Concepedia

Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches

Cornelia Dröge, René Y. Darmon

Journal of Marketing Research · 1987 · 69 citations · 0 references

Concepts

BusinessMarketingMarketing ManagementAdvertisingMarketing StrategyStrategic MarketingAdvertising StrategyBrand PositioningComparative AdvertisingMarket PositioningPositioning StrategyStrategic PositioningAttribute-based PositioningBrand Positioning In AdvertisingComparative Advertising PersuasionDirect Comparative Advertising