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- Title
Brand Perception as Related to Age, Income, and Education.
- Authors
Munn, Henry L.
- Abstract
Are some brands seen by the consumer as really different from all other brands? And are there others which are seen as essentially the same? The author gives the principal results of an exploratory investigation of these questions. The implications for marketing strategy are obvious. The crucial question, of course, is whether different consumers differ significantly in their perceptions of brands within specified product classes.
- Subjects
BRAND image; BRAND choice; CONSUMER preferences; CONSUMER behavior research; DEMOGRAPHIC research; MARKET segmentation; MARKETING research; BRANDING (Marketing); CONSUMER attitude research; DEMOGRAPHIC characteristics; MARKETING strategy; AUTOMOBILE marketing; COFFEE; MARKETING of cigarettes; MARKETING
- Publication
Journal of Marketing, 1960, Vol 24, Issue 3, p29
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248703