Abstract
An exploratory study indicates that brand purchase intentions data may be an effective criterion for market segmentation. Combined with a broad coverage of demographic, behavioral, and attitudinal variables, such data can suggest strategies for positioning a company’s brands to combat cannabalization and increase total company share.
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Mahatoo, W.H. (2015). Purchase Intentions and Brand-Positioning Strategy: An Exploratory Study. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_22
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DOI: https://doi.org/10.1007/978-3-319-16937-8_22
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16936-1
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