Iyer, Pramod P.; Paswan, Audhesh K; Davari, Arezoo - In: Journal of Product & Brand Management 25 (2016) 1, pp. 69-83
(SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e. health and nutrition food, indulgence … food, entertainment and technology for entertainment and learning) that are most loved by mothers and/or children. Next, a …) are used by these brands loved by mothers and children. Findings – The results of this study indicate that functional cues …