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- Title
Repositioning via Abstraction.
- Authors
Lee, Jonathan; Heungsun Hwang; An Tran
- Abstract
The article offers information on topics related to market repositioning. Topics mentioned include the importance of market repositioning to consumers, the methods for market repositioning, and the market repositioning and consumer research. Also mentioned are the use of multiple correspondence analysis (MCA) in repositioning strategy, the repositioning approach to several automobile brands including Toyota Camry, Volkswagen Passat, and Honda Accord, and the importance of customer attitudes and preferences on several automobile brands.
- Subjects
MARKET repositioning; CONSUMER research; MULTIPLE correspondence analysis (Statistics); TOYOTA Solara automobile; PASSAT automobile; HONDA Accord automobiles; CONSUMER preferences; CONSUMER attitudes; BRAND name products
- Publication
Advances in Consumer Research, 2017, Vol 45, p449
- ISSN
0098-9258
- Publication type
Article