Does explicit comparative advertising affect Indian consumers' attitudes towards low and high-involvement product?
Varsha Jain, Rohit Trivedi, Vikrant Joshi and Aarzoo Daswani
| Year of publication: |
2015
|
|---|---|
| Authors: | Jain, Varsha ; Trivedi, Rohit ; Joshi, Vikrant ; Daswani, Aarzoo |
| Published in: |
International journal of emerging markets. - Bingley : Emerald, ISSN 1746-8809, ZDB-ID 2257280-6. - Vol. 10.2015, 1, p. 122-140
|
| Subject: | India | Youth | Advertising and marketing | Indien | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Vergleichende Werbung | Comparative advertising | Jugendliche |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011348532