Journal•ISSN: 0021-8499
Journal of Advertising Research
Advertising Research Foundation
About: Journal of Advertising Research is an academic journal published by Advertising Research Foundation. The journal publishes majorly in the area(s): Advertising research & Advertising campaign. It has an ISSN identifier of 0021-8499. Over the lifetime, 1389 publications have been published receiving 94253 citations. The journal is also known as: JAR.
Topics: Advertising research, Advertising campaign, Online advertising, Advertising account executive, Brand awareness
Papers published on a yearly basis
Papers
More filters
7,226 citations
TL;DR: The focus of this article is on detailing the specifics of the in-depth interviewing and analysis methodology, termed “laddering”, for uncovering means-end hierarchies defined by these key elements and their linkages or connections.
Abstract: Personal values research in marketing has recently received a substantial amount
of attention from both academics and practitioners. This more in-depth profiling
of the consumer and his or her relationship to products offers potential not only
for understanding the “cognitive” positionings of current products but also
permits the development of positioning strategies for new products. Endorsing
this more psychological view of the marketplace, Sheth (1983) suggested that to
be competitive in marketing products in the 1980s, both researchers and
management are going to have to, if they have not already, adopt this consumerbased orientation rather than one that merely focuses on product characteristics.
1,811 citations
Journal Article•
1,178 citations
Journal Article•
1,056 citations