In 25 years, across 50 categories, user profiles for directly competing brands seldom differ: affirming Andrew Ehrenberg’s principles

Uncles, Mark, Kennedy, Rachel, Nenycz-Thiel, Magda, Singh, Jaywant and Kwok, Simon (2012) In 25 years, across 50 categories, user profiles for directly competing brands seldom differ: affirming Andrew Ehrenberg’s principles. Journal of Advertising Research, 52(2), pp. 252-261. ISSN (print) 0021-8499

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Item Type: Article
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Depositing User: Jaywant Singh
Date Deposited: 26 Apr 2012 11:18
Last Modified: 13 Aug 2012 08:24
URI: http://eprints.kingston.ac.uk/id/eprint/22786

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