Perceptual positioning of international, national and private brands in a growing international market: An empirical study.

Sanjoy Ghose, Oded Lowengart

Research output: Contribution to journalArticlepeer-review

Abstract

Examines how consumers perceive the competitive positioning of international, national and private brands in foreign markets. Data from the Israeli market; Perception of consumers on brands; Relation of branding to the quality, price and popularity of a product; Assessment of market segmentation and market life-cycle in branding.
Original languageEnglish GB
Pages (from-to)45-62
Number of pages18
JournalJournal of Brand Management
Volume9
Issue number1
DOIs
StatePublished - 1 Sep 2001

Keywords

  • Product management
  • Positioning (Advertising)
  • Market segmentation
  • Israel

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