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The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category
16 references·3 citing·37 second hop
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References

  • 1977Features of similarity.7,414 cited
  • 1975Family resemblances: Studies in the internal structure of categories5,932 cited
  • 1979Cognition and Categorization5,264 cited
  • 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
  • 2013Imagery and Verbal Processes4,142 cited
  • 1972Imagery and Verbal Processes3,246 cited
  • 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
  • 1989Consumer Preference Formation and Pioneering Advantage943 cited
  • 1987Service Positioning through Structural Change928 cited
  • 1984Product Familiarity and Learning New Information922 cited
  • 1994The Importance of the Brand in Brand Extension819 cited
  • 1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited
  • 1982Similarity, separability, and the triangle inequality.469 cited
  • 1989The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research391 cited
  • 1991Substitution in Use and the Role of Usage Context in Product Category Structures360 cited

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  • 1992Order-of-Entry Effects on Consumer Memory and Judgment: An Information Integration Perspective283 cited
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    • 2005Understanding Consumer Evaluations of Mixed Affective Experiences48 cited
    • 2014Does brand personality vary across retail brands and gender? An empirical check14 cited
    • 2016La similarité en marketing : périmètre, mesure et champs d’application13 cited