The effectiveness of comparative versus non-comparative advertising : do "strictly" comparative ads hurt credibility of non-professional service brands?
Fred Beard
| Year of publication: |
2015
|
|---|---|
| Authors: | Beard, Fred |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 3, p. 296-306
|
| Subject: | Dienstleistungsmarketing | Services marketing | Vergleichende Werbung | Comparative advertising | Werbewirkung | Advertising effects | Printwerbung | Print advertising | USA | United States |
| 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/10011397063