When research shows that Burberry and Ferragamo are perceived as the most similar by consumers while Coach and Dior are the farthest apart, researchers can interpret the results to show which brands are in direct competition.

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This is true because when two brands are perceived as the most similar by consumers, it suggests that these brands are direct competitors as they are offering similar products and targeting similar consumers. On the other hand, when two brands are perceived as the farthest apart, it suggests that these brands are not direct competitors and are offering different products to different target markets.

When Research Shows That Burberry and Ferragamo Are Perceived as the Most