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Assessing brand positioning : to combine or to separate positive and negative attributes?

Reykjavik University
Publication Date
  • School Of Hospitality Tourism And Marketing
  • 1504 Services


Often when assessing brand positions in a market, both positive and negative attributes are included. Recent examination of the underlying patterns of consumer responses to negative attributes has found them to differ from positive attributes. Here the impact of these differing underlying patterns on interpreting brand positions is examined. Using Correspondence Analysis based perceptual mapping this exploratory study finds that the inclusion of negative attributes into a positioning map that already contains positive attributes can lead to a change in the interpretation of the brand’s position in the market.

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