The effects of brand positioning strategies on consumers' brand and category perceptions: Some insights from schema research
Sujan and Bettman report four studies showing that how different consumers judge a brand to be from others in its product category shapes where the brand sits within the category. A brand judged strongly discrepant tended to take a subtyped, niche position, and one judged moderately discrepant a moderately differentiated, general position. Judgements of discrepancy depended on how far the brand differed on a single attribute and on whether the information appeared in one advertisement or was spread across several. The paper also reports effects of comparison-based positioning, tied to schema-based processing. Journal of Marketing Research 26(4), 1989; authors Mita Sujan and James R. Bettman.
Sujan and Bettman report four studies showing that how different consumers judge a brand to be from others in its product category shapes where the brand sits within the category. A brand judged strongly discrepant tended to take a subtyped, niche position, and one judged moderately discrepant a moderately differentiated, general position. Judgements of discrepancy depended on how far the brand differed on a single attribute and on whether the information appeared in one advertisement or was spread across several. The paper also reports effects of comparison-based positioning, tied to schema-based processing. Journal of Marketing Research 26(4), 1989; authors Mita Sujan and James R. Bettman.
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Sujan, M., & Bettman, J. R. (1989). The effects of brand positioning strategies on consumers' brand and category perceptions: Some insights from schema research. Journal of Marketing Research, 26(4). doi:10.1177/002224378902600407 https://doi.org/10.1177/002224378902600407