How brand attribute typicality and consumer commitment moderate the influence of comparative advertising
Year of publication: |
2008
|
---|---|
Authors: | Pillai, Kishore Gopalakrishna ; Goldsmith, Ronald E. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 61.2008, 9, p. 933-941
|
Subject: | Markenimage | Brand image | Vergleichende Werbung | Comparative advertising | Marktanteil | Market share |
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