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Brand Positioning Through the Consumers’ Lens

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DISSERTATION
Titel der Dissertation

„Brand Positioning Through the Consumers’ Lens“

Verfasserin / Verfasser

Mag. rer. soc. oec. Christoph Fuchs

Angestrebter akademischer Grad

Ph. D. (Doctor of Philosophy)

Wien, im April 2008

Studienkennzahl lt. Studienblatt: Dissertationsgebiet lt. Studienblatt: Betreuer / Betreuerin:

A 094 146 Management Univ.-Prof. Dr. Adamantios Diamantopoulos

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ACKNOWLEDGMENTS
I would like to thank Univ. Prof. Adamantios Diamantopoulos, Ph. D., for the supervision of this dissertation and for being my mentor over the last four years. I would also like to thank o. Univ. Prof. Dr. Dr. h.c. Udo Wagner, Associate Professor Kevin E. Voss, Ph. D., Professor William E. Baker, Ph. D., and o. Univ. Prof. Bodo B. Schlegelmilch, Ph. D., D. Litt, for their excellent comments on the issue of positioning effectiveness measurement. Furthermore, I am indebted to Dr. Daniel Hoppe, ao. Univ. Prof. Dr. Elfriede Penz, and Professor Rajan Varadarajan, Ph. D., for valuable comments on the qualitative study conducted in Chapter 3. Moreover, I would like to thank Florian Mailänder and Mag. Fritz Alexander from Research International Ltd. for their agreement to collaborate on the scale development project (Chapter 5) and for their valuable input from the practitioners’ side.

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ABSTRACT
Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization…...

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