Positioning options for achieving brand association: a psychological categorization framework

Competitive advantage, creating and sustaining superior performance

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Management, Strategic Management, Strategy +14

A spreading-activation theory of semantic processing.

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Language Studies, Psychology, Cognitive Psychology +10

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Eleanor Rosch, Carolyn Β. Mervis · Cognitive Psychology · 1975 · 5.9K citations

Social Sciences, Social Psychology, Sociology +7

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Dimensions of Consumer Expertise

Joseph W. Alba, J. Wesley Hutchinson · Journal of Consumer Research · 1987 · 4.3K citations · Full text

Business, Marketing, Psychology +11