The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research

Journal Article

Full Text

Duke Authors

Cited Authors

  • Sujan, M; Bettman, JR

Published Date

  • November 1989

Published In

Volume / Issue

  • 26 / 4

Start / End Page

  • 454 - 454

Published By

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.2307/3172765