Congruence between Positioning and Brand Advertising

Charles Blankson and Stavros P. Kalafatis

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...

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