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Positioning options for achieving brand association: a psychological categorization framework

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  • Punj, Girish
  • Moon, Junyean

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  • Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    • Handle: RePEc:eee:jbrese:v:55:y:2002:i:4:p:275-283
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    2. Mühlbacher, Hans & Raies, Karine & Grohs, Reinhard & Koll, Oliver, 2016. "Drivers of brand strength: Configural paths to strong cognitive brand equity," Journal of Business Research, Elsevier, vol. 69(8), pages 2774-2780.
    3. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).
    4. Mohlin, Erik, 2014. "Optimal categorization," Journal of Economic Theory, Elsevier, vol. 152(C), pages 356-381.
    5. Aggarwal, Praveen & Vaidyanathan, Rajiv & Venkatesh, Alladi, 2009. "Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research," Journal of Retailing, Elsevier, vol. 85(2), pages 145-158.
    6. Jun Zhang & Joon Soo Lim, 2021. "Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 77-98, January.
    7. Grohs, Reinhard & Raies, Karine & Koll, Oliver & Mühlbacher, Hans, 2016. "One pie, many recipes: Alternative paths to high brand strength," Journal of Business Research, Elsevier, vol. 69(6), pages 2244-2251.
    8. Lauren Labrecque & George Milne, 2013. "To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace," Marketing Letters, Springer, vol. 24(2), pages 165-176, June.
    9. Jewell, Robert D. & Saenger, Christina, 2014. "Associative and dissociative comparative advertising strategies in broadening brand positioning," Journal of Business Research, Elsevier, vol. 67(7), pages 1559-1566.
    10. Suh-hee Choi & Liping A. Cai, 2016. "Dimensionality and associations of country and destination images and visitor intention," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(4), pages 268-284, November.

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