Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand's position

There are few attempts at empirically validating the effectiveness of brand differentiation, leading to a long-lived debate regarding whether it is a necessary condition for brand success. Drawing from metacognition and decision process theory, the current research suggests that the relationship bet...

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Veröffentlicht in:	Journal of marketing management 2022-02, Vol.38 (3-4), p.369-397
Hauptverfasser:	O'Rourke, Anne-Maree, Carrillat, François A., Wang, Paul Z.
Format:	Artikel
Sprache:	eng
Schlagworte:	brand communication Brand differentiation brand positioning brand strategy Brands Communication strategies confidence Consumers Differentiation Metacognition Money Objectives purchase goal
Online-Zugang:	Volltext
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