• DOI:10.1016/S1441-3582(07)70042-3
Corpus ID: 13798415

Evidence concerning the importance of perceived brand differentiation

@article{Romaniuk2007EvidenceCT,
  title={Evidence concerning the importance of perceived brand differentiation},
  author={J. Romaniuk and B. Sharp and A. Ehrenberg},
  journal={Australasian Marketing Journal (amj)},
  year={2007},
  volume={15},
  pages={42-54}
}

J. Romaniuk, B. Sharp, A. Ehrenberg

Published 2007

Business

Australasian Marketing Journal (amj)

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… CONTINUE READING

View via Publisher

byronsharp.files.wordpress.com

Save to Library

Create Alert

Cite

Launch Research Feed