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Journal ArticleOPEN ACCESS

Deconstructing automobile messaging: Clues to brand strategy

  • Moskowitz H
  • Itty B
  • Fink C
  • et al.
Journal of Database Marketing & Customer Strategy Management (2003) 10(3) 200-218
DOI: 10.1057/palgrave.jdm.3240110
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Abstract

Examines the messages conveyed by six different automobile models in order to identify the type of strategy adopted by the manufacturer of each model. Relative importance of different elements as acceptance drivers using conjoint analysis; Overview of messaging as a key to understanding the brand; Problem regarding direct applicability and consumer segmentation.

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APA

Moskowitz, H., Itty, B., Fink, C., & Ewald, J. (2003). Deconstructing automobile messaging: Clues to brand strategy. Journal of Database Marketing & Customer Strategy Management, 10(3), 200–218. https://doi.org/10.1057/palgrave.jdm.3240110

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