... are contingent upon two aspects of a brand – the perceived relative position of the brand and consumers’ brand usage experiences. Specifically, when consumers perceive a brand to be inferior to its competitors in a given attribute, they generally place greater weight on that attribute for that brand. In contrast...

... similarity influences the perceived positioning of a brand extension: lower similarity extensions can be perceived as “specialized” products, whereas high similarity extensions are perceived as “all-in-one” products not performing exceptionally well on any specific attribute. Design/methodology/approach...

... the charities are perceived to be reputable organizations; whether the charities offer hope in the long term by adopting an educational approach; and whether the problem concerns the whole society. Illustrates the results by the positioning of the charities with regard to these criteria on a perceptual map...

... of techniques have been proposed to analyse this problem. Posits that multidimensional scaling has some unique advantages and illustrates that there are practical applications of this set of techniques and points out their strengths and limitations in new product planning. Concludes that most brands compete...