PT  - JOURNAL ARTICLE
AU  - Mark Uncles
AU  - Rachel Kennedy
AU  - Magda Nenycz-Thiel
AU  - Jaywant Singh
AU  - Simon Kwok
TI  - In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ
AID  - 10.2501/JAR-52-2-252-261
DP  - 2012 Jun 01
TA  - Journal of Advertising Research
PG  - 252--261
VI  - 52
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/52/2/252.short
4100  - http://www.journalofadvertisingresearch.com/content/52/2/252.full
SO  - J Advert Res2012 Jun 01; 52
AB  - 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; anddiscuss 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.