Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance
Year of publication: |
2009
|
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Authors: | Yagci, Mehmet I. ; Biswas, Abhijit ; Dutta, Sujay |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 62.2009, 8, p. 768-774
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Subject: | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Vergleichende Werbung | Comparative advertising | Werbepsychologie | Psychology of advertising |
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