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

Journal Article

Full Text

Published version (via Digital Object Identifier)

Duke Authors

Bettman, James R.

Cited Authors

Sujan, M; Bettman, JR

Published Date

November 1989

Published In

Journal of Marketing Research

Volume / Issue

26 / 4

Start / End Page

454 - 454

Published By

JSTOR

International Standard Serial Number (ISSN)

0022-2437

Digital Object Identifier (DOI)

10.2307/3172765