BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET

BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET

The aim of this study is to reveal the position ofseven shampoo brands that existin the Turkish market. In this research, perceptualmapping technique was usedbased on the attribute data and attribute ratings.The results of this study indicate that two most important dimensions t...

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Bibliographic Details
Main Authors: Faruk Anıl KONUK, Oylum KORKUT ALTUNA
Format: Article
Language:English
Published: Social Sciences Research Society 2011-07-01
Series:International Journal of Social Sciences and Humanity Studies
Online Access:http://www.sobiad.org/ejournals/journal_IJSS/arhieves/2011_2/faruk_anil_konuk.pdf
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spelling doaj-da1f5d19337d4fb3b4b3d01a303c48cb2020-11-24T23:41:29ZengSocial Sciences Research SocietyInternational Journal of Social Sciences and Humanity Studies1309-80631309-80632011-07-01322011030219BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKETFaruk Anıl KONUKOylum KORKUT ALTUNAThe aim of this study is to reveal the position ofseven shampoo brands that existin the Turkish market. In this research, perceptualmapping technique was usedbased on the attribute data and attribute ratings.The results of this study indicate that two most important dimensions that areeffective on consumer evaluations of shampoo brandsare found to be brand affectand brand Trust Customer Services.http://www.sobiad.org/ejournals/journal_IJSS/arhieves/2011_2/faruk_anil_konuk.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Faruk Anıl KONUK
Oylum KORKUT ALTUNA
spellingShingle Faruk Anıl KONUK
Oylum KORKUT ALTUNA
BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
International Journal of Social Sciences and Humanity Studies
author_facet Faruk Anıl KONUK
Oylum KORKUT ALTUNA
author_sort Faruk Anıl KONUK
title BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
title_short BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
title_full BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
title_fullStr BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
title_full_unstemmed BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
title_sort brand positioning through multidimensional scaling:a study in the turkish shampoo market
publisher Social Sciences Research Society
series International Journal of Social Sciences and Humanity Studies
issn 1309-8063
1309-8063
publishDate 2011-07-01
description The aim of this study is to reveal the position ofseven shampoo brands that existin the Turkish market. In this research, perceptualmapping technique was usedbased on the attribute data and attribute ratings.The results of this study indicate that two most important dimensions that areeffective on consumer evaluations of shampoo brandsare found to be brand affectand brand Trust Customer Services.
url http://www.sobiad.org/ejournals/journal_IJSS/arhieves/2011_2/faruk_anil_konuk.pdf
work_keys_str_mv AT farukanılkonuk brandpositioningthroughmultidimensionalscalingastudyintheturkishshampoomarket
AT oylumkorkutaltuna brandpositioningthroughmultidimensionalscalingastudyintheturkishshampoomarket
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