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Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts
Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiven...
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| Main Authors: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Instituto Brasileiro de Estudos e Pesquisas Sociais
2018-03-01
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| Colecção: | Revista Eletrônica de Ciência Administrativa |
| Acesso em linha: | http://www.periodicosibepes.org.br/index.php/recadm/article/view/2335 |
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