Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance
Year of publication: |
2009
|
---|---|
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
|
Subject: | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Vergleichende Werbung | Comparative advertising | Werbepsychologie | Psychology of advertising |
-
Wu, Linwan, (2019)
-
Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan, Chanthika, (2015)
-
Consumers' evaluation of ad-brand congruity in comparative advertising
Nagar, Komal, (2015)
- More ...
-
Yagci, Mehmet I., (2009)
-
Yagci, Mehmet I., (2009)
-
Yagci, Mehmet I., (2009)
- More ...