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Determining The Most Relevant Characteristics Of A Product As Part Of A Brand Positioning Analyze

Author

Listed:
  • Sabina-Mihaela, RUSU

    (“Apollonia” University of Iasi, Roamania)

Abstract

Product characteristics or attributes along with brand meanings are a mix of features ascribed to a brand that are meant to create brand associations and a resulting brand image in the mind of the consumer determining in this way the brand position on the market. This paper is based on a qualitative study (observation fallowed by questionnaires applied on a restrain group of students) and its aim is to identify which are the most relevant attributes for a book designed for learning a foreigner language. The results of this analyze can be utilized in further studies regarding how to establish the position of this product on the market.

Suggested Citation

  • Sabina-Mihaela, RUSU, 2013. "Determining The Most Relevant Characteristics Of A Product As Part Of A Brand Positioning Analyze," Management Strategies Journal, Constantin Brancoveanu University, vol. 22(Special), pages 450-456.
    • Handle: RePEc:brc:journl:v:23:y:2013:i:s:p:450-456
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    References listed on IDEAS

    as
    1. Young, Robert B. & Javalgi, Rajshekhar G., 2007. "International marketing research: A global project management perspective," Business Horizons, Elsevier, vol. 50(2), pages 113-122.
    2. Auger, Pat & Devinney, Timothy M. & Louviere, Jordan J. & Burke, Paul F., 2010. "The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study," International Business Review, Elsevier, vol. 19(2), pages 140-159, April.
    3. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand attributes; brand positioning; observation; qualitative analyze;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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