Evaluating the effectiveness of brand-positioning strategies from a consumer perspective

European Journal of Marketing

Volumn 44, Issue 11, 2010, Pages 1763-1786

  Fuchs, Christoph ^a   Diamantopoulos, Adamantios ^b  

^a AARHUS SCHOOL OF BUSINESS   (Denmark)

^b UNIVERSITY OF VIENNA   (Austria)

Author keywords

Marketing strategy; Product positioning

Indexed keywords

EID: 78149399677     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011079873     Document Type: Article

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