Perceptual maps via enhanced correspondence analysis : representing confidence regions to clarify brand positions
Year of publication: |
September 2018
|
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Authors: | Iacobucci, Dawn ; Grisaffe, Doug |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3318, ZDB-ID 2725961-4. - Vol. 6.2018, 3, p. 72-83
|
Subject: | Correspondence analysis | Perceptual maps | Positioning | Brand positioning | Markenführung | Brand management | Markenimage | Brand image | Multivariate Analyse | Multivariate analysis | Wahrnehmung | Perception | Konsumentenverhalten | Consumer behaviour |
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