A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning

The paper proposes a conceptual framework of brand positioning from a product portfolio view and studies its mechanism as an information communication mechanism that guides consumers’ search decisions.

• 저널Marketing Science · 42(6) · 1101–1124
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1287/mksc.2022.1424
• 저자T. Tony Ke, Jiwoong Shin, Jungju Yu