Why are there cross-national differences in response to comparative advertising? : some mediators
Soojung Kim, Se-Hoon Jeong and Yoori Hwang
| Year of publication: |
September 2018
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|---|---|
| Authors: | Kim, Soojung ; Jeong, Se-Hoon ; Hwang, Yoori |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 6, p. 569-587
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| Subject: | Comparative advertising | cross-national | perceived informativeness | perceived assertiveness | perceived considerateness | claim believability | Vergleich | Comparison | Vergleichende Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1135180 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011914751