Comparisons of media types and congruence in positioning of service brands

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 between managerial decisions, adopted communications and target audience percepti...

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Veröffentlicht in:	The journal of product & brand management 2014-05, Vol.23 (3), p.162-179
Hauptverfasser:	Blankson, Charles, P. Kalafatis, Stavros, Coffie, Stanley, H. Tsogas, Markos
Format:	Artikel
Sprache:	eng
Schlagworte:	Audiences Brand management/equity Brands Competition Competitive advantage Consumer attitudes Content analysis Executives Marketing Organization theory Perceptions Product development Product management
Online-Zugang:	Volltext
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