An investigation of consumers' responses to comparative "attack" ads
Year of publication: |
July-December 2015
|
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Authors: | Vijayalakshmi, Akshaya ; Muehling, Darrel D. ; Laczniak, Russell N. |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 21.2015, 6, p. 760-775
|
Subject: | comparative ads | commitment | negative frame | persuasion resistance | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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