Niching versus change-of-pace brands : using purchase frequencies and penetration rates to infer brand positionings
by Barbara E. Kahn ; Manohar U. Kalwani ; Donald G. Morrison
| Year of publication: |
1988 ; Rev
|
|---|---|
| Authors: | Kahn, Barbara E. ; Kalwani, Manohar U. ; Morrison, Donald G. |
| Publisher: |
West Lafayette, Indiana |
| Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |