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Descriptive and evaluative attributes: what relevance to marketers?

Descriptive and evaluative attributes: what relevance to marketers? A growing number of studies have suggested that consumers hold very similar beliefs about the brands they use within a product category. This implies that experience, rather than marketing activity, leads consumers to associate attributes with brands. Replicates and extends earlier studies and addresses methodological criticisms directed at that work. Our findings reveal that descriptive attributes can be successfully predicted and they confirm that the usage level of a brand typically determines the proportion of consumers who hold favourable attitudes about that brand. The results question the popular emphasis on positioning and brand differentiation and we conclude by suggesting more behaviourally oriented strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Descriptive and evaluative attributes: what relevance to marketers?

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References (26)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010356993
Publisher site
See Article on Publisher Site

Abstract

A growing number of studies have suggested that consumers hold very similar beliefs about the brands they use within a product category. This implies that experience, rather than marketing activity, leads consumers to associate attributes with brands. Replicates and extends earlier studies and addresses methodological criticisms directed at that work. Our findings reveal that descriptive attributes can be successfully predicted and they confirm that the usage level of a brand typically determines the proportion of consumers who hold favourable attitudes about that brand. The results question the popular emphasis on positioning and brand differentiation and we conclude by suggesting more behaviourally oriented strategies.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Nov 1, 2000

Keywords: Consumer behaviour; Product differentiation

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