In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ
研究验证了直接竞争品牌的用户画像很少不同的论断，使用新数据并扩展了范围，包括新兴市场、自有品牌等，对营销人员有重要启示。
<h3>ABSTRACT</h3> 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; and discuss 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.