Ahmad, Shimi Naurin; Richard, Marie-Odile - In: Journal of Business Research 67 (2014) 3, pp. 278-287
sets. This is the Brisoux–Laroche model. Traditional brand categorization models including this, assume that consumers can … increases the difficulty for a consumer to decide about the placement into subsets. This study investigates consumers' brand … categorization when a brand has both perceived positive and negative attributes. We propose that a brand may belong to more than one …
