Comparative advertising : citing or not the leading brand and its price
Year of publication: |
2013
|
---|---|
Authors: | Dianoux, Christian ; Herrmann, Jean-Luc ; Zeitoun, Helen |
Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 30.2013, 4, p. 345-354
|
Subject: | Comparative advertising | Brand "X" | Leading brand | Brand information processing | Advertising | Brands | Brand management | Consumer behaviour | France | Markenführung | Konsumentenverhalten | Werbewirkung | Advertising effects | Markenartikel | Brand | Vergleichende Werbung | Frankreich | Markenimage | Brand image | Werbung |
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