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               Malhotra, N. K. (2012). Basic Marketing Research Integration of Social Media. 4  ed. United States of America: Pearson
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               Mustafa, S. R. (2010). P15 Effectiveness of Brand Endorsement With Respect to Product Life Cycle. In Annual International
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               Navickas, V., & Malakauskaite, A. (2009). The possibilities for the identification and evaluation of tourism sector
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               Punj, G., & Moon, J. (2002). Positioning options for achieving brand association: a psychological categorization
               framework. Journal of Business research, 55(4), 275-283.

               Randhawa, K., & Scerri, M. (2015). Service innovation: A review of the literature. The handbook of service innovation, 27-
               51.

               Renani, E. S. M., Aghdaie, S. F. A., Shafiee, M. M., & Ansari, A. (2020). Developing a scale for brand competitive positioning:
               a study in the home appliance industry. Journal of Modelling in Management.

               Ries, Al and Trout, Jack. (1986). Positioning: The Battle of Your Mind. New York: McGraw Hill

               Rindfleish, J. M.  (2003). Segment profiling: reducing strategic risk in  higher education  management.  Journal of  Higher
               Education Policy and Management, 25(2), 147–159.

               Saqib, N. (2020). Positioning–a literature review. PSU Research Review.
               Sengupta, Subroto. (1997). Brand Positioning. New Delhi: McGraw Hill

               Storey, C., & Kahn, K. B. (2010). The role of knowledge management strategies and task knowledge in stimulating service
               innovation. Journal of service research, 13(4), 397-410.

               Tsaur, S. H., T. Y. Chang, and C. H. Yen. 2002. “The Evaluation of Airline Service Quality by Fuzzy MCDM.” Tourism
               Management 23 (2): 107–115

               Wedel,  M.,  &  DeSarbo,  W.  S.  (2002).  Market  segment  derivation  and  profiling  via  a  finite  mixture  model
               framework. Marketing Letters, 13(1), 17-25.

               Weun, S., S. E. Beatty, and M. A. Jones. 2004. “The Impact of Service Failure Severity on Service Recovery Evaluations and
               Post-Recovery Relationships.” Journal of Services Marketing 18 (2): 133–146.







































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