W2427204757 hasConcept C2524010 @default.
- W2427204757 hasConcept C26760741 @default.
- W2427204757 hasConcept C2776035688 @default.
- W2427204757 hasConcept C2776291640 @default.
- W2427204757 hasConcept C2984367651 @default.
- W2427204757 hasConcept C33923547 @default.
- W2427204757 hasConcept C41008148 @default.
- W2427204757 hasConcept C46312422 @default.
- W2427204757 hasConcept C542102704 @default.
- W2427204757 hasConcept C90673727 @default.
- W2427204757 hasConceptScore W2427204757C109703566 @default.
- W2427204757 hasConceptScore W2427204757C112698675 @default.
- W2427204757 hasConceptScore W2427204757C119857082 @default.
- W2427204757 hasConceptScore W2427204757C142853389 @default.
- W2427204757 hasConceptScore W2427204757C144133560 @default.
- W2427204757 hasConceptScore W2427204757C15744967 @default.
- W2427204757 hasConceptScore W2427204757C162853370 @default.
- W2427204757 hasConceptScore W2427204757C169760540 @default.
- W2427204757 hasConceptScore W2427204757C204899459 @default.
- W2427204757 hasConceptScore W2427204757C2524010 @default.
- W2427204757 hasConceptScore W2427204757C26760741 @default.
- W2427204757 hasConceptScore W2427204757C2776035688 @default.
- W2427204757 hasConceptScore W2427204757C2776291640 @default.
- W2427204757 hasConceptScore W2427204757C2984367651 @default.
- W2427204757 hasConceptScore W2427204757C33923547 @default.
- W2427204757 hasConceptScore W2427204757C41008148 @default.
- W2427204757 hasConceptScore W2427204757C46312422 @default.
- W2427204757 hasConceptScore W2427204757C542102704 @default.
- W2427204757 hasConceptScore W2427204757C90673727 @default.
- W2427204757 hasIssue "4" @default.
- W2427204757 hasLocation W24272047571 @default.
- W2427204757 hasOpenAccess W2427204757 @default.
- W2427204757 hasPrimaryLocation W24272047571 @default.
- W2427204757 hasRelatedWork W1831806977 @default.
- W2427204757 hasRelatedWork W2019424867 @default.
- W2427204757 hasRelatedWork W2342246844 @default.
- W2427204757 hasRelatedWork W2564405222 @default.
- W2427204757 hasRelatedWork W2740860328 @default.
- W2427204757 hasRelatedWork W2741094110 @default.
- W2427204757 hasRelatedWork W2972828270 @default.
- W2427204757 hasRelatedWork W2994311756 @default.
- W2427204757 hasRelatedWork W3189274748 @default.
- W2427204757 hasRelatedWork W4309070828 @default.
- W2427204757 hasVolume "17" @default.
- W2427204757 isParatext "false" @default.
- W2427204757 isRetracted "false" @default.
- W2427204757 magId "2427204757" @default.
- W2427204757 workType "article" @default.