Perceived Brand parity: critiques on Muncy's scale
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 4, Issue 8
Abstract
Today, markets became ultra-competitive markets so that researchers shown that consumers are seeing products as similar to each others. In the marketing literature, this situation is called brand parity that it is very important to investigate but unfortunately, very little research has been done in this area. It is true that Muncy's scale of Perceived Brand Parity is only parity scale in the field of marketing but certainly is not the most perfect scale therefore in the paper; the researchers intend to criticize Muncy's scale based on issues marketing and methodology so thereby demonstrate to need for developing a more complete scale.
Authors and Affiliations
Mohammad Ali Abdolvand| Department of Business Management, Science &Research Branch, Mohammad Javad Taghipourian*| Islamic Azad University (I.A.U), Tehran, IRAN, jpouryan@gmail.com
Keywords
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