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In 25 years, across 50 categories, user profiles for directly competing brands seldom differ

In 25 years, across 50 categories, user profiles for directly competing brands seldom differ
In 25 years, across 50 categories, user profiles for directly competing brands seldom differ
It has been claimed that the user profiles of directly competing brands seldom differ. This surprises many in marketing, leading to some doubts about the validity of the claim. In the empirical generalization tradition, the authors:

re-examine the previous claim using newer data;

consider the scope of the claim in terms of brands in emerging markets, private labels, variants, and composite segments; and

discuss potential boundary conditions.

Despite attempts by marketers to differentiate brands and provide customized features for distinct target audiences, the evidence of the current study confirms that user profiles of directly competing brands seldom differ.
0021-8499
252-261
Uncles, Mark
05690cdd-8325-4884-b3b1-a21c6ba220ae
Kennedy, Rachel
a7ff463a-7ab9-4f08-b943-f52c3743282c
Nenycz-Thiel, Magda
4b8f83d7-d561-4b59-8e56-9f7b8480a025
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Kwok, Simon
faba4477-6398-4a6b-a522-e42622967d5a
Uncles, Mark
05690cdd-8325-4884-b3b1-a21c6ba220ae
Kennedy, Rachel
a7ff463a-7ab9-4f08-b943-f52c3743282c
Nenycz-Thiel, Magda
4b8f83d7-d561-4b59-8e56-9f7b8480a025
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Kwok, Simon
faba4477-6398-4a6b-a522-e42622967d5a

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. Journal of Advertising Research, 52 (2), 252-261. (doi:10.2501/JAR-52-2-252-261).

Record type: Article

Abstract

It has been claimed that the user profiles of directly competing brands seldom differ. This surprises many in marketing, leading to some doubts about the validity of the claim. In the empirical generalization tradition, the authors:

re-examine the previous claim using newer data;

consider the scope of the claim in terms of brands in emerging markets, private labels, variants, and composite segments; and

discuss potential boundary conditions.

Despite attempts by marketers to differentiate brands and provide customized features for distinct target audiences, the evidence of the current study confirms that user profiles of directly competing brands seldom differ.

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More information

Published date: June 2012

Identifiers

Local EPrints ID: 435881
URI: http://eprints.soton.ac.uk/id/eprint/435881
ISSN: 0021-8499
PURE UUID: 7dd39a6a-b0bd-4ef6-b849-58db1b36a1e7
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

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Date deposited: 22 Nov 2019 17:30
Last modified: 10 Dec 2019 01:20

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Contributors

Author: Mark Uncles
Author: Rachel Kennedy
Author: Magda Nenycz-Thiel
Author: Jaywant Singh ORCID iD
Author: Simon Kwok

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