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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/111916


    Title: A new approach to network analysis for brand positioning
    Authors: Wang, Hui-Ju
    Contributors: 企管系
    Date: 2015-10
    Issue Date: 2017-08-10 17:00:05 (UTC+8)
    Abstract: The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research. Using 12 sample brands in the electronic industry, this paper proposes a four-step process as a practical guide in analysing the effects of brand positioning on differentiation. Through the techniques of core-periphery structure, the paper creates four clusters to reveal differentiation of brand positioning. It provides clear arguments for using network analysis as the preferred method to capture the structure of brand positioning. The results have significant theoretical and practical implications for academic researchers and practitioners in the field of brand management.
    Relation: International Journal of Market Research, 57(5), 727-742
    Data Type: article
    DOI link: http://dx.doi.org/10.2501/IJMR-2015-060
    DOI: 10.2501/IJMR-2015-060
    Appears in Collections:[Department of Business Administation ] Periodical Articles

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