Consumers' evaluation of ad-brand congruity in comparative advertising
Year of publication: |
2015
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Authors: | Nagar, Komal |
Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 27.2015, 3, p. 253-276
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Subject: | Comparative advertisements | congruity | advertisement effectiveness | MANOVA | Vergleichende Werbung | Comparative advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image | Markenführung | Brand management |
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