... Emerald Publishing Limited Licensed re-use rights only Consumer pastness Second-hand Scarcity Vintage Product positioning Nostalgia Pastness This research is structured as follows. First, a pilot study uses word association tasks to develop preliminary evidence regarding whether...

... positioning strategy for unknown ingredients? What factors impact consumer evaluations for products that promote the absence vs presence of such ingredients? This research aims to shed light on these strategic questions. Regulatory focus Product positioning Choice Product ingredients When...

...Benedikt Schnurr Purpose This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations. Design/methodology/approach Using experimental designs, this research investigates how hedonic versus functional consumption goals affect...

... Emerald Group Publishing Limited 2010 Product positioning Marketing strategy Today, companies compete in markets that are fragmented and crowded with offerings, where even strong brands face difficulties in creating sufficient differential advantages over their competitors (Clancy and Trout...

.... In sum, the experiences from these five case firms suggest that traditional segmentation is only used to some degree in the process of establishing customer contacts and sales. Niche marketing Marketing strategy Product differentiation Small enterprises Product positioning International...

... in a mass‐market context, rather than a luxury market setting, seeks to assert authenticity. © Emerald Group Publishing Limited 2009 Brands Product positioning Heritage Authenticity has become an important dimension of brand identity as marketing managers seek to create stronger brands...

...Sanjoy Ghose Perceptual maps and trees are widely used for business applications like advertising development, product design and product positioning. Maps and trees are however intrinsically different in terms of how well they can represent consumer perceptions of product‐market structure. Draws...

... by the extent to which the medium in which it is placed is used. Advertising effectiveness Brand loyalty Media Models Product positioning © MCB UP Limited 1993 ...

... Product positioning ...

... of opportunities for marketing, and it is an appealing and simple idea ‐ but there are many technical questions that a researcher must ask before it is used. © MCB UP Limited 1980 Cluster analysis Market segmentation Product positioning Hierarchical control Questionnaires 422 | Cluster Analysis...