@article {McCarthy163, author = {Michael McCarthy and Gillian Oakenfull}, title = {Standing Out from the Crowd}, volume = {54}, number = {2}, pages = {163--177}, year = {2014}, doi = {10.2501/JAR-54-2-163-177}, publisher = {Journal of Advertising Research}, abstract = {This study explores Caucus, a research methodology specifically designed to elicit the key brand associations that drive product differentiation and brand positioning in product categories characterized by many competitor brands{\textemdash}each having a relatively low market share. It begins with an overview of this methodology, contrasting it with two existing brand-association elicitation methodologies. Next, a step-by-step procedure is outlined for executing a comprehensive Caucus study. Then, the procedure and findings of an illustrative Caucus study are presented. Finally, the implications of Caucus for future brand-association research are discussed.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/54/2/163}, eprint = {https://www.journalofadvertisingresearch.com/content/54/2/163.full.pdf}, journal = {Journal of Advertising Research} }