...Enav Friedmann; Merav Weiss-Sidi; Tiziano Vescovi Purpose Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so...

...Holger Joerg Schmidt; Nicholas Ind; Francisco Guzmán; Eric Kennedy Purpose This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers. Design/methodology/approach The paper uses focus groups, interviews...

... and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating...

... tactics, relatable to a high perceived value, such as building positive reputation, developing brand identification, refining products/services and providing high specialty for high price market segments products have been statistically linked to a differentiation strategy (Allen and Helms, 2006 ; Allen...

... 2015 --> Positioning Promotions Brand communication Public relations Brand awareness Brand identity Brand promotion Marketing professionals the world over inevitably find themselves confronted with the agony of “How do I market this?” or “How do I persuade upper...

...Mats Urde; Christian Koch Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots...

...Charles Blankson; Stavros P. Kalafatis; Stanley Coffie; Markos H. Tsogas Purpose – The purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish whether there is evidence of congruence/fit...

... to develop an integral marketing strategy in order to achieve an effective position of the nation for its different target audiences. Therefore, the main objective of this paper is to determine the set of dimensions and facets that exist in people's minds in regards to a country brand in general...

...Charles Blankson; Stavros P. Kalafatis In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between...

... success of product features. Plots importances for product features of an analytical instrument against the product’s pre‐introduction expectations and post‐product‐test satisfactions. Considers product design issues as well as positioning strategy. Changes in evaluations (“expectations” to “satisfactions...