The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity
Abstract
The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors note that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The authors...
Paper Details
Title
The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity
Published Date
May 1, 1998
Volume
35
Issue
2
Pages
210 - 224
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