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Positioning models in marketing: Toward a normative-integrated model

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Abstract

In this paper we argue that the optimal use of positioning models employed in marketing communication (e.g., multiattribute attitude models, self-image congruence models) is a function of situational factors such as product utilitarianism and product value-expressiveness. A normative model is introduced to show how positioning models can be used effectively.

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Authors and Affiliations

  1. California State University, San Bernardino

    J. S. Johar

  2. Virginia Polytechnic Institute and State University, USA

    M. Joseph Sirgy

Authors
  1. J. S. Johar
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  2. M. Joseph Sirgy
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Johar, J.S., Joseph Sirgy, M. Positioning models in marketing: Toward a normative-integrated model. J Bus Psychol 3, 475–485 (1989). https://doi.org/10.1007/BF01020715

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  • DOI: https://doi.org/10.1007/BF01020715

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