Congruence between Positioning and Brand Advertising - This study formulates and then operationalizes a comprehensive strategic positioning framework. The latter incorporates the various decisions and congruence in activities associated with the management of positioning and the subsequent generation of managerial-practical guidelines.
| Year of publication: |
2007
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|---|---|
| Authors: | Blankson, Charles ; Kalafatis, Stavros P. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 47.2007, 1, p. 79-94
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