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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/10010115985
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The Influence of Evoked Nostalgia on Consumers' Responses to Advertising: An Exploratory Study
Pascal, Vincent J.; Sprott, David E.; Muehling, Darrel D. - In: Journal of current issues and research in advertising : … 24 (2002) 1, pp. 39-50
Persistent link: https://www.econbiz.de/10008119116
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Advertising Message Involvement: The Role of Enduring and Situational Factors
Laczniak, Russell N.; Kempf, DeAnna S.; Muehling, Darrel D. - In: Journal of current issues and research in advertising : … 21 (1999) 1, pp. 51-62
Persistent link: https://www.econbiz.de/10008121048
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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