Comparative advertising : effects of concreteness and claim substantiation through reactance and activation on purchase intentions
Year of publication: |
March 2018
|
---|---|
Authors: | Bambauer-Sachse, Silke ; Heinzle, Priska |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 84.2018, p. 233-242
|
Subject: | Comparative advertising | Advertising concreteness | Claim substantiation | Reactance | Activation | Purchase intention | Konsumentenverhalten | Consumer behaviour | Vergleichende Werbung | Werbewirkung | Advertising effects | Werbung | Advertising |
-
Bambauer-Sachse, Silke, (2018)
-
Chakraborty, Archishman, (2014)
-
Pointing out differences : consumer evaluations of comparative information across product types
Pant, Anurag, (2014)
- More ...
-
Bambauer-Sachse, Silke, (2018)
-
Heinzle, Priska, (2019)
-
Hängt die Vorteilhaftigkeit einer Preispartitionierung vom Preislevel der Güterkategorie ab?
Gierl, Heribert, (2008)
- More ...