%0 Journal Article
%T A brand¡¯s eye view of correspondence analysis
%A Jake Hoare
%A Tim Bock
%J International Journal of Market Research
%@ 2515-2173
%D 2019
%R 10.1177/1470785318801480
%X Correspondence analysis is widely used to create brand maps, which show the positioning of brands with respect to perceptual attributes. When the user of a map is principally concerned with only one brand, correspondence analysis should be rotated to better represent the data as it relates to that brand. An example is presented using brand personality
%K brand mapping
%K brand personality
%K correspondence analysis
%K market map
%K market positioning
%U https://journals.sagepub.com/doi/full/10.1177/1470785318801480