Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes
- 1 August 1994
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 31 (3) , 339
- https://doi.org/10.2307/3152221
Abstract
Conventional product differentiation strategies prescribe distinguishing a product or brand from competitors' on the basis of an attribute that is relevant,...Keywords
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