Browsing NHH Brage by Author "Teslo, Per Christian Strand"

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Brand positioning strategies : an expiremental test ot two types of benefit differentiation

Hem, Alexander Farestvedt; Teslo, Per Christian Strand (Master thesis, 2012)

The purpose of this study is to examine associative- and instrumental benefit differentiation based on secondary associations as part of brand positioning. The field of brand positioning has been subject to extensive ...