BibTex RIS Cite

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

Year 2011, Volume: 3 Issue: 2, 193 - 208, 01.12.2011

Abstract

The aim of this study is to reveal the position of seven shampoo brands that exist in the Turkish market. In this research, perceptual mapping technique was used based on the attribute data and attribute ratings. The results of this study indicate that two most important dimensions that are effective on consumer evaluations of shampoo brands are found to be brand affect and brand Trust & Customer Services

References

  • Aaker, D. and V.Kumar, G.S. Day. (2000). Marketing Research. 7th Edition.
  • USA: JohnWiley & Sons, Inc.
  • Altuna, Oylum K. (2010). Positioning of Large Shopping Malls According To The Consumers’ Perceptions, P.h.D. Unpublished Dissertation Study, Marmara University Institute of Social Sciences.
  • Ansari, Asim, Nicholas Economides and Ajivit Ghosh, (1994), Competitive Positioning in Markets with Ununiform Preferences”, Marketing Science, Vol.13, No:3, Summer, pp.248-273.
  • Arora, Raj, (2006), “Product Positioning Based on Search, Experience and Credence Attributes Using Conjoint Analysis” Journal of Product and Brand Management, Vol:15, No:5, pp.285-292.
  • Arslan, Fatma Müge; Asuman Yalçın and F. Çakır, (2001), “Comparison Of Discriminant Analysis And Multi-Dimensional Scaling Techniques Used In Determining The Position Of Internet Service Providers In The Turkish Market”, 8th Recent Advances in Retailing and Services Science Conference, June 16-19, 2001,Vancouver, Canada.
  • Bhat, Subodh and Srinivas, K. Reddy, (1998), “Symbolic and Functional Positioning of Brands”, Journal of Product and Brand Management, Vol.15, No:1, pp.32-43.
  • Blankson, Charles (2004), “Positioning Strategies and Incidence of Congruence of two UK store card brands” Journal of Product and Brand Management, Vol.13, N:5, pp.315-328.
  • Blankson, Charles and Stavros P. Kalafatis, (2007), “Positioning Strategies of International and Multicultural-oriented Service Brands”, Journal of Services Marketing, Vol.21, No:6, pp.435-450.
  • Brooksbank, Roger, (1994), “The Anatomy of Marketing Positioning Strategy”, Marketing Intelligence and Plannig, Vol.12, No:4, pp.10-14.
  • Edition, Prentice Hall, Inc., New Jersey, USA.
  • George, D. Ve P. Mallery. (2001). Spss For Wındows Step By Step, A Sımple
  • Guıde and Reference, 3rd edition. USA: Allyn & Bacon.
  • Ghoderwar, Bhimrao (2008), “Building Brand Identity in Competitive Markets: A Conceptual Model”, Journal of Product and Brand Management, Vol.17, No:1, pp.4-12.
  • Gwin, Garol F. and Carl R. Gwin, (2003), “ Product Attributes Model: A Tool for Evaluating Brand Positioning”, Journal of Marketing THEORY and PRACTICE, Spring, pp.30-42.
  • Hartman, Patrick; Vanessa Apoalaza Ibanez and F. Javier Forcada Sainz, (2005), “Green Branding Effects on Attitude: Functional versus Emotional positioning Strategies” Marketing Intelligence and Planning,Vol. 23, No:1, pp.9-29.
  • Jahangır, N., Parvez, N.(2009), "The Relationship Between Brand Affect, Brand
  • Quality, and Customers' Brand Extenstion Attitute: Exploring the Mediating Role
  • of Customer Loyalty", The Cambodian Management Journal, Vol.1, No.1, pp. 20- 34.
  • Lee, Cheng-Wen and Chi-Shun Liao, (2009), “The effects of Consumer Preferences and Perceptions of Chinese Tea Beverages on Brand Positioning Strategies”, British Food Journal, Vol.111, No:1, pp.80-96.
  • Malhotra, Naresh K. (1999). Marketing Research An Applied Orientation, 3.
  • Myres, J.H. (1996). Segmentation and Positioning for Strategic Marketing
  • Decisions. Chicago: American Marketing Association.
  • Nunnally, Jum. (1979). Psychometric Theory, New York: McGraw Hill.
  • Sheinin, Daniel A., (1998), “Positioning Brand Extensions: Implications for Beliefs and Attitudes”, Journal of Product and Brand Management, Vol.7, No.2, 137-149.
Year 2011, Volume: 3 Issue: 2, 193 - 208, 01.12.2011

Abstract

References

  • Aaker, D. and V.Kumar, G.S. Day. (2000). Marketing Research. 7th Edition.
  • USA: JohnWiley & Sons, Inc.
  • Altuna, Oylum K. (2010). Positioning of Large Shopping Malls According To The Consumers’ Perceptions, P.h.D. Unpublished Dissertation Study, Marmara University Institute of Social Sciences.
  • Ansari, Asim, Nicholas Economides and Ajivit Ghosh, (1994), Competitive Positioning in Markets with Ununiform Preferences”, Marketing Science, Vol.13, No:3, Summer, pp.248-273.
  • Arora, Raj, (2006), “Product Positioning Based on Search, Experience and Credence Attributes Using Conjoint Analysis” Journal of Product and Brand Management, Vol:15, No:5, pp.285-292.
  • Arslan, Fatma Müge; Asuman Yalçın and F. Çakır, (2001), “Comparison Of Discriminant Analysis And Multi-Dimensional Scaling Techniques Used In Determining The Position Of Internet Service Providers In The Turkish Market”, 8th Recent Advances in Retailing and Services Science Conference, June 16-19, 2001,Vancouver, Canada.
  • Bhat, Subodh and Srinivas, K. Reddy, (1998), “Symbolic and Functional Positioning of Brands”, Journal of Product and Brand Management, Vol.15, No:1, pp.32-43.
  • Blankson, Charles (2004), “Positioning Strategies and Incidence of Congruence of two UK store card brands” Journal of Product and Brand Management, Vol.13, N:5, pp.315-328.
  • Blankson, Charles and Stavros P. Kalafatis, (2007), “Positioning Strategies of International and Multicultural-oriented Service Brands”, Journal of Services Marketing, Vol.21, No:6, pp.435-450.
  • Brooksbank, Roger, (1994), “The Anatomy of Marketing Positioning Strategy”, Marketing Intelligence and Plannig, Vol.12, No:4, pp.10-14.
  • Edition, Prentice Hall, Inc., New Jersey, USA.
  • George, D. Ve P. Mallery. (2001). Spss For Wındows Step By Step, A Sımple
  • Guıde and Reference, 3rd edition. USA: Allyn & Bacon.
  • Ghoderwar, Bhimrao (2008), “Building Brand Identity in Competitive Markets: A Conceptual Model”, Journal of Product and Brand Management, Vol.17, No:1, pp.4-12.
  • Gwin, Garol F. and Carl R. Gwin, (2003), “ Product Attributes Model: A Tool for Evaluating Brand Positioning”, Journal of Marketing THEORY and PRACTICE, Spring, pp.30-42.
  • Hartman, Patrick; Vanessa Apoalaza Ibanez and F. Javier Forcada Sainz, (2005), “Green Branding Effects on Attitude: Functional versus Emotional positioning Strategies” Marketing Intelligence and Planning,Vol. 23, No:1, pp.9-29.
  • Jahangır, N., Parvez, N.(2009), "The Relationship Between Brand Affect, Brand
  • Quality, and Customers' Brand Extenstion Attitute: Exploring the Mediating Role
  • of Customer Loyalty", The Cambodian Management Journal, Vol.1, No.1, pp. 20- 34.
  • Lee, Cheng-Wen and Chi-Shun Liao, (2009), “The effects of Consumer Preferences and Perceptions of Chinese Tea Beverages on Brand Positioning Strategies”, British Food Journal, Vol.111, No:1, pp.80-96.
  • Malhotra, Naresh K. (1999). Marketing Research An Applied Orientation, 3.
  • Myres, J.H. (1996). Segmentation and Positioning for Strategic Marketing
  • Decisions. Chicago: American Marketing Association.
  • Nunnally, Jum. (1979). Psychometric Theory, New York: McGraw Hill.
  • Sheinin, Daniel A., (1998), “Positioning Brand Extensions: Implications for Beliefs and Attitudes”, Journal of Product and Brand Management, Vol.7, No.2, 137-149.
There are 25 citations in total.

Details

Other ID JA45JY73VT
Journal Section Articles
Authors

Faruk Anıl Konuk This is me

Oylum Korkut Altuna This is me

Publication Date December 1, 2011
Published in Issue Year 2011 Volume: 3 Issue: 2

Cite

APA Konuk, F. A., & Korkut Altuna, O. (2011). BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. International Journal of Social Sciences and Humanity Studies, 3(2), 193-208.
AMA Konuk FA, Korkut Altuna O. BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. IJ-SSHS. December 2011;3(2):193-208.
Chicago Konuk, Faruk Anıl, and Oylum Korkut Altuna. “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”. International Journal of Social Sciences and Humanity Studies 3, no. 2 (December 2011): 193-208.
EndNote Konuk FA, Korkut Altuna O (December 1, 2011) BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. International Journal of Social Sciences and Humanity Studies 3 2 193–208.
IEEE F. A. Konuk and O. Korkut Altuna, “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”, IJ-SSHS, vol. 3, no. 2, pp. 193–208, 2011.
ISNAD Konuk, Faruk Anıl - Korkut Altuna, Oylum. “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”. International Journal of Social Sciences and Humanity Studies 3/2 (December 2011), 193-208.
JAMA Konuk FA, Korkut Altuna O. BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. IJ-SSHS. 2011;3:193–208.
MLA Konuk, Faruk Anıl and Oylum Korkut Altuna. “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”. International Journal of Social Sciences and Humanity Studies, vol. 3, no. 2, 2011, pp. 193-08.
Vancouver Konuk FA, Korkut Altuna O. BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. IJ-SSHS. 2011;3(2):193-208.