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Konsumentenverhalten
Vergleichende Werbung
156
Comparative advertising
140
Werbewirkung
62
Advertising effects
57
Advertising
47
Werbung
47
Deutschland
42
Consumer behaviour
36
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28
comparative advertising
24
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21
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21
Theorie
19
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19
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18
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18
Brand image
12
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12
Comparison
12
Markenimage
12
Vergleich
12
Advertising regulation
11
Markenführung
11
Werbebeschränkung
11
Wettbewerbsrecht
10
Comparative Advertising
8
Welfare analysis
8
Wohlfahrtsanalyse
8
Competition law
7
Product quality
7
Produktqualität
7
Signalling
7
Costs
6
India
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Indien
6
Kosten
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6
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6
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Heinzle, Priska
3
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2
Eschweiler, Maurice
2
Jewell, Robert D.
2
Wen, Taylor Jing
2
Wu, Linwan
2
Banerjee, Bibek
1
Barone, Michael J.
1
Bei, Lien-ti
1
Biswas, Abhijit
1
Blower, Kyra
1
Busacca, Bruno
1
Chakrabarty, Patrali
1
Chakraborty, Archishman
1
Chang, En Chi
1
Chen, Tsai
1
Chien, Wei-Chun
1
Choi, Jungsil
1
Chu, Chia-hsien
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Chung, Christina
1
Clement, Jesper
1
Daswani, Aarzoo
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Hwang, Yoori
1
Jain, Shailendra Pratap
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1
Jeong, Se-Hoon
1
Joshi, Vikrant
1
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Journal of business research : JBR
3
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
2
Journal of marketing communications
2
Journal of promotion management : JPM
2
Asia Pacific journal of marketing and logistics
1
Cracking the code : leveraging consumer psychology to drive profitability
1
European research studies
1
Europäisches Wirtschafts- und Steuerrecht : EWS ; Betriebs-Berater Europa
1
International journal of advertising : the review of marketing communications
1
International journal of emerging markets
1
Jena research papers in business and economics : working and discussion paper series School of Economics and Business Administration Friedrich Schiller University Jena
1
Journal of advertising : official publication of the American Academy of Advertising
1
Journal of business and psychology
1
Journal of consumer behaviour : an international research review
1
Journal of current issues and research in advertising : JCIRA
1
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
1
Journal of international consumer marketing
1
Journal of promotion management : innovations in planning and applied research
1
Journal of retailing and consumer services
1
Marketing intelligence & planning
1
Marketing letters : a journal of research in marketing
1
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
1
Qualitative market research : an international journal
1
Schriftenreihe Unternehmensführung und Marketing
1
SpringerLink / Bücher
1
The journal of consumer marketing
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
1
Unternehmensführung und Marketing
1
Working paper / Indian Institute of Management, Ahmedabad
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ECONIS (ZBW)
35
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1
The effects of brand positioning (underdog vs top dog) and comparative advertising
Lee, Hsiang-Ming
;
Hsu, Ya-Hui
;
Chen, Tsai
;
Lo, Wei-Yuan
; …
- In:
Marketing intelligence & planning
42
(
2024
)
3
,
pp. 459-480
Persistent link: https://www.econbiz.de/10015056880
Saved in:
2
A practical analysis of comparative advertising
Woźna-Burdziak, Weronika
- In:
European research studies
24
(
2021
)
4B
,
pp. 1019-1028
Persistent link: https://www.econbiz.de/10012806250
Saved in:
3
Positive versus negative comparison in advertisements : the affect priming perspective
Wu, Linwan
;
Wen, Taylor Jing
- In:
Journal of promotion management : innovations in …
25
(
2019
)
7
,
pp. 1009-1027
Persistent link: https://www.econbiz.de/10012179087
Saved in:
4
Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements
Wu, Linwan
;
Wen, Taylor Jing
- In:
International journal of advertising : the review of …
38
(
2019
)
2
,
pp. 296-315
Persistent link: https://www.econbiz.de/10012200244
Saved in:
5
The effects of comparative advertising on young consumers’ perceptions : cross-cultural comparison between the United States and Taiwan
Muk, Alexander
;
Chung, Christina
;
Chang, En Chi
- In:
Journal of promotion management : JPM
23
(
2017
)
1
,
pp. 100-122
Persistent link: https://www.econbiz.de/10011729468
Saved in:
6
The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domest...
Neese, William T.
;
Foxx, William
;
Eppler, Dianne B.
- In:
Journal of global scholars of marketing science : …
29
(
2019
)
1
,
pp. 114-128
Persistent link: https://www.econbiz.de/10012257887
Saved in:
7
Vergleichende Werbung : Effekte der Konkretheit des Vergleichs und verschiedener Produktmerkmale als Vergleichsbasis auf Konsumentenreaktionen : eine empirische Analyse
Heinzle, Priska
-
2019
Persistent link: https://www.econbiz.de/10012170899
Saved in:
8
Persuasive puffery
Chakraborty, Archishman
;
Harbaugh, Rick
- In:
Marketing science : the marketing journal of the …
33
(
2014
)
3
,
pp. 382-400
Persistent link: https://www.econbiz.de/10010370709
Saved in:
9
Pointing out differences : consumer evaluations of comparative information across product types
Pant, Anurag
;
Hsieh, Yi-ching
;
Lee, Monle
;
Shen, Chung-han
- In:
Journal of promotion management : JPM
20
(
2014
)
3
,
pp. 390-409
Persistent link: https://www.econbiz.de/10010399894
Saved in:
10
Comparative advertising for goods versus services : effects of different types of product attributes through consumer reactance and activation on consumer response
Bambauer-Sachse, Silke
;
Heinzle, Priska
- In:
Journal of retailing and consumer services
44
(
2018
),
pp. 82-90
Persistent link: https://www.econbiz.de/10011904328
Saved in:
11
Why are there cross-national differences in response to comparative advertising? : some mediators
Kim, Soojung
;
Jeong, Se-Hoon
;
Hwang, Yoori
- In:
Journal of marketing communications
24
(
2018
)
6
,
pp. 569-587
Persistent link: https://www.econbiz.de/10011914751
Saved in:
12
The impact of competitiveness on consumer responses to comparative advertisements
Yucel-Aybat, Ozge
;
Kramer, Thomas
- In:
Journal of advertising : official publication of the …
47
(
2018
)
2
,
pp. 198-212
Persistent link: https://www.econbiz.de/10011876125
Saved in:
13
Comparative advertising : effects of concreteness and claim substantiation through reactance and activation on purchase intentions
Bambauer-Sachse, Silke
;
Heinzle, Priska
- In:
Journal of business research : JBR
84
(
2018
),
pp. 233-242
Persistent link: https://www.econbiz.de/10011802926
Saved in:
14
Comparative Advertisement and Infringement of Trademarks : A Perspective from Consumers
Sharma, Apoorva
-
2011
The last half of the past century has seen the rise in marketing strategy and the importance of advertisement as a necessary tool to sell products. Companies are ready to go to any length to make their product reach out to public in big way. From using a pug to having alien-like dressed people...
Persistent link: https://www.econbiz.de/10014043019
Saved in:
15
Consumers' evaluation of ad-brand congruity in comparative advertising
Nagar, Komal
- In:
Journal of international consumer marketing
27
(
2015
)
3
,
pp. 253-276
Persistent link: https://www.econbiz.de/10011306308
Saved in:
16
Does explicit comparative advertising affect Indian consumers' attitudes towards low and high-involvement product?
Jain, Varsha
;
Trivedi, Rohit
;
Joshi, Vikrant
;
Daswani, …
- In:
International journal of emerging markets
10
(
2015
)
1
,
pp. 122-140
Persistent link: https://www.econbiz.de/10011348532
Saved in:
17
Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan, Chanthika
;
Yuan, Yizhou
- In:
Asia Pacific journal of marketing and logistics
27
(
2015
)
4
,
pp. 535-558
Persistent link: https://www.econbiz.de/10011456449
Saved in:
18
Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.
;
Saenger, Christina
- In:
Journal of business research : JBR
67
(
2014
)
7
,
pp. 1559-1566
Persistent link: https://www.econbiz.de/10010379270
Saved in:
19
Consumers' responses to positive and negative comparative advertisements : the moderating effect of current brand usage
Muehling, Darrel D.
;
Laczniak, Russell N.
;
Ehrich, …
- In:
Journal of current issues and research in advertising : …
34
(
2013
)
2
,
pp. 229-246
Persistent link: https://www.econbiz.de/10009770222
Saved in:
20
Comparative advertising : citing or not the leading brand and its price
Dianoux, Christian
;
Herrmann, Jean-Luc
;
Zeitoun, Helen
- In:
The journal of consumer marketing
30
(
2013
)
4
,
pp. 345-354
Persistent link: https://www.econbiz.de/10009788904
Saved in:
21
Direct or indirect comparative ads : the moderating role of information processing modes
Kalro, Arti D.
;
Sivakumaran, Bharadhwaj
;
Marathe, Rahul R.
- In:
Journal of consumer behaviour : an international …
12
(
2013
)
2
,
pp. 133-147
Persistent link: https://www.econbiz.de/10009738780
Saved in:
22
Framework for understanding misleading information in daily shopping
Clement, Jesper
;
Skovgaard Andersen, Mette
;
O'Doherty …
- In:
Qualitative market research : an international journal
15
(
2012
)
2
,
pp. 110-127
Persistent link: https://www.econbiz.de/10009548846
Saved in:
23
The effect of product positioning in a comparison table on consumers' evaluation of a sponsor
Choi, Jungsil
;
Myer, Duane W.
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 367-380
Persistent link: https://www.econbiz.de/10009530694
Saved in:
24
How category advertising norms and consumer counter-conformity influence comparative advertising effectiveness
Barone, Michael J.
;
Jewell, Robert D.
- In:
Journal of consumer psychology : JCP : the official …
22
(
2012
)
4
,
pp. 496-506
Persistent link: https://www.econbiz.de/10009682424
Saved in:
25
Comparative advertising research : a review and research agenda
Hsieh, Meng-hua
;
Blower, Kyra
;
Li, Xingbo
;
Jain, …
- In:
Cracking the code : leveraging consumer psychology to …
,
(pp. 132-158)
.
2012
Persistent link: https://www.econbiz.de/10009349525
Saved in:
26
Positioning brand extensions in comparative advertising : an assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge
Bei, Lien-ti
;
Chu, Chia-hsien
;
Shen, Yung-cheng
- In:
Journal of marketing communications
17
(
2011
)
4
,
pp. 229-244
Persistent link: https://www.econbiz.de/10009373366
Saved in:
27
The effect of comparative advertising on consumer perceptions : similarity or differentiation?
Soscia, Isabella
;
Girolamo, Simona
;
Busacca, Bruno
- In:
Journal of business and psychology
25
(
2010
)
1
,
pp. 109-118
Persistent link: https://www.econbiz.de/10003955856
Saved in:
28
Structural comparison and consumer choice
Markman, Arthur B.
;
Loewenstein, Jeffrey
- In:
Journal of consumer psychology : JCP : the official …
20
(
2010
)
2
,
pp. 126-137
Persistent link: https://www.econbiz.de/10003981557
Saved in:
29
An eye for an eye : impact of sequelization and comparison in advertisements on consumer's perception of brands
Chakrabarty, Patrali
;
Banerjee, Bibek
-
2010
In this paper we demonstrate that the positive effects of comparative advertising are significantly diluted when a compared-to brand retaliates. Retaliation introduces sequencing in advertisements. We therefore evaluate sequelized advertisements (both comparative and noncomparative) alongside...
Persistent link: https://www.econbiz.de/10008660414
Saved in:
30
Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance
Yagci, Mehmet I.
;
Biswas, Abhijit
;
Dutta, Sujay
- In:
Journal of business research : JBR
62
(
2009
)
8
,
pp. 768-774
Persistent link: https://www.econbiz.de/10003861041
Saved in:
31
Vergleichende Werbung - Wirkung, Gestaltung und Rahmenbedingungen
Riefler, Petra
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
55
(
2009
)
1
,
pp. 50-57
Persistent link: https://www.econbiz.de/10003819801
Saved in:
32
The impact of evaluation context on attribute processing and attitude formation : the example of comparative advertising
Helm, Roland
;
Szelig, Antonia
-
2009
Persistent link: https://www.econbiz.de/10003844159
Saved in:
33
Marke und vergleichende Werbung : der Markeninhaber kann die Benutzung eines der Marke ähnlichen Zeichens für identische Waren oder Dienstleistungen in einer vergleichenden Werbung...
In:
Europäisches Wirtschafts- und Steuerrecht : EWS ; …
19
(
2008
)
7
,
pp. 286-291
Persistent link: https://www.econbiz.de/10003733462
Saved in:
34
Externe Referenzpreise : eine empirisch gestützte verhaltenswissenschaftliche Analyse
Eschweiler, Maurice
-
2006
-
1. Aufl.
Persistent link: https://www.econbiz.de/10003238675
Saved in:
35
Externe Referenzpreise : Eine empirisch gestützte verhaltenswissenschaftliche Analyse
Eschweiler, Maurice
-
2006
Externe Referenzpreise als Marketing-Stimuli zur Beeinflussung des Käuferverhaltens -- Begriffliche und rechtliche Grundlagen von externen Referenzpreisen -- Verhaltenswissenschaftliche Bezugspunkte des Einsatzes von externen Referenzpreisen -- Erkenntnisse und Defizite der empirischen...
Persistent link: https://www.econbiz.de/10014014290
Saved in:
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