Context effects and context maps for positioning

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dc.contributor.authorHahn, Minhiko
dc.contributor.authorWon, Eko
dc.contributor.authorKang, HMko
dc.contributor.authorHyun, Yong Jinko
dc.date.accessioned2009-06-30T09:14:24Z-
dc.date.available2009-06-30T09:14:24Z-
dc.date.created2012-02-06-
dc.date.created2012-02-06-
dc.date.issued2006-
dc.identifier.citationINTERNATIONAL JOURNAL OF MARKET RESEARCH, v.48, no.2, pp.155 - 177-
dc.identifier.issn1470-7853-
dc.identifier.urihttp://hdl.handle.net/10203/9898-
dc.description.abstractContext effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effects using newly defined share-ratio measures (SRM) and share-change measures (SCM). With these measures, we can also draw context maps and preference-substitutability maps that visualise the nature of context effects and positions of competing brands. These maps allow marketers to make positioning decisions that take advantage of positive context effects.-
dc.languageEnglish-
dc.language.isoen_USen
dc.publisherMARKET RESEARCH SOCIETY-
dc.subjectCHOICE-
dc.subjectREASONS-
dc.titleContext effects and context maps for positioning-
dc.typeArticle-
dc.identifier.wosid000235941400005-
dc.identifier.scopusid2-s2.0-33645142559-
dc.type.rimsART-
dc.citation.volume48-
dc.citation.issue2-
dc.citation.beginningpage155-
dc.citation.endingpage177-
dc.citation.publicationnameINTERNATIONAL JOURNAL OF MARKET RESEARCH-
dc.embargo.liftdate9999-12-31-
dc.embargo.terms9999-12-31-
dc.contributor.localauthorHahn, Minhi-
dc.contributor.localauthorHyun, Yong Jin-
dc.contributor.nonIdAuthorWon, E-
dc.contributor.nonIdAuthorKang, HM-
dc.type.journalArticleArticle-
dc.subject.keywordPlusCHOICE-
dc.subject.keywordPlusREASONS-
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