Evidence concerning the Importance of Perceived Brand Differentiation

@article{Romaniuk2007EvidenceCT,
  title={Evidence concerning the Importance of Perceived Brand Differentiation},
  author={Jenni Romaniuk and Byron Sharp and A. S. C. Ehrenberg},
  journal={Australasian Marketing Journal},
  year={2007},
  volume={15},
  pages={42 - 54}
}
The credibility and vibrancy of any discipline depends on a willingness to question even the most strongly held beliefs. Our research challenges the central importance of differentiation to brand strategy. We provide an empirically grounded theoretical argument that differentiation plays a more limited role in brand competition than the orthodox literature assumes. We then present empirical data, spanning many categories and two countries, showing that there is a low level of perceived… Expand
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