Congruence between Positioning and Brand Advertising

The lack of comprehensive strategic positioning models capable of being employed by managers and advertising executives has given the impetus for this research.

Congruence between Positioning and Brand Advertising

Charles BlanksonUniversity of North TexasStavros P. KalafatisKingston University Business School

INTRODUCTION

Review of the literature shows growing interest and activities attached to the concept of positioning (Aaker and Shansby, 1982; Alden, Steenkamp, and Batra, 1999; Crawford, 1985; Dillon, Domzal, and Madden, 1986; Hooley and Greenley, 2005; Pechmann and Ratneshwar, 1991; Prince, 1990). The subject is considered as one of the key elements of modern marketing management (Hooley, Saunders, and Piercy, 1998; Kotler,...

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