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

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Abstract

Mita Sujan, James R. Bettman, The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research, Journal of Marketing Research, Vol. 26, No. 4 (Nov., 1989), pp. 454-467

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Sujan et al. (Wed,) studied this question.

synapsesocial.com/papers/6a173ea1fc01439fbf2c3080 https://doi.org/https://doi.org/10.2307/3172765

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