The Attribute Approach to Consumer Choice in the Context of Brand Positioning Developement

Markéta Lhotáková and Květa Olšanová

Ekonomika a Management, 2013, vol. 2013, issue 2, 43-56

Abstract: This paper aims to introduce an application of the model known as “the attribute approach to consumer choice” that, at certain circumstances, contributes to the development and the actual wording of the brand positioning statement. Brand positioning is widely applied tool for strategic brand management which in order to clearly differentiate the brand in consumer´s mind develops a unique selling proposition through finding the most appealing attributes. The attribute approach to consumer choice formulates consumer´s satisfaction on the basis of the optimization of the product´s attributes. Contribution and limitation of the model are discussed.

Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.vse.cz/eam/download.php?jnl=eam&pdf=198.pdf
http://www.vse.cz/eam/198 (text/html)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prg:jnleam:v:2013:y:2013:i:2:id:198:p:43-56

Ordering information: This journal article can be ordered from
Redakce Ekonomika a management, Vysoká škola ekonomická v Praze, nám. W. Churchilla 4, 130 67 Praha 3
http://www.vse.cz/eam/

Access Statistics for this article

Ekonomika a Management is currently edited by Eva Kislingerová

More articles in Ekonomika a Management from Prague University of Economics and Business Contact information at EDIRC.
Bibliographic data for series maintained by Stanislav Vojir ().