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Keywords: Brand positioning
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2023) 25 (3): 431–454.
Published: 16 February 2023
... that matter to customers (Urde, 1994 ; Aaker, 1996 ; Kapferer, 2008 ; Esch, 2010). For example, Aaker (1996) defined brand position as “the part of brand identity and value proposition that is actively communicated to the target audience and that demonstrates an advantage over competing brands” (p. 176...
