Chen, Rain; Wang, Ming-Hong - In: Journal of Management and Strategy 6 (2015) 1, pp. 36-44
The study used multidimensional scaling to build designer and consumer Brand Position Map, BPM. The research objectives are as follows: (1) Using trademark samples to build BPM, (2) comparing substantive differences between BPM built by designers and by consumers, (3) presenting a well-known...
