Comparative advertising for goods versus services : effects of different types of product attributes through consumer reactance and activation on consumer response
Silke Bambauer-Sachse, Priska Heinzle
| Year of publication: |
September 2018
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|---|---|
| Authors: | Bambauer-Sachse, Silke ; Heinzle, Priska |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 44.2018, p. 82-90
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| Subject: | Comparative advertising | Product attributes | Goods | Services | Psychological reactance | Activation | Konsumentenverhalten | Consumer behaviour | Vergleichende Werbung | Werbewirkung | Advertising effects | Werbung | Advertising | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2018.05.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011904328