Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Chanthika Pornpitakpan and Yizhou Yuan (Faculty of Business Administration, University of Macau, Macau, China)
| Year of publication: |
2015
|
|---|---|
| Authors: | Pornpitakpan, Chanthika ; Yuan, Yizhou |
| Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 27.2015, 4, p. 535-558
|
| Subject: | Ad claims | Category substitution | Comparative advertising | Perceived similarity | Schema congruity | Konsumentenverhalten | Consumer behaviour | Vergleichende Werbung | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | Werbung | Advertising | Markenartikel | Brand | Vergleich | Comparison |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-05-2014-0086 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011456449