Appendix 1. Positioning Map 2. Attributes Needs Feelings Comfortable Comfort Elite Stylish Safety Happy Functional Reliability Satisfied Flexible Functionality Safe Innovative Style Stylish Cutting Edge Effective Safe Means-end Chain Diagram Reliable Effective 3. MRI Mediamark Exhibit 4. VALS Survey
Appendix 1. Positioning Map 2. Means-end Chain Diagram Attributes Comfortable Stylish Functional Flexible Innovative Cutting Edge Safe Reliable Effective Needs Comfort Safety Reliability Functionality Style Effective Feelings Elite Happy Satisfied Safe Stylish 3. MRI Mediamark Exhibit 4. VALS Survey
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