A Way to More Effective Marketing Strategies
To create successful marketing strategies, it is essential to be familiar with consumers’ cognitive structures. In this article, the qualitative method of concept mapping is applied in a consumer survey ( N = 132) to elicit cognitive structures and dimensionality of cognitive structures. The authors...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2011-09-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244011418380 |