Work

An Alternative Method for Measuring Value-Based Segmentation and Advertisement Positioning

Year: 1988

Type: article

Abstract: This study examines the use of values in market segmentation and the relationship between consumer value structures and consumer preferences for three different ad-product positionings, each designed to appeal to people with different value structures. The results demonstrate the potential benefit of utilizing consumer values in developing ad-product positioning to enhance ad appeal among target market consumers.

Source: Current Issues and Research in Advertising

DOI: 10.1080/01633392.1988.10504932

Authors: Patricia F. Kennedy, Roger J. Best, Lynn R. Kahle

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W833280997

FWCI:

Cites: 36

Cited by: 22

Related to: 10