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

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LAVIDGE, RJ ;

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[36]

LINGOES JC, 1977, GEOMETRIC REPRESENTA

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MACKAY, DB ;

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