The effect of a similarity versus dissim
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Laurette Dubรฉ; Bernd H. Schmitt
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Article
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1999
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John Wiley and Sons
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English
โ 131 KB
๐ 2 views
Results of three studies show that the effectiveness of positioning strategies based on similarity and dissimilarity vis-a `-vis other brands or with respect to the product category as a whole is moderated by the degree of familiarity of the consumer with the objects of comparison (Study 1) and by t