Positioning models in marketing: Toward a normative-integrated model |
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Authors: | J S Johar M Joseph Sirgy |
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Institution: | (1) California State University, San Bernardino;(2) Virginia Polytechnic Institute and State University, USA |
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Abstract: | In this paper we argue that the optimal use of positioning models employed in marketing communication (e.g., multiattribute attitude models, self-image congruence models) is a function of situational factors such as product utilitarianism and product value-expressiveness. A normative model is introduced to show how positioning models can be used effectively. |
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