ASSOCIATIVE POSITIONING STRATEGIES THROUGH COMPARATIVE ADVERTISING - ATTRIBUTE VERSUS OVERALL SIMILARITY APPROACHES

被引：74

作者：

DROGE, C ^{[1
]}

DARMON, RY ^{[1
]}

机构：

[1] MCGILL UNIV,MONTREAL H3A 2T5,QUEBEC,CANADA

来源：

关键词：

D O I：

10.2307/3151385

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：377 / 388

页数：12

共 82 条

[1]

Amundsen MaryS., 1981, J ADVERTISING, V10, P14, DOI 10.1080/00913367.1981.10672751

[2]

ASH SB, 1983, ADV CONSUM RES, V10, P370

[3]

BARNETT V, 1973, COMP STATISTICAL INF

[4] ATTITUDE MODEL FOR STUDY OF BRAND PREFERENCE [J].

BASS, FM ;

TALARZYK, WW .

BELCH, GE .

[6] MULTIDIMENSIONAL-SCALING [J].

CARROLL, JD ;

ARABIE, P .

[7]

CARROLL JD, 1970, USE PROFIT COMPUTER

[8] ORTHOGONAL ROTATION TO CONGRUENCE [J].

CLIFF, N .

[9]

COLLEY RH, 1961, DEFINING ADVERTISING

[10]

Coombs Clyde H., 1964, THEORY DATA